Getting Beyond Media Content vs. Distribution
Today, I read a great analysis of the Media industry by Paul Sweeting that rang so true! Here’s what Paul said:
On the Web, value is not created primarily by either content or distribution. Users create value out of content through the use of tools that enable them to do something with the content, whether it’s to move it, share it, reformat it, store it, discover it, mash it up or embed it. What the media companies most sorely lack is not sufficient content or adequate distribution but a workable mechanism for capturing a fair share of the value users are creating for themselves. Ultimately, media companies need to become not distributors or content owners but enablers.
At Donat Group, we often have this conversation with media clients — both large and small. It is always interesting to propose a scenario to them in which neither the content nor the distribution have significant value and to see where the conversation meanders. When we present our model of Audience Engagement Value, most clients are initially quite surprised. (I know this sounds like B-School/Corporate-speak, but bear with me 
) What this all boils down to is the fact that today’s audiences (however you define “audiences”) want to do something with content — theirs, yours, it doesn’t really matter.
So, the real questions on the table are: What is that “something” you’re going to let them do?! And, is there perceived value to them in doing that?!
2 Comments »
Lianne,
You are quite right! Everyone in the business is having to dig much deeper to find those diamonds! It’s a challenging process and unfortunately, there are no guarantees (I guess we need to recruit some mining execs to the media business )
I haven’t read that book, but I’ll be sure to add it to my ever-growing list 
! I’m heading off to Maine next week, maybe I’ll pick it up. If nothing else, I’ll definitely add it to my list of recommended readings! Thanks for the tip!
August 11, 2008 @ 5:27 pm
Interesting – sadly, whenever I raise my eyebrow about an online initiative and ask about its perceived value to the audience (in my case, kids users), the answer is always “it’ll be fun for them.” I think I just need them to define fun to a child – which might be harder.
Have you read the Clay Shirky book Here Comes Everybody? It’s a good explanation about how enabling users can create an impressive group dynamic.