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Addictive Content: The Art of Compelling Storytelling

Addictive Content: The Art of Compelling Storytelling

by PaulNero (Author), NeetaPatel (Author)

  • Used

    Paperback 2002

    $68.71
Synopsis

What do Elvis Presley, Dungeons and Dragons, Agatha Christie, Coronation Street and Star Wars have in common? They are enduring and successful business properties -- transferring through time, across media. Whether it's a book, TV show, computer game, film or song, and whether it's 50 years old or was created last week, some stories, characters and phenomena are fleeting in our collective conscience and some pass the test of time. Just how have these stories adapted as the years go by? What works? What doesn't? And why? And just what's in store for new content as it competes to build a loyal audience? Creative Business takes a broad view of some successful media content, digging beneath the surface to uncover the themes of the enduring and the serially successful. These are the creative, addictive stories brought together in a must-read book for anybody trying to create a successful creative property.

$68.71

Quantity

1 in stock

More Information

Format: Paperback
 Pages: 176
 Edition: 1
 Publisher: Financial Times/ Prentice Hall
Published: 16 Oct 2002
ISBN 10: 0273656716
ISBN 13: 9780273656715

Media Reviews
A cool and compelling insight into the absolute importance of content in an age of 'butterfly' attention spans, multiple media channels and unparalleled completion for interest. A must read for content and communications professionals. - James Thellusson, CEO, Edelman UK Storytelling is rarely thought of as a critical business skill - yet, as Paul Nero and Neeta Patel show with this book, it can bring huge benefits. In my own experience, stories can motivate and make connections with people, whether its as a manager, a salesman or as producer. It's great to see the under-rated skill of storytelling promoted in such an engaging way. - Simon Bazalgette, CEO of Music Choice A well written and refreshingly easy to read insight into new thinking in the use of media. - Dave Snowden, Director of the Cynefin Centre for Organisational Complexity, IBM Global Services
Author Bio
Paul Nero was head of communications at the Financial Times' web portal FT.com until 2001, when he started his own training and writing consultancy. After working in advertising, he became a senior press officer at the BBC and ITV, and has worked in PR for Visa International and Pitney Bowes. He holds an MBA from Bristol Business School and is a member of BAFTA, the Royal Television Society and the Institute of Public Relations. Neeta Patel is director of internet business development at The British Council. An early pioneer of internet development in the UK, Neeta set up the online business for UK insurer Legal and General in 1995 before moving to the Financial Times Group and becoming general manager of FT.com. She is a regular speaker at new media conferences and events worldwide and an occasional lecturer at Cass Business School, from where she holds an MBA.