新媒体中英文外文文献翻译2017.doc

标题：Whats new about new media How multi-channel networks work with content creators 作者： Jacob Gardner，Kevin Lehnert 期刊： Business Horizons，卷59，期：3，页：293-302 年份： 2017 原文 Whats new about new media? How multi-channel networks work with content creators Jacob Gardner，Kevin Lehnert Abstract With the rise and rapid proliferation of digital and online marketing, increased cord-cutting by consumers, and new content being created online, Internet-based advertising is the single fastest-growing ad expenditure category, outstripping TV, radio, and other more traditional media formats. With the rise of new media and the increased content creation, the ability of content creators to manage and guide their brand has become more important than ever. This article investigates one such mechanism for managing the new media phenomenon, the Multi-Channel Network (MCN) model. An MCN is any entity or organization which either partners with content creators or directly produces a variety of distinctive content and works to perform business and marketing functions on the platform in which said content is released. This article investigates the MCN phenomena as it specifically addresses the needs of content creators in the new prosumptive consumer culture that helps inform and create new media content. It highlights strategies for managing and navigating the new media and MCN domain. Keywords: Content creation, Content creator, Multi-channel networks, New media, Consumer creation strategies The multi-channel network It is a good time to be a new media entrepreneur, as the talent behind Nerdist Industries will attest. What began as a single podcast has grown into a small empire that includes a YouTube channel, a network of podcasts, and even a TV show produced and aired by BBC America. The Nerdist represents a brand new way of looking at media and entertainment content—a system where the audience and consumer are as integral to the success of a brand as the content itself. With the ris