Turner targets 'fans', not 'consumers'

Turner, the media company, has shifted its marketing focus away from talking about "consumers" and is instead focusing on "fans".

Turner Broadcasting System believes that moving beyond traditional notions of the "consumer" can help its media brands scale new heights of enthusiasm and engagement among their target audiences.

"We've really moved away from thinking about the 'consumer' and [are] talking about 'fans,'" Molly Battin, Turner's EVP/global chief communications and corporate marketing officer, explained at CES 2018, an event held by the Consumer Technology Association (CTA).

"It was really a huge mindset change to become a 'fan-engagement' company. That's really how we now talk about ourselves, as opposed to just a content company [or] a TV company. It's about engagement, because...

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