Generative Media: A model for growth through networks of activity
by mattmcalister on Jan 10, 2011
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Strong digital media businesses fuel valuable activity across networks. ...
Strong digital media businesses fuel valuable activity across networks.
While the things that media organizations produce can define the brand, what happens as a result of producing an article, some data, a picture, a video, a package of stories, a sponsored message, a retail advertisement is what defines the value of the business.
In particular, it’s the generative media platforms that become the strongest.
This means that a platform benefits from the actions that their customers, participants and users take and then, crucially, reflects more value back out to them as a result of their actions, encouraging them to do more.
I’ll try to use this presentation to articulate what that media model looks like to me. It comes from a bit of experience trying to make such a thing work and from lots of observation across the market over a few years now.
In this case, I’m exploring how to tackle it from 3 different points of view. I’ll start with some larger market context. Then I’ll go into a more operational context, showing lots of examples. Finally, I’ll look at how the trajectory sheds light on what the future may hold for this model.
Where possible I’ll use examples from what we’re doing at the Guardian to illustrate what I’m talking about, but, to be clear, this is not a definitive strategy, by any means.
The full transcript is posted here:
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