RE: UKNM: The Disposable Brand

[Carol Dukes]

This is really interesting Bill.  Two thoughts:


- are we sure that Hollywood really likes the "disposable brand model"?

Would the plethora of sequel movies not suggest that studios are trying

to turn their successes from one-hit wonders into reliable repeaters?  


- the movie industry is largely based on people paying for the content,

which is not yet the way of the Web.  It seems likely that advertising

will play some part in most Internet business models.  A one-shot

disposable brand is difficult to sell to advertisers as it is hard to be

confident in advance about the scale or nature of the audience, whereas

the repeat brand model of, say, a magazine enables everyone to know the

likely environment and audience for advertising prior to publication of

each issue.


However a repeat brand is not necessarily the same as a brand extension,

which is presumably what the iVillage / Hearst rumours are about.  


Carol Dukes

Managing Director

Carlton Online Ltd

25 Knightsbridge, London SW1X 7RZ

Tel: +44 171 663 6434

Email:

cdukescarltononline [dot] com

Web: http://www.carltononline.com




-----Original Message-----

From: Bill Thompson [

billdial [dot] pipex [dot] com (mailto:billdial [dot] pipex [dot] com)

]

Sent: Tuesday, September 01, 1998 6:54 PM

To:

uk-netmarketingchinwag [dot] com

Subject: UKNM: The Disposable Brand



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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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