Imagine losing an editorial argument to a 25-year-old Yahoo engineer. Past 15 years tech setting the content agenda. As DOS Boots says, Cash is King.
Additional products: search, email blasts, interactive games, rich media. Combination = multi-platform, and stronger, message. A new medium.
The storyteller now thinks on two levels: What is the story’s beginning middle & end?How do I employ my digital tools for maximum impact?
KENS 5 Web strategy outline
The Medium is the Message 2.0 <br />Jan Boyd<br />October 8, 2009<br />
Transform or Die<br />It happened in the late ‘90’s but I am still annoyed about losing an editorial argument to a 25-year--old Yahoo engineer.<br />
Local TV Ain’t Silicon Valley<br />Tech companies start from scratch.<br />TV stations go with what they have. <br />Newspapers: only the U.S. Postal Service is more resistant to change.<br />Need to reconstruct station culture.<br />Must re-think editorial structure.<br />Forced to re-focus sales staff.<br />TV is 24/7 and cash-strapped. Difficult to innovate in the usual way.<br />
Redefining Relationships<br />No longer talk at the audience. Instead talk with our community.<br />Don’t sell spots. Help clients make effective marketing choices. <br />