Experience in Consumer Media and Entertainment

Opportunity analysis of the cable television industry for a publishing company: For a publisher of directories, Hamilton evaluated the viability of this industry, and whether there were opportunities in cable advertising. The project team interviewed network and independent television stations, local cable operators, multiple systems operators, national advertising companies, cable interconnects, equipment operators, cable networks, television networks, investment firms, academics and industry consultants. Interviews were supported by industry data, company data and an historical study of the industry.

A package of findings was used in two one-day presentations to the client management team. The findings caused the client to abandon one venture possibility and concentrate on another opportunity in advertising.

Internet-based content and marketing strategy development for a leading newspaper publisher: Hamilton assessed the revenue potential of a web-based directory opportunity for the electronic site of a major national newspaper company. The team identified critical current and future success factors in the industry and recommended an entry strategy. In addition, Hamilton recommended technology and business partners based on a rigorous evaluation of technological, strategic, and financial implications of partner offerings.

Off-network business plan for major cable kids network: Hamilton helped develop a business plan for generating revenues ìoff-networkî for a major cable network. The team assessed alternative opportunities and ranked them based on their revenue potential and ability to build brand equity. The investigation also evaluated best practices for building off-network opportunities in the media and entertainment industries.

Internet strategy in media for a major IT provider: For the consulting and services arm of an IT provider, Hamilton examined the outlook of the Internet and network computing in the media industry. The focus was on the newspaper, sports and recorded music industries. The team focused on application for information transfer and use of the Internet for internal operations, as well as whether and where the Internet would be used as an entertainment vehicle itself.

Distribution strategy for a metropolitan newspaper: Hamilton assisted a metropolitan daily newspaper in developing a high-quality, low-cost distribution strategy. The strategy involved a variety of approaches that were tailored to the newspaper's individual markets.

Development of a novel "electronic couponing" program for a regional publisher: On an ongoing basis, Hamilton helped a major publisher conceive and plan an "electronic couponing" program designed to increase the loyalty of both advertisers and readers. The program concept incorporates both database marketing and a novel approach to point-of-purchase data capture.