Chase them eyeballs
Chris Brogan shared an excellent thought the other day: In a time when Facebook and similar services can deliver targeting down to the very local audience, what are traditional mainstream media companies doing still insisting on people coming to their web properties?
Why not let the media chase the eyeballs where the eyeballs are instead of insisting on getting them into their own destination sites? To me the argument makes perfect sense.
It would re-engineer the whole distribution process and really force media companies to think about distributing content in whole new ways. And it would fundamentally still being about connecting content audience and advertisers.
It could be really interesting if someone would try this out. I think it could prove to be a killer business.
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4 comments
I hear you, but I don’t get you. Unless you are at fundamental preacher, what would be the point in distribution information without ownership and financial revenue?
… distributing information …
Allan,
I didn’t say that media companies should not aim for the financial revenue. Far from it actually. The thing I question is whether this notion of putting everything up on ones own site and expecting the users to come and get it there while looking at advertising is really the model going forward? Personally I don’t think so.
Media should be thinking in lines of distributing their content to the places where people already is but WITH the revenue element attached to it, aka advertising driven widgets etc.
Furthermore you could ask yourself if it wouldn’t make more sense for media companies to partner with and professionalize small sites, where customers from the target audience spend their time? It would be a new outlet for content, and it would provide opportunity to monetize.
It’s all ‘just’ a matter of getting beyond the notion that banners on ones own site is the only place and way for media companies to make revenue online. Depending on case there are loads of other options if you start mapping them out.
Oh, and another thought: I think you have to reassess the value in ownership to information in a world where information is being commoditized. Distribution and monetization are more important seem from a pure financial angle.
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