Guest post by media analyst Alexander Liss
Newspapers are the classic example of a media business model that has been dramatically impacted by the Internet revolution. But recently Google, the category leader in monetizing Internet technology, has come out with a few products that might turn things around.
First, Google is experimenting with a publication model to offer microtransactions for paid newspaper content. Think $0.99 downloads on iTunes, but for premium print content. Second is the debut of Google Fast Flip, a consolidated viewing portal to offer one-page snapshots of multiple different publications from a single Internet destination. It amplifies the range and depth of the Web viewing experience for print content.
At a time when the traditional business model of print publications is increasingly threatened, Google’s new products could provide the industry with a revolutionized strategy that aligns with the 21st century media culture. In today’s fragmented marketplace it’s not content that’s the most important thing, but rather, convenience and accessibility. Media content providers that are slow to adapt to this could find their ability to connect with and retain audiences compromised.
On the other hand, in the marketing space, things are a bit more developed, and many companies have already recognized that adding convenience and accessibility to their communication efforts through social media is crucial to building a brand. One such example is JanSport’s Facebook page. JanSport is integrating user reviews from their website with Facebook, so that people who rate JanSport products online can connect with their friends’ feeds to see if anyone else they know has rated JanSport products. It’s a win-win collaboration that adds value to both channels and gives JanSport another meaningful opportunity to connect with their consumers.
So in both media and marketing we are seeing a trend – “always on.” Make your product accessible to the consumer anytime, anywhere, on their own terms. You have to stay top of mind. Traditional media channels are a huge market and will not just go away over night, but new media channels are the tipping point for capturing market share as well as mindshare.
The examples I mentioned above are just a few out of many – if you know of any other interesting examples of an integrated strategy, please pass them along in the comments.
Alexander Liss is a media analyst living and working in New York City.
Photo Credit: Vernhart
