It’s all about content, dummy

June 3, 2009

Great post here today from Gina Chen, and it raises a basic and fundamental point which many publishers and media management bods are missing – the mass audience is dead, replaced instead by individuals requiring content as, when, and where they want it.

Readerships want flexibility. Different avenues to hook into their news and current affairs. Various places they can access the information they want.

Buying a newspaper or magazine in the traditional way is simply not relevant for many media consumers today…and still the publishing behemoths continue to flog their outdated business models. Or offer an online replica of the print version.

Definition of insanity? Doing the same thing over and over again, and expecting different results.

Chen’s post highlights many salient points, but my favourite is quite simply that it is all about content.

Content drives media interest and purchase, whether that be of newspapers, magazines, online portals…it all links back to content. Why would search engines be completely driven by fresh content if it wasn’t valuable?

The concept of investing in ‘hyperinterests’ of content for sites, whereby visitors can search for exactly what they want, as proposed by Chen, is absolutely superb: it reinforces the importance and relevance of content.

Having reviewed this, it may seem like a rant – not so. I am passionate about content. Content is the key.


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