November 8, 2005
Jeff Jarvis has a nice post here on the Apple iPod now being the latest form of advertising media.
Jeff has a phrase he likes to use called “Exploding Media”. This means media whose audience is fragmenting very quickly.
And with media exploding, old-style media companies are imploding. As Jeff explains in his comment section:
I think certain old-media companies are indeed imploding. Newspaper companies are having a bad time… NBC ain�t happy.
Time Warner stock isn�t moving for a reason (he said unhappily since he still owns the shit-on-a-certificate): cable will shrink v. the internet; magazines are stagnant; AOL is hot again only compared to how deathly cold it was�
Some will be smart. Some will be stupid. Media as a whole will expand and explode and that doesn�t mean that the old players will or won�t be playing in the future.
Everything is up for grabs. And that�s why it�s so damned much fun to watch.
Jeff, it’s more than just fun to watch. It can be extremely profitable to watch. With the internet, you can advertise your product on a global level without needing to feed the coffers of Time Warner or NBC. For pennies on the dollar. As Clay Shirky said last year:
So forget about blogs and bloggers and blogging and focus on this — the cost and difficulty of publishing absolutely anything, by anyone, into a global medium, just got a whole lot lower. And the effects of that increased pool of potential producers is going to be vast.
Of course, Big-Mediaville not too happy about it. Their golden goose is turning rusty before their eyes.
But what’s far more interesting to me is how small businesses, in their millions, can now move in and fill the gap, finding their own “Global Microbrand”. Their own golden micro-geese.
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