TechWeb CEO Tony Uphoff's latest post identifies nine new rules for media. Some bear a familiar tone, but a few break away from the pack and indicate a very progressive vein.
In summary and in broad paraphrase:
1. Content equals engagement equals revenue, not reach equals revenue.
2. There is one media.
3. Branded response has replaced traditional branding.
4. Content is the marketing platform, with knowledge exchange replacing advertising.
5. Integrate content or watch someone else do it.
6. Live media is, well, alive and well.
7. Brands very much matter.
8. People will pay for quality.
9. Businesses must challenge the ideas that made their businesses.
In summary and in broad paraphrase:
1. Content equals engagement equals revenue, not reach equals revenue.
2. There is one media.
3. Branded response has replaced traditional branding.
4. Content is the marketing platform, with knowledge exchange replacing advertising.
5. Integrate content or watch someone else do it.
6. Live media is, well, alive and well.
7. Brands very much matter.
8. People will pay for quality.
9. Businesses must challenge the ideas that made their businesses.
