Week 2: The People Formerly Known as the Audience

by wangtianchen

In week 2, I will give an example of an recent advertising campaign which is Apple – iPhone 6 and iPhone 6 plus that rely on an Active Audience and describe how audience are involved.

Apple’s new phones – iPhone 6 and iPhone 6 plus hit the market again in September 19. The advertising campaign sharing by an Active Audience on internet. Audience were using Facebook and Twitter to sharing the advertising with context, and were emailing their family and friends or using Podcasting and Blog to inform them of the new technology. According to Chitika in North America, the iPhone 6 caused 2.3 percent of all web traffic. However, iPhone 6 Plus made just 0.3 percent of web traffic in that same period. All these phenomenon rely on an Active Audience. (Kleinman, 2014)

Today, we saw the strongest increase on New media, the old media have steadily declined. Whatever people is an Active Audience or traditional audiences, whatever audiences share news as New media or Old media. The important is how media make a balance of commercial vision.


(Einhorn, 2014)


Einhorn, B. (Sep, 2014). How Apple’s iPhone 6 Prices Can Help Its Asian Suppliers. Retrieved October 05, 2014 from http://www.businessweek.com/articles/2014-09-10/how-apples-iphone-6-prices-can-help-its-asian-suppliers

Kleinman, J. (Sep, 2014). iPhone 6 Plus Might Not Be as Popular as We Thought. Retrieved October 05, 2014 from http://www.technobuffalo.com/2014/09/30/iphone-6-plus-might-not-be-as-popular-as-we-thought/