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Stakeholders involved Political stakeholder n.a. the US public. The <strong>media</strong> and communications sector, with revenues of over $242 billion, is one of America's largest business groups. There has been a strong migration of audiences to the internet in recent years. Media stakeholder Who: New York Times (temporarily) Role: Distributed MINIGOOD to its subscribers. Research stakeholder n.a. Stakeholder from private sector Who: GOOD regularly cooperates with partners from the private sector for special publications, events, or campaigns. Some past partners include MINI, Starbucks, jetBlue airways. Role: (Co-)sponsors of events, campaigns, publications. Non-governmental stakeholder Who: 826 (youth literacy), Ashoka (social entrepreneurship), Iraq and Afghanistan Veterans Association, Acumen Fund (charity), Teach for America, Kiva (microloans), Malaria No More, Room to Read, Points of Light & Hand on Network (volunteers), National Resource Defense Council, Slow Food USA, Youth AIDS Role: Receivers of subscription fees as donation. Target group General description The GOOD magazine target group is young (between 20 and 30), welleducated people, trendsetters, those interested in arts and culture, compassionate consumers with high ethical values. The target group for the internet website and video content is much broader and, particularly the video content, is equally appealing to people from all social and educational backgrounds. Media users reached • Magazine: 230,000 readers (3.48* 60,000 copies) • Videos: over 16 million streams • Live Events: some 10,000 people altogether • Website: 1,800,000 monthly unique visits (500% increase since January 2008), 46,000 registered users User/reader behaviour on platform/in campaign Average time on website: 3 minutes Average reading time reading magazine: 95 minutes Age structure Magazine: Median age: 31 Sex structure Magazine: Female: 52% Male: 48% Educational background Magazine: 78% college graduates Social class addressed Relevance of the <strong>media</strong> format n.a. Evaluation* Coverage ++ Emotionality +++ Credibility ++ Magazine: middle class Website/Video: working class – middle class
Understandability ++ Potential for change of attitude/behaviour +++ Possible development/expansion in the future n.a. * Each example is evaluated according to its coverage, emotionality, credibility, understandability and potential to change behaviour by a ranking indicated by one to three plus-signs (+, ++, + + +).
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INTEGRATING SUSTAINABILITY THEMES I
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www.scp-centre.org 3.4 Conclusions.
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www.scp-centre.org 1 Introduction 1
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www.scp-centre.org However, it has
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www.scp-centre.org Additional devel
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www.scp-centre.org Which are areas
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www.scp-centre.org There are curren
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www.scp-centre.org pecially middle
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www.scp-centre.org At a glance: Suc
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www.scp-centre.org among readers th
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www.scp-centre.org The organisation
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www.scp-centre.org Cross-media appl
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www.scp-centre.org Hohenheim. The i
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www.scp-centre.org sustainability m
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www.scp-centre.org The media market
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www.scp-centre.org iours. By the en
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www.scp-centre.org Possible future
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www.scp-centre.org Evaluation Cover
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www.scp-centre.org Consumers are be
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www.scp-centre.org Message 6: Forma
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www.scp-centre.org Learning and Edu
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www.scp-centre.org 2. Political aut
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www.scp-centre.org sary expertise c
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www.scp-centre.org (3) tools and ac
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www.scp-centre.org (putting facts a
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www.scp-centre.org Potential roles
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www.scp-centre.org Rationales • W
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www.scp-centre.org • Medienkompet
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www.scp-centre.org (4) On the basis
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www.scp-centre.org • Radio broadc
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www.scp-centre.org TOOL 2 - Sustain
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www.scp-centre.org • Serve as a c
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www.scp-centre.org 4.5 Recommendati
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www.scp-centre.org Foundation, K. F
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www.scp-centre.org Imprint AUTHORS/
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www.triple-innova.com Appendix 1: T
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www.triple-innova.com Appendix 2: Z
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Page 114 and 115: Sex structure Female: 60 %, male: 4
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Page 122 and 123: ) www.guardian.co.uk: male: 51% fem
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