M C F I E L D SS O L U T I O N S

C A P I T A L I Z I N G O N M U L T I S C R E E N I N G W I T H

F A C E B O O K

S E A T T L E M E D I U M ' SP R O P O S A L

P R O P O S E DB Y E D W A R DM C F I E L D S

C A P I T A L I Z I N G O NM U L T I S C R E E N I N GW I T H F A C E B O O K

E D W A R D M C F I E L D S

There are currently about 200 different

black newspapers online and in print

format in 150 cities across the United

States.   In the northwest, for instance, we

have a few popular, "Black Owned"

newspapers in circulation such as The

Seattle Medium in Seattle, WA, which is

the subject of my communication project. 

Although these newspapers are very

informative and filled with insightful

articles that matter to the African American

community sadly they are no match to

Television.

Television by far remains the choice of

preference for getting news amongst

African Americans.  According to a study

by Pew Research, "Black Americans,

prefer getting their news from TV. Six-in-

ten say this is their preferred pathway to

news; far fewer prefer online (25%), radio

(9%), or print (5%). Among Hispanic and

white Americans, fewer than half prefer

television (though it is still the most

common choice" (Atske, S., Barthel, M.,

Stocking, G., & Tamir, C. 2019).

Nevertheless, there is still hope.

206-550-1697  | 33020 10TH AVE SW UNIT D201, WA

N E W S P A P E R SA R E N O

M A T C H T OT E L E V I S I O N

C A P I T A L I Z I N G O NM U L T I S C R E E N I N GW I T H F A C E B O O K

As the Millennial population becomes

more relevant in today's society, this

will change the dynamics of

preference of how news are viewed by

this generation.    This is very important

considering the growing numbers of

the millennial population.   In the US,

Millennials make up for 83.1 million,

and of which African-American

Millennials comprise 14% (about 11.5

million), (about 11.4 million) 1/ 4 of the

total Black population.

206-550-1697  | 33020 10TH AVE SW UNIT D201, WA

Although Television holds the reigns in

the attention market, multiscreening is

one way Facebook is expanding its

market share in the attention market

amongst African Americans.

Multiscreening is becoming the norm as

people weave seamlessly across

screens and media platforms, and

African Americans are leading the

charge.

M U L T I S C R E E N I N GI S B E C O M I N G T H E

N O R M

56% of African Americans reported

constantly or very often being on

another device while watching TV.

More specifically, African Americans

view 10 hours of TV per week on

average, 1.2X more than the general US

population on average. But TV viewing

isn’t happening in isolation: 67% of

African Americans are using a mobile

phone, and 63% are using a computer

while watching TV..

C A P I T A L I Z I N G O NM U L T I S C R E E N I N GW I T H F A C E B O O K

Multiscreening occurs during both

commercial breaks and TV shows: 65%

of African Americans reported using

devices during commercial breaks, and

52% reported using devices during TV

shows. Nearly half (49%) of research

participants said they use multiple

devices to visit social media while

watching TV.

What does this mean for the Seattle

Medium? The Seattle Median already

has a Facebook presence of 4,038

views but this is not enough

considering the Black population in

Washington is 259,482 – 3.6% of the

total population of Washington. 

Nevertheless, by refocusing their

marketing efforts on a Facebook ad

campaign, the Seattle Medium can

capitalize on multiscreening and

increase its African American attention

market share in the state of

Washington.

206-550-1697  | 33020 10TH AVE SW UNIT D201, WA

For the Seattle Medium, I've created a

series of Facebook video ads that will

promote Seattle Medium's website.  

The goal is to create awareness and to

get more subscribers to the website.  

The Seattle Medium has great content

with interesting articles that tackle the

issues of Seattle's black community-

they just need the right platform

where they can be heard.Washington.

C A P I T A L I Z I N G O NM U L T I S C R E E N I N GW I T H F A C E B O O K Facebook video ads for the Seattle

Medium.

The goal of this campaign is to get

subscribers to the site:

1st  – Gentrification - The Last Stand

2nd – Donating to the Seattle Medium

3rd – COVID19 Awareness

4th- Subscribe to Seattle Medium

.

206-550-1697  | 33020 10TH AVE SW UNIT D201, WA

References:

Atske, S., Barthel, M., Stocking, G., &

Tamir, C. (2019, August 7). 7 facts

about black Americans and the news

media. Retrieved from

https://www.pewresearch.org/fact-

tank/2019/08/07/facts-about-black-

americans-and-the-news-media/