Comments on: The Battle For Control Of The Media Marketplace http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/ The (r)Eevolution of Media Tue, 22 Jun 2010 09:23:32 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Francesco Cardi http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/comment-page-1/#comment-113621 Francesco Cardi Thu, 05 Apr 2007 21:54:15 +0000 http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/#comment-113621 Interesting post, but let be more precise / specific on the wording. <blockquote> The media business is no longer about creating or even distributing content. It’s about controlling the platforms that create a marketplace for content and advertising. </blockquote> I would better say that the media business is about controlling the platforms that <strong>create a place for publishing content and provide effective / efficient mechanisms to link advertising to content</strong>. The difference is not just semantics. The winning platform have to offer both features, not just one. Youtube, for instance, exploded as the best platform to publish video content, but it didn't provide until now a convincing mechanism to link advertising to content. Same for Flickr re: photos, or DailyMotion again re: video. But will ever exist a single winning platform for both publishing and advertising? Or the advertising platform (Google search) will always work as a meta-platform of the publishing platform (web as a whole)? Interesting post, but let be more precise / specific on the wording.

The media business is no longer about creating or even distributing content. It’s about controlling the platforms that create a marketplace for content and advertising.

I would better say that the media business is about controlling the platforms that create a place for publishing content and provide effective / efficient mechanisms to link advertising to content. The difference is not just semantics. The winning platform have to offer both features, not just one. Youtube, for instance, exploded as the best platform to publish video content, but it didn’t provide until now a convincing mechanism to link advertising to content. Same for Flickr re: photos, or DailyMotion again re: video.

But will ever exist a single winning platform for both publishing and advertising? Or the advertising platform (Google search) will always work as a meta-platform of the publishing platform (web as a whole)?

]]> By: links for 2007-04-05 : Alistair Brown http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/comment-page-1/#comment-113449 links for 2007-04-05 : Alistair Brown Thu, 05 Apr 2007 17:19:11 +0000 http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/#comment-113449 [...] The Battle For Control Of The Media Marketplace » Publishing 2.0 “The media business is no longer about creating or even distributing content. It’s about controlling the platforms that create a marketplace for content and advertising. What is search but one big marketplace for content? Same with YouTube”. (tags: media publishing advertising DoubleClick marketing Google Yahoo Microsoft) [...] [...] The Battle For Control Of The Media Marketplace » Publishing 2.0 “The media business is no longer about creating or even distributing content. It’s about controlling the platforms that create a marketplace for content and advertising. What is search but one big marketplace for content? Same with YouTube”. (tags: media publishing advertising DoubleClick marketing Google Yahoo Microsoft) [...]

]]> By: David Cushman http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/comment-page-1/#comment-113182 David Cushman Thu, 05 Apr 2007 07:50:11 +0000 http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/#comment-113182 I think I see where you are going with this Scott. I have to believe the lessons of web2.0 (ie the re-awakening of what Alan Moore calls the 'We Species') combined with the necessity for engagement rather than interruptive advertising, means media brands can retain some value in this process. A media brand is a platform, but (critically) it is a platform for a community. I'm not sure google can say the same. Its value is in the community that forms around the brand and which must be free to dominate the brand. I've discussed this a little more <a href="http://fasterfuture.blogspot.com/2007/03/updated-definition-of-media-brands.html" rel="nofollow">HERE</a>. I think I see where you are going with this Scott. I have to believe the lessons of web2.0 (ie the re-awakening of what Alan Moore calls the ‘We Species’) combined with the necessity for engagement rather than interruptive advertising, means media brands can retain some value in this process.
A media brand is a platform, but (critically) it is a platform for a community. I’m not sure google can say the same.
Its value is in the community that forms around the brand and which must be free to dominate the brand. I’ve discussed this a little more HERE.

]]> By: Notes from a Teacher: Mark on Media » Wednesday squibs (updated) http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/comment-page-1/#comment-113124 Notes from a Teacher: Mark on Media » Wednesday squibs (updated) Thu, 05 Apr 2007 05:37:03 +0000 http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/#comment-113124 [...] Update 1: The Battle For Control Of The Media Marketplace. Scott Karp turns his attention, again, to the world of online advertising and outlines what one commenter describes as a “nightmare” — control of online advertising. [...] [...] Update 1: The Battle For Control Of The Media Marketplace. Scott Karp turns his attention, again, to the world of online advertising and outlines what one commenter describes as a “nightmare” — control of online advertising. [...]

]]> By: Michal Migurski http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/comment-page-1/#comment-112993 Michal Migurski Thu, 05 Apr 2007 01:48:46 +0000 http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/#comment-112993 <blockquote> Figuring out mechanisms that could prevent that would be a useful exercise.</blockquote> God, yes. What a nightmare scenario.

Figuring out mechanisms that could prevent that would be a useful exercise.

God, yes. What a nightmare scenario.

]]> By: jeff ubois http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/comment-page-1/#comment-112782 jeff ubois Wed, 04 Apr 2007 18:48:28 +0000 http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/#comment-112782 '...it’s only a matter of time before all media “transactions” are handled by a handful of platforms.' I hope you're wrong about that. Figuring out mechanisms that could prevent that would be a useful exercise. ‘…it’s only a matter of time before all media “transactions” are handled by a handful of platforms.’

I hope you’re wrong about that. Figuring out mechanisms that could prevent that would be a useful exercise.

]]> By: Vassa eggen http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/comment-page-1/#comment-113353 Vassa eggen Thu, 01 Jan 1970 00:00:00 +0000 http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/#comment-113353 <!--%kramer-pre%-->"Medieindustrin handlar inte längre om att skapa eller ens distribuera innehÃ¥ll. Det handlar om att kontrollera plattformarna som skapar en marknadsplats för innehÃ¥ll och annonsering. Vad är "sök" annat än en stor marknadsplats för innehÃ¥ll" skriver Scott Karp pÃ¥ Publishing 2.0. [IMG 24430701.jpg]• Ny tidning: Friidrottaren. Jag är – precis som i november – kritisk till om Interpress är den bästa säljkanalen för den här sortens tidningar. Det är kanske den enda lösnummerkanalen, men eftersom upplagan sannolikt<!--%kramer-post%--> “Medieindustrin handlar inte längre om att skapa eller ens distribuera innehÃ¥ll. Det handlar om att kontrollera plattformarna som skapar en marknadsplats för innehÃ¥ll och annonsering. Vad är “sök” annat än en stor marknadsplats för innehÃ¥ll” skriver Scott Karp pÃ¥ Publishing 2.0. [IMG 24430701.jpg]• Ny tidning: Friidrottaren. Jag är – precis som i november – kritisk till om Interpress är den bästa säljkanalen för den här sortens tidningar. Det är kanske den enda lösnummerkanalen, men eftersom upplagan sannolikt

]]> By: GrokDotCom: The Future Today http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/comment-page-1/#comment-113354 GrokDotCom: The Future Today Thu, 01 Jan 1970 00:00:00 +0000 http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/#comment-113354 <!--%kramer-pre%--> The Battle For Control Of The Media Marketplace Wed Apr 04 17:28:06 UTC 2007 via Publishing 2.0 <!--%kramer-post%--> The Battle For Control Of The Media Marketplace Wed Apr 04 17:28:06 UTC 2007 via Publishing 2.0

]]> By: Techmeme http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/comment-page-1/#comment-113355 Techmeme Thu, 01 Jan 1970 00:00:00 +0000 http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/#comment-113355 <!--%kramer-pre%-->DoubleClick Exchange Now PlannedScott Karp / Publishing 2.0: The Battle For Control Of The Media Marketplace<!--%kramer-post%--> DoubleClick Exchange Now PlannedScott Karp / Publishing 2.0: The Battle For Control Of The Media Marketplace

]]> By: Conceptualist http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/comment-page-1/#comment-113356 Conceptualist Thu, 01 Jan 1970 00:00:00 +0000 http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/#comment-113356 <!--%kramer-pre%-->Thailand Blocks YouTube Access For Insult to King The Online Ad Boom Banner Blindness Becoming Worse: Users Getting More Savvy Identifying Ads In Content New Algorithms from UCSD Improve Automated Image Labeling The Battle For Control Of The Media Marketplace To find money in open source, look for IP owners DoubleClick to set up digital-ad exchange <!--%kramer-post%--> Thailand Blocks YouTube Access For Insult to King The Online Ad Boom Banner Blindness Becoming Worse: Users Getting More Savvy Identifying Ads In Content New Algorithms from UCSD Improve Automated Image Labeling The Battle For Control Of The Media Marketplace To find money in open source, look for IP owners DoubleClick to set up digital-ad exchange

]]> By: Novefevereirodoismilesete http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/comment-page-1/#comment-118794 Novefevereirodoismilesete Thu, 01 Jan 1970 00:00:00 +0000 http://publishing2.com/2007/04/04/the-battle-for-control-of-the-media-marketplace/#comment-118794 <!--%kramer-pre%-->Interesting post from Scott Karp on the battle for control on the media marketplace<!--%kramer-post%--> Interesting post from Scott Karp on the battle for control on the media marketplace

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