Push media is where content is simply put onto a page or pushed down a pipe to consumers whereas "pull" media is where the consumer can choose what and how media is consumed.
Fundamental to this shift in media consumption is choice. The internet lends itself particularly well to this phenomenon with the internet user swiftly becoming their own editor, as they pick and choose the content and services that are relevant and interesting to them as an individual.
How has this trend affected consumer perception of these brands?
According to mediaDNA, the lifestyle portals – such as Yahoo!, MSN, AOL and Wanadoo, as well as sites such as Friends Reunited and Amazon, where content is largely user provided – are perceived as having personalities which are extrovert, playful, carefree, sensitive and excitable.
Unsurprisingly they are more likely to be perceived as being specially chosen, time well spent, universal in appeal (all ages/men and women) and as having a strong identity while their image is more likely to be perceived as being innovative, entertaining, and British.
These attributes are different from those of news based websites such as The Telegraph or Guardian Unlimited which are more likely to be perceived by their consumers as being stable, restrained, rational, conscientious, intellectual and assertive.
.jpg)
.jpeg)
