UKNM: The Disposable Brand

[Bill Thompson]

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I don't know if you get @NY (see www.atnewyork.com for all the details)

but editor Jason Chervokas has a piece in the current issue about

how Hollywood is taking over content online.  And he says


(START QUOTE)

New York's mediacentric way of thinking is brand-obsessed. Build a

brand, hold it close, and extend its offerings is the thinking at places

like iVillage, for example. It's no wonder then that iVillage is rumored to

be in talks with magazine publisher Hearst. Like Hearst iVillage is trying

to build a brand that will live for years and accrue money, audience, and

cultural association the way old-line magazines always have. But in

Hollywood, each film is like a disposable brand that lives several

lives--theatrical, foreign, home video, interactive--but ultimately comes

and goes. Hollywood is used to spending hundreds of millions of dollars on

disposable content brands. Ultimately, the disposable content-brand model

may be the one that makes the most sense for the Internet, at least until

the platform is more stable and access is ubiquitous. 

(END QUOTE)


It seems to me that he has hit upon something really important - and

until we can work with this model we'll never make online as

important as other media.


Bill


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Bill Thompson     +44 (0) 1223 245963

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