virtualDavis

Where to Look for Opportunities

When we start with the premise that consumers haven’t paid for content in the past, we gain visibility into new ideas that make sense for the digital era.

It’s not micro-payments alone that will save the future for professional quality media content. On the other hand, the idea that the consumer will always pay for distribution that massively over-serves their needs is not a foregone conclusion either. Paying $2500+ per year for cable/broadband/telephony/mobile in order to gain access to a million times more content than you could ever possibly need is not going to work out so well for the media industry either.

We need solutions that improve the relevance of content for individual consumers without expecting individual consumers to be able to predict exactly what they want. The Internet has exploded the supply of content but digital technologies have only just begun to filter and sample that content for the consumer in an effective manner.

Content providers who used to enjoy control over the method of distribution are feeling a lot of pain but their content remains vital and appealing to consumers. Rather than stomping our foot like Mr. Isaacson, it is better to focus on new solutions that tie content and distribution together in ways that create great consumer experiences.

We don’t know what the other side of this transformation will look like but we have guidance;

• Look at what the iPod did for music. Think about the critical role of sampling in the success of the micropayment model for songs.
• Look at the potential of what Kindle can do for print publications.
• Study the legacy of syndication that makes business partners of the content distributor and the content provider.
• Look at the popularity of expensive sets of DVDs for old TV episodes.
• Anticipate what the near-future DVR will be capable of doing.
• Think of what GPS will mean for the distribution of local and timely content.
• Think about what Twitter and search are doing to reveal the consumer’s need for specific content at precise moments in time.

It is time to think about distribution and content holistically. Digital technologies are not the enemy, they are an enormous opportunity to improve the relevance of content to the individual consumer. Don’t think so small as micropayments for one article at a time and don’t take for granted the current ability to charge a big fee for massively over-delivering irrelevant content. Look in the middle.

Somewhere in between asking the consumer to buy content “al a carte” and asking the consumer to pay for the whole menu, new “prix fixe” solutions are going to mature.

A Final Word from Our Sponsor

While we are at it, let’s not lose sight of the value of the advertising supported model. We are in the middle of a complex media transformation and a brutal recession. At times like this, pundits like Bob Garfield want to convince us that advertising is dead.

Advertising works. In the digital era, the consumer finds it very easy to ignore irrelevant advertising but they are quicker to engage with relevant advertising than ever before because the Internet makes engagement easy.

Be careful not to throw the baby out with the bath water in pursuit of the goal of getting the consumer to pay for the content. The advertiser remains happy to assume that role so long as we can offer a reasonably scaled and engaged audience. We just need to apply our new resources to help the advertiser better align their message with the right consumer at the right time.

Media companies can create new and better advertising values and it will still command a premium relative to the costs of distribution. Now that digital efficiencies have greatly reduced the cost of distribution, media companies need to look hard at the overhead that is a hangover from the analog era.

Some legacy media executives complain that they are trading analog dollars for digital pennies as advertising moves online. That is a valid concern so we can’t drag our feet when it comes to rethinking overhead costs from analog dollars to digital pennies as well.

We can reduce overhead, improve advertising value and find new consumer revenue models built on interesting combinations of content and distribution all at the same time. We need to be more disciplined about who the consumer is and what they really want as we build our new solutions, but the solutions are just waiting for the imaginations of new media moguls to find them.

via huffingtonpost.com

I excerpted this from an informative piece with sound thinking that I’d recommend to anyone creating content (word, video, music, etc.) for an audience. A few highlights:

#1. “We need solutions that improve the relevance of content for individual consumers without expecting individual consumers to be able to predict exactly what they want.”

#2. “Study the legacy of syndication that makes business partners of the content distributor and the content provider.”

#3. “Think about what Twitter and search are doing to reveal the consumer’s need for specific content at precise moments in time.”

4. “We need to be more disciplined about who the consumer is and what they really want as we build our new solutions, but the solutions are just waiting for the imaginations of new media moguls to find them.”

Memoirs of a Scanner (Martinibomb Version) from Damon Stea on Vimeo.

I’m always excited by innovative techniques for storytelling in the digital age, and ‘Memoirs of a Scanner‘ definitely qualifies. It’s a giant leap for office nerds! The super creative folks over at Mindfruit Films made this uptempo melodrama using only an office image scanner… It’s short, intriguing, disturbing and only a minute long. How can you pass that up? And it just might trigger some ideas for how to tell your own story in a clever new way!

Check out these links:

• Mindfruit Studios
• View the video on vimeo.com
• View the Neatorama post
• Deconstructing André Breton To Feed The Scanner (Blind Flaneur’s intriguing follow-up blog post)

via theatlantic.com

Related articles

• Publishers still missing the point on e-book prices (gigaom.com)

I just whipped up this prehistoric fellow over at the scribbler. A primitive hare. A cobwebby doodle…
Want to make one? The scribbler allows you to create a “generative illustration” (I prefer doodle to “generative illustration”, but maybe I’m too old school) based on your drawing. And you can save it afterward by following the instructions on the left hand side of the screen.

Why did I draw a funky petroglyphic hare? No idea… It’s not even rabbit, rabbit time of the month!

via blog.nathanbransford.com

The publishing world is awash in doomsday chatter, agonizing over the rapidly evolving packaging, distribution, retail and copyright landscape. There’s no question; the publishing world has changed, is changing and will continue to change. Bitch if you want, but we can’t go back!

Frankly, I’m with literary agent Nathan Bransford who says, “You can either be scared of the future or excited. I’m pretty excited.” His blog posting last Thursday has been swamped with comments, mostly optimistic comment from folks who are tired of the horror stories.

Bransford trumpets what’s being referred to more and more as thedemocratization of the publishing world. In the old paradigm, the filtration process (publishers, agents, retailers, etc.) dramatically limited the content that made it from creators to consumers. Probably in most cases this was a “good” thing, but it’s not hard to find fault with the top-down publishing model.

“In the e-book era, everyone will have a shot. And I refuse to believe that’s a bad thing… Yes, there’s going to be a lot of dreck out there that we’ll have to find a way to sort through. Yes, publishers will be challenged by lower price points and will have to change and adapt to the digital era. Yes, my job will probably change some too… And yes, this new era will require more of authors… It will require an entrepreneurial spirit and a whole lot of virtual elbow grease… But what better time to be an author?! All any writer wants is the chance to reach an audience and see what happens from there. Just a chance. And it’s looking like everyone’s going to get that chance.” (via blog.nathanbransford.com)

What’s a book? Is this timely, or what?

(Cartoon via kratlee.tumblr.com)

“What I really love is that after working for (gulp) over twenty years in publishing, the game is still changing. Though no one really knows what the new business model(s) will look like, or how they’ll generate revenue, I am optimistic (or foolish) enough to think that these challenging times will give way to an exciting new landscape when all the details shake out. And I am honored to bear witness to this rebirth.”

via Lydia Dishman’s blog

The game is changing for sure, and it’s damned exciting! I feel like book publishing and storytelling in its purest form are re-converging. Storytelling in the digital age will grow more and more engaging, more and more compelling. I share Lydia Dishman’s optimism; only a lack of imagination can inhibit the exciting new means of sharing stories.

Ever have that feeling that you’re late to the party? Like everyone’s already had a cocktail and an appetizer or two, and then you stroll in with your hair still wet from the shower and your shirt buttoned up crooked?

I’ve been feeling that a little bit lately. Especially while trying to decide whether or not to join Facebook. It rose rapidly and quickly eclipsed all equivalent social networking sites during the last couple of years that Susan and I renovated a pair of old buildings in Essex, NY. Prior to catching the residential rehabilitation bug — or at least prior to the last 3-4 years during which I’ve been 110% consumed with revitalizing five distressed buildings from the early 1800s and 1900s — I considered myself at least near the vanguard of the new media movement. No longer. While I blundered around in a dusty, plaster splattered purgatory, the wired world has catapulted forward. Now, fumbling around like a man blinded by sunlight after too long among the troglodytes, I’m trying to get my bearings. And there is no question; I’m very, very late to the party!

LinkedIn happened to be my first encounter. I was at Susan’s Hamilton College reunion a year and a half ago, and I met Dan Nye who was the much heralded CEO of LinkedIn at the time. He made a presentation about the service to fellow alumni, and by the time I connected with him that afternoon I’d already joined. The concept fascinated me, and his down-to-earth pitch and sharp wit convinced me to act. Since then, my LinkedIn profile has proven to be an invaluable networking tool.

Twitter was next. I’d toyed with it a couple of times before, mostly because it seemed simple and serendipitous. And because it was viable from Blackberry which was indispensable this last couple of years. But it also seemed frivolous during a time where I was rationing minutes for eating and sleeping. So it slipped. Until a few weeks ago when I posted my first tweet to virtualDavis on Twitter. I’m still a newbie for sure, but I’m having a blast. I’ve been really surprised by how quickly I’m connecting to all sorts of great tweeters, and frankly it was the incredibly welcoming atmosphere that I’ve experienced with Twitter that prompted me to take the Facebook plunge. It’s sort of ironic since the Twitter vs. Facebook debate surfaces so often online. For me, a great Twitter experience is what motivated to set up a virtualDavis on Facebook account. And they seem like totally complimentary services, each so totally niched and overdelivering w/in their niches.

So, last night I finally accepted an invitation to join Facebook and I’m off and running! I’m taking a little ribbing from friends who have mocked me for not getting on sooner, but it’s been in good spirits. And I’ve been overwhelmed with the positive response and with the number of friends who’ve quickly connected me. That tells me I’m lucky to have good friends, but it also serves as a gentle warning. These folks must be on Facebook all the time! I’ve been amazed at how instantaneous interaction is on Facebook, which makes me wonder how anyone gets anything else done… Late last night, I realized that I’ll have to learn how to close the browser and go to sleep!

To everyone who’s welcomed me into the 21st century, thank you!