This is where Terry Heaton preaches the gospel. He basically says that content is not the answer.
First of all, he makes a very good analogy:
The reality, as my friend Gordon Borrell points out, is that the deer now have guns; anybody can be a media company that produces content, even the people formerly known as the advertisers. What do you do when the deer have guns? You get into the ammunition business. This is the real reinvention of local media.
But that’s not all. He goes on to write this:
So my advice to WMAQ-TV is the same advice I give to clients. Strip away the specialist mentality of the workforce, because the economics of media don’t support it anymore (ASIDE: this includes on-air people). Do the multi-platform thing. But don’t be fooled into thinking that this is your revenue salvation. Identify the local web. Organize it. Put ads all over it. In other words, be Google in your market.
Yes.
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