Back a year ago, I wrote a three part series on the future of the media business. It began as an attempt to think out loud about a topic with which I had become obsessed, and it ended up becoming a manifesto of sorts about conversational media and marketing….
Back a year ago, I wrote a
three part series on the future of the media business. It began as an attempt to think out loud about a topic with which I had become obsessed, and it ended up becoming a manifesto of sorts about
conversational media and
marketing.
As you may recall, I started that last set of posts with the observation that major media companies – Time Warner, NewsCorp, CBS – had all fired or parted ways with the long time managers of their digital assets, opting instead for insiders or traditional media folks with whom they were more comfortable. Out were pioneers like Larry Kramer, Jon Miller, and Ross Levinsohn. In were people with whom the bosses were more comfortable – folks who, in the main, came from television advertising sales backgrounds, the very medium that built those selfsame major media companies. Not surprising – in fact, it kind of made sense. After all, brand marketers were starting to talk about moving serious dollars to the web (following their customers, who had already moved). Best to have folks in charge who have great relationships with brand advertisers, right?
Well, a sequel of sorts is brewing. And this time, the main characters aren’t the major media conglomerates, they’re the majors of the online world (minus Google – more on that in a second). They are the RC Colas, the Tabs, and the Pepsis to Google’s mighty Coke: AOL, Microsoft/MSN, and Yahoo.
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