If I’m a mobile technology company, I’d be all over that.

If I’m a mobile technology company, I’d be all over that.

Today, that idea makes too much sense. Built in audience, great content, loyal following, credible brand…why buy advertising space and rent when you can own it outright.

To Marc’s point – smart marketers won’t screw this up, although the potential is there to want to sell sell sell, when they should be focused on true engagement.

Regarding Sarah’s point, I understand about you (CB) being jaded regarding “traditional” custom publishing. Most “popular” custom publications for the last decade don’t present themselves like being all about the customer – like MyFord magazine or even some of the inflight magazines, which are also custom. That said, I’ve worked on (and seen) some amazing corporate publications that have some incredible and loyal followings that completely focus on the customer’s informational/entertainment needs. Look at Corvette Quarterly for instance. If a reader somehow doesn’t get an issue of that panic ensues in the streets. That is a beloved custom publication. Also, some of the b-to-b custom pubs are amazing (and I would argue have better content than some of the trades that fill the space).

Anyhow, this is much bigger (to your point). Had a conversation with a group of marketers today that in five years it will be hard to distinguish between a media company and a product/service company. Media companies are learning how to be marketers and sell product. Marketers are learning how to be publishers and create consistent and relevant content to customers. It then makes sense for marketers to look at purchasing a play like Adorama has.

Kudos to Adorama…and much more of this to come.

Thanks Chris.

Today, that idea makes too much sense. Built in audience, great content, loyal following, credible brand…why buy advertising space and rent when you can own it outright.

To Marc’s point – smart marketers won’t screw this up, although the potential is there to want to sell sell sell, when they should be focused on true engagement.

Regarding Sarah’s point, I understand about you (CB) being jaded regarding “traditional” custom publishing. Most “popular” custom publications for the last decade don’t present themselves like being all about the customer – like MyFord magazine or even some of the inflight magazines, which are also custom. That said, I’ve worked on (and seen) some amazing corporate publications that have some incredible and loyal followings that completely focus on the customer’s informational/entertainment needs. Look at Corvette Quarterly for instance. If a reader somehow doesn’t get an issue of that panic ensues in the streets. That is a beloved custom publication. Also, some of the b-to-b custom pubs are amazing (and I would argue have better content than some of the trades that fill the space).

Anyhow, this is much bigger (to your point). Had a conversation with a group of marketers today that in five years it will be hard to distinguish between a media company and a product/service company. Media companies are learning how to be marketers and sell product. Marketers are learning how to be publishers and create consistent and relevant content to customers. It then makes sense for marketers to look at purchasing a play like Adorama has.

Kudos to Adorama…and much more of this to come.

Thanks Chris.

Couldn’t agree more. I’ve been preaching about this “next wave” since 2007 and actually thought 2008 would be the year it would take off given that the cost of digital creation and distribution has all but reached zero. Thus, it is actually cheaper for a brand to create a community around smart, interesting content than it is to create a single national ad campaign.

I’m not sure I agree with those in the comment stream that say you have to build the audience first. Certainly easier to get a sponsor that way but I think it could actually work better the other way around.

Find a smart, “get it” advertiser that wants to build a Micro-Content community around a passion (one that uses their product obviously) and then build a high-quality content stream and deliver that stream where the consumer is – much like Gary V does. You don’t have to go to WineLibraryTV – you can see his shows on Vimeo if you choose.

Done right, the content is the ad and thus no traditional styled (this content brought to you or splash banners/pre-rolls) are required. It’s seemless and transparent as the brand isn’t trying to “sell you” but instead providing you good content you want to invite into your life.

Won’t work for every brand, but if your product is used as part of someone’s passion — I think this marketing approach is a no brainer.

@TomMartin

Couldn’t agree more. I’ve been preaching about this “next wave” since 2007 and actually thought 2008 would be the year it would take off given that the cost of digital creation and distribution has all but reached zero. Thus, it is actually cheaper for a brand to create a community around smart, interesting content than it is to create a single national ad campaign.

I’m not sure I agree with those in the comment stream that say you have to build the audience first. Certainly easier to get a sponsor that way but I think it could actually work better the other way around.

Find a smart, “get it” advertiser that wants to build a Micro-Content community around a passion (one that uses their product obviously) and then build a high-quality content stream and deliver that stream where the consumer is – much like Gary V does. You don’t have to go to WineLibraryTV – you can see his shows on Vimeo if you choose.

Done right, the content is the ad and thus no traditional styled (this content brought to you or splash banners/pre-rolls) are required. It’s seemless and transparent as the brand isn’t trying to “sell you” but instead providing you good content you want to invite into your life.

Won’t work for every brand, but if your product is used as part of someone’s passion — I think this marketing approach is a no brainer.

@TomMartin