atmosphere

Interesting trend piece highlight by PSFK about media hybrids (magazines that do podcasts for example). The gist of it is that smart media owners don’t see themselves as TV station, newspaper or magazine they see themselves as creators of content first - the platforms are adaptable and in the long run disposable. Pretty sure if you’re in media and you don’t get this your publication is totally doomed. This applies to websites as much as newspapers - what’s happening papers today could certainly happen to web mags tomorrow. A great example I personally love is Monocle which is primarily a magazine but also a weekly podcast and a shop. As a marketer I also think this is equally relevant to brands. In fact maybe more so as consumers deliberately seek out media because they find it interesting while as brands need to be much more pragmatic about attracting attention. Who cares if a consumer visits your website, Youtube or Facebook - as long as they receive the message the platform is almost irrelevant (I say almost as I guess putting your brand message on a porn site is going to make you look a bit grubby). Certainly this is something we’re looking at for many of our clients. ghd in particular springs to mind as well as running a local microsite linked to a number of events the same content is being spread via mobile, facebook, twitter, web video and several media partnerships (due to launch in the next month or so). We’re not creating new content for most of these platforms - we’re making our brand content work harder. Dan