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Published: June 21, 2010 at 09:28 AM GMT
Last Updated: July 19, 2010 at 09:28 AM GMT
Next Week in Jack Myers Media Business Report:
Upfront Spending Report: Network and Agency Consensus Data
Media Industry Core Value 2:
Consumers are NOT in Control. Crowds and Data are King of Media and Marketing.
Has there been a more prominent mantra for the media business in the past decade than "The Consumer is in Control?" After years of debate over whether content or distribution is king, industry pundits appear determined to crown the consumer as king of all media, suggesting that each individual has so much control over his or her own media and technology choices that both content providers and distribution outlets are effectively disintermediated. Marketers, regulators and investors need to better understand who is controlling the actual destiny of media content producers, distributors and audiences. One thing I know for certain, it is not the individual consumer. In this week's Members-Only Report below (non-subscribers can visit www.jackmyers.com for more information), I explain why consumers are not really in control of their own behavior, how consumer patterns and habits will be shaped more by traditional marketplace forces than by emerging social media, and why data is the defining force of the future.
Jack Myers Media Business Report is published every Monday exclusively for corporate subscribers. If you believe you are a subscriber and should be receiving the extended members-only version of this report, please contact Jack Myers at firstname.lastname@example.org. For subscription information click here.
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