|AN EDITORIAL NOTE:
These are critical times for traditional media…
MEDIA & CONTENT CONSUMPTION HABITS OF AUDIENCES
DEMAND A NEW INTEGRATED MEDIA PARADIGM
FOR TRADITONAL MEDIA’S GROWTH & SUCCESS.
THE CURRENT MEDIA UNIVERSE…
Media & content proliferation delivered by new technologies has made
us a ubiquitously “connected” society. We go through every part of our
lives connected; immersed and visually bombarded with messages via
traditional & new media – Radio, TV, Cable, VOD, Online, Mobile,
Audio & Video Podcasts, and now mobile is exploding with WAP messaging…
Just think of how many minutes during the day you have your mobile phone with you… and then multiply it by
266 Million Americans (the number of Americans connected by cell phones)… Reaching these Americans
(who also represent the virtual universe of every traditional audience member) is an opportunity that traditional
must not ignore if they are to evolve and grow as an important advertising media.
THE RESULT? LOSS IN REVENUE BY TRADITIONAL MEDIA
Consumers of all ages especially (Tweens, teens and 18-35 year olds & 25-54’s plus…)
have/are quickly adapting to the defined benefits of instant connectivity, time-shifting, and increased
consumption of entertainment & information - WHEN THEY WANT IT, HOW THEY WANT IT, WHERE THEY
WANT IT & HOW THEY LIKE IT and how to share everything they create or aggregate through online sharing &
Adaptation to new media is accelerating on the consumer side (especially Tweens, teens and 18-34 year olds
– traditional media’s core audience) because it makes their life better, faster, more fun, gives them
companionship, community and personal value. Traditional media and its advertisers must be where their
audiences are, hyper-targeting and delivering content and marketing messages via the same media that their
target consumers use. Messages must be encapsulated in “relevant” content with direct benefits and “helpful”
content (infotainment) if the broadcaster and their advertisers want to win consumer awareness and increase
intent to purchase and produce transactional business.
With the current state of the economy there is a crisis facing the advertising & media marketplace, the
accountability of interactive digital media gives advertisers the critical degree of marketing ROI hard to
substantiate with traditional media.
Our current economy is forcing branding to take a significant backseat to transactional interaction and revenue.
Adoption and focus on interactive media is taking the lead because of its accountability and those traditional
mediums that do not create and adopt integrated online and mobile strategies encapsulating advertising,
content & ecommerce alternatives, as a key element of their marketing and growth strategies, will be on the
loosing end of the new media/content consumption paradigm.
The aggregation of top entertainment and lifestyle content, user-generated content, repurposing of on-air
content and integration of tools for audience and automated messaging via integrated online and mobile
methodologies represents a sound business model for broadcasters.
THE NEW PARADIGM - TRADITIONAL MEDIA (AND ITS AUDIENCES) AS THE NEXUS OF NEW MEDIA
CONSUMPTION - ONLINE & ON MOBILE. WITH COMMUNITY & ECOMMERCE.
The goal is to grow your audience and increase their involvement, build interactivity, even dependence.
Traditional media can & must realize the maximum revenue that each audience member represents and can
generate for its’ bottom line…
Traditional media must integrate content, community & marketing messages into high demand, high-use
lifestyle & entertainment content, making it available on demand - On air, online and via mobile. Traditional
media must make it’s content and it’s marketing available to virtually any device, and make sure there is an
exciting mix of interactive promotions (which is Traditional media’s great strength.) And with the automated
nature of messaging currently available, it is now able to “push” messaging and content via hyper-targeted
TRADITIONAL MEDIA’S NEW PROFITABLE,
UBIQUITOUS, INVOLVED COMMUNITY –
ONLINE & ON-MOBILE
Traditional media has highly loyal audiences, which are going elsewhere when it comes to obtaining high-
demand content and total connectivity…
Every Radio station, TV station, newspaper & magazine has a unique, loyal community, with the ability to create
programs and promotions all designed to optimize the revenue produced per audience member (through
sponsorships, contests & advertiser promotions) via its entertainment and informational offerings.)
Integration of media, matching the target consumers lifestyle, activity clock and emotional makeup is a sound
strategy, and can be executed quite expeditiously. Creating online/mobile contests/interactivity for both
audience members & advertisers is the connecting thread, Sponsored mobile alerts can drive listeners to the
media’s website for what’s happening, for contests and to share user-generated content is the thread that ties
it all together.
With all the technology available consumers are producing an enormous amount of content, why not reward
your audience for their creativity by giving them a place to display it? Every media can and should give its
audience a personal gallery to display their content and share it with other members of your audience – why
should My Space and Face book get all the traffic? Reward your audience’s creativity in art, photography,
videography and music by allowing them to vote for their favorites though contests and special promotions
(sponsored of course…)
TRADITIONAL MEDIA’S NEW CONTENT & TECHNOLOGY
Content/deliverability are the critical elements in this new integrated media model.
Content that rewards the consumer & the sponsor must be compelling, entertaining, practical, save time, save
money & save personal energy. Give your target customers something to think about, something to do,
something entertaining & fun; by making it ubiquitously available you’ll enjoy marketing & revenue success.
TRADITIONAL MEDIA’S NEW INTEGRATED MEDIA/CONTENT
PARDIGM & THE FINANCIAL REWARDS
It’s easy to have all these abilities by partnering with outside suppliers of mobile/online content and systems.
Why produce the software and systems when you can partner for them.
The target result of this integrated content & media approach is everything a consumer wants: a long-term
entertaining, helpful, emotionally rewarding relationship and an enhanced sense of community. For the
advertiser this results in a successful strategy that will produce an enhanced return on marketing and
By embracing this strategy, traditional media will produce dramatic, profitable results…increased audience
size and involvement, increased marketing offerings for advertisers and marketers and a dramatically
enhanced revenue picture.
CONTENT + COMMUNITY + ONLINE + MOBILE = The New Media Paradigm
This should be traditional media’s strategy for evolution into the new media landscape
and enhanced effectiveness as a media power.
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Copyright 2009 - Norstar Media Entertainment, Inc.
|Norstar Media Entertainment
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Now consumers can
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Are you there for
Laurence has over 25 Years of senior level marketing experience with major corporate entities & start-ups in the media, programming
and advertising industries. Norjean is an experienced, innovative and visionary hands-on strategic planner in building and leading
management, marketing and sales organizations. Norjean has Extensive fund development, conference management, administrative,
operational, affiliate & strategic partner development experience both domestically and internationally. He possesses exceptional
presentation & spokesperson skills.
April 2003 - Present
NORSTAR MEDIA ENTERTAINMENT GROUP - WESTLAKE VILLAGE, CA
Managing Director / CEO
Norjean currently manages an integrated media marketing consortium representing major companies in the media, advertising &
entertainment industries to produce and syndicate TV, radio, on-line and wireless programming, event marketing and new media.
Norstar have developed many advertising sponsorships and integrated media marketing partnerships with a long list of
media/advertising companies as: WPP, Publicis/Saatchi & Saatchi, Omnicom, Comcast, Interep (Viacom & ABC Radio), NBC,
Telemundo, Advertising.com, Winstar Interactive, Virgin, and many other media/advertising companies and their clients.
Additionally, Norstar is the producer and syndicator of 3 series for TV, Cable, Internet & wireless (XXSports, Beach Extreme, and Live on
Sunset - music series.) For further details of our scope of operations and client list refer to norstarmedia.com.
January 1999 - April 2003
FMITV NETWORKS - LOS ANGELES - NY - TOKYO
Co-Chairman / CEO
Norjean was Chief Executive Officer and co-founder of this landmark broadband broadcasting, entertainment production, syndication
and media sales organization that supplied broadband content to over 40 million viewers a month through its network of affiliates.
NORJEAN managed the technological build-out, content development and advertising sales that delivered sponsored programming
to major media affiliates including: NBC, Earthlink, MSN, Terra/LYCOS, Bell South, Clear Channel, Infospace and Comcast among many.
FMITV produced original Hollywood entertainment programming, as well as, aggregated music & sports videos and provided media
sales to all of our affiliates.
Norjean managed the creation of the first multimedia, award-winning media convergence portals (Internet, radio & TV) KIISFMI, WBLSI
& XTRAI, among many. Norjean maintained autonomous decision-making authority within the areas of technology & software
development, content production, sales & marketing, human resources, and administrative affairs. Norjean was fully responsible for
strategic planning, operations and P&L. As CEO, Norjean managed a staff of over 150+ software developers, program producers and
marketing personnel. Norjean developed a series of long-term strategic partnerships with a wide range of traditional and new media
companies, agencies and advertisers. Norjean managed development of international syndication of technology and content in Asia,
Europe and South America. (A division of InXsys Broadcast Networks.)
January 1996 – January 1999
INXSYS BROADCAST NETWORKS - NY - VANCOUVER, WA
President / COO
Norjean was co-founder of one of the world’s largest online classifieds companies (BuySellBid.com) and relationship technology
providers - RadioDate, specializing in media convergence and integrated media, creating many traditional & new media strategic
partnerships between companies such as NBC, Clear Channel & Emmis, among many. Norjean managed all technical development,
content development, marketing & sales, strategic partnerships, syndication, business development and M&A operations.
February 1993 - January 1996
STRATICOMM AMERICA - NY - LOS ANGELES
President / COO
As senior operating director of this New York media marketing company, Norjean was responsible for business development, sales &
marketing, creative production and the development of advertising and public relations programs and campaigns for clients in the
film, advertising & media industries, including CBS & ABC Radio Networks, Westwood One, Orion Pictures, Interep, Katz Media, Crain
Publications & VNU.
August 1989 - February 1993
RADIO ADVERTISING BUREAU - NY - CHICAGO - LA & INT’L
Executive VP / CMO
Norjean held the position of CMO for this radio industry national trade association, where Norjean spearheaded all strategic planning
and operations for marketing & sales on an industry-wide basis. Norjean additionally functioned as industry spokesperson to the
advertising agency community, advertisers, and other national industrial trade and regulatory organizations (NAB & FCC). Norjean had
hands-on management of 8 regional sales offices heading up a national business development team that generated more that $ 400
mm in new revenue for the radio industry during my tenure.
Prior to 1889
VNI INTERNATIONAL - NY - TOKYO
Previously, as Senior VP/International Sales at VNI, Norjean inaugurated a successful music video network throughout the US & Canada
including the technical development of the Box, cable TV’s first music video request line. Norjean Formed strategic relationships with
Hilton, Sheraton, TGIF, Reiss, & others.
METROMEDIA TV & RADIO - NY - LA
VP Marketing & Various Other Positions
At Metromedia Norjean was responsible for corporate, national & local market advertising, public relations & sales promotion for more
than 60 owned & operated and represented major market Radio & TV stations. Norjean transitioned to this position from production &
production management positions (producer) at Metromedia Television & Metromedia News (10 O’clock News - WNYW-TV).
Prior to Metromedia News Norjean held the position of NY Television Syndication Manager at Metromedia Producers Corporation (MPC-
Wolper Productions.) Norjean held various positions (PA, AP & AD) and responsibilities in the production, post-production and
distribution of the National Geographic Series, Truth or Consequences, The Merv Griffin Show, The Jacque Cousteau Series, The Untamed
World, Hallmark Hall of Fame, among many other national & international TV properties.
METRO-GOLDWYN-MAYER - NY - LOS ANGELES
Theatrical Production & Sales
While still a student at New York University, Norjean started my media career in theatrical production, theatrical marketing &
promotion at Metro-Goldwyn-Mayer.
F u r t h e r …
Noted international speaker & lecturer - over 150 keynote or panel participations - National Association of Broadcasters (US & Europe),
Nikkei Shimbun - Japan, Digital Hollywood, Streaming Media Asia - China, RAB, Broadcast Europe & entertainment, media & marketing
Industry conferences in the US, Europe, South America & Asia - including advertising, banking & financial services, automotive, airlines &
hospitality, consumer goods & services, and consumer research conferences, as well as many other business to business, and consumer
conventions & workshops.
Developed critically acclaimed marketing/media strategy - Consumer Cycle Marketing (CCM)
Author of “The Essential Radio Spot,” a multi-media course in broadcast creative & marketing
Managed creation of #1 broadband video entertainment site(s) on Line - KIISFMi (Clear Channel) & managed the development of
commercial streaming sites for NBC, Comcast, Earthlink, BellSouth & Infospace, among many…
Significant Senior-level entertainment, broadcasting & agency/advertiser relationships in US, Europe & Asia
Guest editor & columnist for many publications – including: Advertising Age, Adweek, Mediaweek & Brandweek
Extensive public relations & spokesperson experience
Past board member of Business Partnership for Diplomatic Action (BDA), which includes the CEO’s of the top worldwide advertising
agencies & media companies
Past Legislative chairman of the Advertising Club of New York
Member - Society of Industry Leaders - Standard & Poors Consulting
2 Nominations – Webby Awards
Inclusion in the Top 50 Streaming Executives in America
For additional information, enter “ Norjean” In Google.
EXTENSIVE REFERENCES AVAILABLE
Laurence W. Norjean