Look Past Current Media Upheavals And See The Audience

摘要

It doesn't much matter what category or market you are in. If you're in the b-to-b media space, there are plenty of things to keep you up at night. Despite the challenges, there is an incredible amount of opportunity out there if we can remember one thing: Our business is still about the audience. To be sure, that audience is changing in Internet time, both in terms of what it wants from us and how it wants it. Moreover, this change is going to accelerate as younger people become a larger part of our audience. From my perspective, the first thing to realize is the old world of aggregating an audience of importance and offering it to the customer is a strategy for extinction, In the new media model, you must offer your audience the capability to form on its own and to build its own groups around subjects it collectively believes to be important. You have a different mission in this new world: making sure this happens on your platform, with your tools.