Today is my last day at Maxus. On Monday I start at Sound Alliance and I am very excited to be joining the team.
My belief is original, interesting content is more important now than it has ever been and I think many people have forgotten this. Premium content producers play a vital role but I think many are practicing things that are incredibly damaging in the medium to long term for both them and the industry, for a small short term gain.
I found this excerpt from an article by Jim Spanfeller and it sums up my thoughts nicely.
“By definition, media is about content. Without content, there is nothing to search; without content, there is nothing to aggregate; without content, there is a whole lot less for folks to comment on.”
Media is in a really interesting place right now and I can’t think of a better place to be. Spanfeller is right – content is vitally important and without it there’s not much to search, aggregate or create a network around. Maybe it’s just me and I’m a dinosaur, but I just don’t understand media businesses that don’t actually create any media for themselves nor invest in others to create it for them.
Working media agency side, I always felt the following 4 areas were lacking when looking to use media brands to advertise my clients products.
1. Audience insights (tell me things about your audience I don’t know that help me sell things)
2. Clutter (why is my ad running on a page with 15 other advertisers – who is benefiting here?)
3. Transparency around audience data (so are your numbers legitimate or boosted by auto-refresh and paid search?)
4. Impact (show me ad units that excite my clients)
Now, instead of whining about I get to do something about it.