Every Company Is A Media Company

This past week the 2010 New Media Aca­d­e­mic Sum­mit was held at NYU. One of the most inter­est­ing panel dis­cus­sions cov­ered the new mod­els for media brands. Or more cor­rectly, how every com­pany — and per­son — can be a media brand and what it means for exist­ing media, adver­tis­ing, and product/service based concerns.

The pan­elist were David Carey of Conde Nast and Jonathan Miller of News Cor­po­ra­tion. Here are the top take­aways from the conversation.

• It’s the ‘all’ media busi­ness because tra­di­tional silos — print, video, radio — no longer exist.
• Con­tent must have a clear value propo­si­tion to avoid being com­modi­tized and com­modi­tized con­tent will be forced to be free.
• Multi-revenue stream prop­er­ties have been able to remain very prof­itable and will con­tinue to be the best investments.
• Video is the gate­way; there is a fun­da­men­tal move to align around prop­er­ties video.
• With prop­erty inno­va­tion rapid deploy and develop (i.e. split test­ing) is the name of the game; a process that requires the right team to knock­out quick cycles.
• Media will move fur­ther upstream in the adver­tis­ing flow; click-to-buy.

 
Ses­sion videos can be accessed on the con­fer­ence site.