The new report this week from the International Newsmedia Marketing Association focuses on the pursuit of value in the new media environment. It isn't an easy path.
The report's author, INMA executive director Earl Wilkinson, identifies some key principles:
"1. Creating value for content will require publishers to carve scarcity from an abundance of information.
2. Value has a different definition involving linking unique content, a coherent audience and effective platform.
3. No value, no price tag possible.
4. Publishers need to see value on return on investment.
The 53-page report isn't available publicly, but those summary points indicate a certain impatience with the progress to date. Rather than generate new value, Wilkinson asserts, new media are playing by old rules on cost per thousand eyeballs.
The report's author, INMA executive director Earl Wilkinson, identifies some key principles:
"1. Creating value for content will require publishers to carve scarcity from an abundance of information.
2. Value has a different definition involving linking unique content, a coherent audience and effective platform.
3. No value, no price tag possible.
4. Publishers need to see value on return on investment.
The 53-page report isn't available publicly, but those summary points indicate a certain impatience with the progress to date. Rather than generate new value, Wilkinson asserts, new media are playing by old rules on cost per thousand eyeballs.
