Cannibalize your markets 

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Don't be afraid of eating your own customers. Media are changing, customers habits too. You have to change!

The new website or whatever other media kind (blog, mini website...) will profit from different advantages brought by the traditional media, such as:

- Links and network: take advantage from your existent media on the web to redirect
- Notoriety (you can change the name of your media but in this case you'll have to gain a new brand notoriety...)
- Existing customers or users : make sure that the former audience is aware of your new product (send mails, put alerts on the former website, create visible banners, communicate !)

Examples:

- Newspapers creating website to diffuse their news free. Traditional readers that use to pay for the information brought by the news paper tend to go on the Internet and get their news for free. It's also an opportunity to make online readers participate to the newspaper edition. Comments and reactions can be posted, mistakes can be noticed.
New York Times
Washington Post
Le Monde
Libération
- TV channels: they're now providing on their web sites video podcasts downladable. It's a way of increasing brand loyalty. TV viewers can watch again a programme on the website.
CNN
TF1
Arte
- Radio channels: they're are following the same way as TV channels by providing free content online. Their web site allows them to provide not only streaming but also recorded programmes (podcasts) and written content (short articles)
KABC
RTL
Skyrock

Tags : market  cannibalising 

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