“The Nine-Box Media Model” and what every agency professional should know about it
The Nine-Box Media Model looks at communications channels along two different axes:
Paid/Earned/Owned -- and -- Passive/Active/Interactive
The “Paid/Earned/Owned” Axis
Especially if you’re a senior client-facing agency professional, you should be able to talk intelligently not only about paid media, but also earned and owned media. Earned media is no longer the exclusive domain of PR professionals; the line between “paid and “earned” is getting thinner every day. And owned media – ultimately the most valuable form of media – should be recommended and developed much more frequently by agencies of all types. It’s less expensive and more credible than most anything else you can do.
The “Passive/Active/Interactive” Axis
Some communications channels are by nature passive. Television, radio, and films fit this description. Yet another class of media could be considered active; print media and sales literature that require you to turn pages; events that require participation; even packaging and store displays. And there are interactive channels: online advertising, search, apps, etc.
Here, then is The Nine-Box Media Model. You’ll be serving your clients’ interests well if you are conversant in each of these nine boxes.
| Paid | Earned | Owned | |
|---|---|---|---|
|
Passive |
Television advertising Radio advertising Outdoor advertising Point of sale
|
Broadcast news and publicity
|
Product design Brand identity Buildings and offices Stores and locations Vehicles Uniforms
|
|
Active |
Newspaper advertising Magazine advertising Direct response advertising Contests
|
Print news and publicity Events Corporate meetings Employee relations programs Community relations programs
|
Packaging Store displays Sales literature Trade shows Customer loyalty programs Customer relationship management
|
|
Interactive |
Display advertising Online video advertising Search engine marketing Social media advertising
|
Online news and publicity Online product reviews Blogs Microblogging (Twitter) Social media management Search engine optimization
|
Website and microsite development Branded platform development Social media platform development Email marketing Mobile apps Desktop apps and widgets Video games
|
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