We believe there are now four distinct types of media: traditional mainstream players, digitally native"hybrids" that blend community and journalism, social networks and corporate/brand-owned media. Atthe center sit two prominent forces that circulate stories: search and visual content.Change in the media continues to accelerate at breakneck speed.
ABC World News Tonight
this week added a Twitter hashtag that stays on screen throughout thebroadcast. It reminds viewers where the conversation can continue.Meanwhile
The New York Times
paywall is proving effective: 500,000 digital subscribers drive 90percent of the page views.They are all moving toward convening communities
just like Nike
with Nike+. What’s more, they are
also rapidly expanding their brands to the fourth screen - tablets. This comes as global tablet shipmentsare expected to reach 106 million units this year
a significant addition to the existing three screens: TVs,computers and smartphones.
But there’s much more.
There are five key ways that technology is changing how content is produced, distributed, consumed and,ultimately, monetized.1) New Social Giants Are EmergingWhile Facebook, Twitter and LinkedIn remain juggernauts, new players such as Pinterest, Instagram andTumblr are growing rapidly. Tumblr, in fact surpassed 50 million hosted blogs in March, and Instagramwas purchased by Facebook for $1 billion less than two years after it launched.What's notable here is that the new players are visually very strong, which is helping them catch on withconsumers. This is why just last week we moved eBay's Inside Source site into Tumblr. It's easier to go tothe audience where they are, rather than trying to bring them to you.But it's not just new social networks and platforms, however. There are social startups in the newsbusiness as well. Buzzfeed is one such example. Buzzfeed started as an aggregator of shareable videocontent. Today, they are making an aggressive push into social publishing. They employ what CEO Jonah
Peretti calls “The Mullet Strategy”: A mix of serious news upfront, and a party in the back.
And themedia giants are following their lead.2) Paid Media Now Amplifies SocialIt's no longer just about display or search. There's now a huge opportunity to use paid advertising tohighlight organic social conversations and support PR.Facebook, for example, has a platform called Sponsored Stories that brands can use to turn organicadvocacy into promoted messages. Edelman Digital recently used the platform for Ben & Jerry
s newGreek Frozen Yogurt line and ran sponsored stories in
Twitter's two primary ad programs allow marketers to highlight their tweets in their existing and popularstructures - such as the list of Trending Topics.