3 UNDERSTANDING THE OPPORTUNITIES IN MICROMEDIA

IN THE FALL OF 2014, Andrew Edgecliffe-Johnson wrote a tremendous article in the Financial Times titled “The Invasion of Corporate News” that explored the disappearing chasm between journalism and PR, writing, “The lines between journalism and PR are rapidly becoming blurred as business interests bypass traditional media to get their message across.” He cites the growing number of companies, including Chevron, GE, Wells Fargo, Target, and others, that have created micromedia channels to provide entertaining and informative information that (they hope) their fans want to read and share. The goals of this new breed of corporate communications are no different from major media outlets: they want to create content that their audience is seeking so they can grow their influence. Journalists do this via news and companies, and individuals can now do it by telling stories about their products and services in compelling ways.

As part of the piece, Edgecliffe-Johnson interviewed Ashley Brown, who built Coca-Cola’s content marketing program before joining Austin-based Spredfast. She said, “If they can produce content that is sufficiently emotionally engaging and useful, fans will share it on social media. We advise customers that the world needs more great content.” Edgecliffe-Johnson continues, “But broadcasters and magazines no longer have a lock on distributing compelling stories: individual consumers are just as likely to do the job for brands.”

He’s right, of course—and this shift isn’t just happening in the news business. Groups that have had a lock on distribution for decades, from record companies to book publishers, are now fighting for survival, racing to innovate and change, as their business models face disruption from all sides.

We could have a spirited discussion on whether the democratization of distribution is, in general, good or bad for consumers (most would argue that it is good), but one thing is certain when it comes to the changes in the media landscape: they provide an enormous opportunity for those individuals and brands that are willing to become content creators themselves.