To:                    Richard Plepler, CEO Home Box Office

From:                Susana Benaim, Strategic Planning Committee

Subject:            Hooked Up, by Jack Myers

Jack Myers is the chairman of Media Advisory Group – an enterprise that advises and also invests in companies that in some way advance and support the media and the advertising business. He writes a weekly business report and a blog called MediaBizBloggers. Myers’ book, Hooked Up, provides predictions for the future in regard to a specific generation – the  “Internet Pioneers.” This is the group born between 1991 and 1995. The Internet Pioneers grew up in the world of Internet, always being connected, and constant instant gratification. Myers touches upon a variety of subjects inherent to Internet Pioneers such as their progressive views on relationships, their social-political activism on the web, and how their television habits from their youth that echoes in their personalities. For HBO’s interests, the book sheds light on three generational behaviors and trends that might affect the future of the premium-cable and the media at large: interactivity and two-screen activities, digital marketing, and consumer control for their variety of tastes. Continue reading →

Memo

To:                  Julie Morris

From:             Logan Kriete

Date:               16 March 2013

Subject:          “Hooked Up” and Implications for Netflix’s Future

The central conceit of Myers’ Hooked Up is one that we need to take very seriously when moving forward: the current generation of “Internet Pioneers” cannot be ignored. Their values, motivations, beliefs, fears, and desires are instrumental to our success, especially when we consider the fact that the largest age group of our subscribers falls into their category, with no kids, majority female, and most at least a bachelor’s degree if not master’s. You may find it odd than I’m singling out those particular demographic characteristics, but don’t take it from me: these are qualities Myers hones in on when describing the specifics associated with Internet Pioneers. As strategists, we have already recognized the value of creating our own original content; now, we need to realize the importance of engaging this group of consumers. Continue reading →

To: Jeffrey Katzenberg, (CEO of DreamWorks Animation)

From: Jingjing Huang

Re: Hooked-Up Review

Hooked Up, a really good and functional book for entrepreneurs, who take young people as their target consumers, at the same time, who are waiting for young talents to join them as new blood so that their corporations can make big through in the following challenges. Luckily, DreamWorks is one of this kind of companies. Hooked Up provides you a chance to get a better and further understanding of our consumers and future staffs in a very throughout perspective. Continue reading →

To:   Com Frontiers Strategists

From:  Larry Elin

Subject:  TRF 483/683 Book Reviews

Your book reviews are always addressed to a particular person at a particular company, in the form of a memo.  Imagine that you work for this person, and he or she has tasked you with reading a certain book, and reporting on whether or not there is something there that he/she should know.  For example, you may be asked to read a book by a futurist about the future of copyright, for your boss, Shoshana Cohen, a producer at Smithsonian Channel. Continue reading →

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