March 24, 2011 § Leave a Comment
We were discussing Content Ascending in this space a few weeks ago. How about Media Ascending? This was essentially the point of David Carr’s column in the New York Times describing the evolving mission of Google from Technology Company to Media Company. “In essence,” he wrote, “Google, which cracked the code on the Web advertising model, has come to realize that if content becomes just a commodity, then advertising will follow suit.”
Indeed, the stakes are very high for advertisers in this regard, where the separation between soap-the-brand and soap-the-commodity is wafer thin. Content and creativity are the only things keeping the affects of advertising from being overwhelmed by price and promotion. Commoditize content and the burden upon creative to make the case for brands will exceed advertising’s ability to create compelling messages. It is just too hard to produce great creative - which is why so much advertising depends on the ability to intrude on consumers with the volume up.
…But, as to Media Ascending:
The pattern was pointed out in an iMedia column long ago: every new media revolution starts with technical innovation, followed by rapid adoption, a dominant technology culture and then, finally, a media proposition grounded in content. Most recently, of course, it was television and radio. Once their respective boxes had been packed and shipped and switched on in the parlors of America, manufacturers saw the need for content to keep their enterprises growing. They built networks, as David Carr describes:
“RCA commercialized a spectacular invention called radio, but by the mid-1920s the company realized its new wonder needed great content, so it bought and merged several radio stations to form a media company called NBC. Later, RCA did the same trick with another catchy invention: television.”
Today, RCA’s legacy is NBC. And nobody – nobody – sits at home marveling at the fact that the picture on their tube is bouncing off a satellite over the equator. There is, instead, only, ever, one question on their minds: what’s on?
It is a media question.