I would scream if I could, but that would not be polite. And it is, after all, only Wednesday (screaming best left for happy hour on Friday).
There has been this notion out there at least since the web was created in 1990 that the web/internet/interweb/googler is simply one more platform of distribution for media companies to push their product. Ditto for communications folks who are trying to get a message out.
But this is not true. It is not just another distribution channel. It is, as well all know, INTERACTIVE. John Battelle of the eponymous blog has begun a lengthy post about how traditional media companies must change mindsets and economic models away from “packaged goods” media (stuff that they make and push at you) and towards “conversational media” (all that user-generated stuff like blogs, vblogs, YouTube, etc.).
Every major media company has seen a shake-up with its interactive efforts this year: TimeWarner, Viacom, NBC Universal, News Corp. Battelle is still thinking out loud in this post, and he promises a sequel soon in which he draws some conclusions. He succinctly states the problem for these giant companies in the form of their assets:
1. Ownership or control of Intellectual Property by the corporation.
2. Ownership or control of expensive distribution networks.
3. Established business models based on highly evolved approaches to advertising and subscription models.
In other words, what heretofore made these companies powerful (and they are still quite powerful, don’t be confused) is now one of their biggest liabilities. They must learn to think and organize business in new ways.
