Posted in Reading, Thinking, tagged audience, new media, old media on February 22, 2010 |
I guess you can lock up content. You can ask for money for it. You can give it away for free. You can construct any business model a spreadsheet can support. The truth is branded content (journalism/music/movies) is at a crossroads.
From Ad Age
Publishers from The New York Times to Condé Nast to NBC have been arguing for years that, ultimately, demand for quality would give them advantages over online upstarts: Users would demand it and advertisers would always covet the environment that quality can confer.
But they’re facing two trends that appear to be inexorable. Audiences that do not intently seek out quality are increasingly inured to traditional media brands on the web. At the same time, agencies and advertisers are adopting technologies that allow them to target individuals independent of whatever media they may be absorbing, making the media brand itself less important, perhaps even irrelevant.
When I think about my art practice – I have no “branded” art degree, no student loans to pay off and no clique of failed artists (now professors) to pretend to care about. I have a gallery and collectors. I have a spot that would have gone to a “professionally” trained artist. Because of reduced costs of production, distribution and marketing I am able to do just fine. And I am sure I am not the only one.
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