Tag: content portability

Posted on

Former Head of CBS Digital: Newspapers Must Accept Digital Platforms

Larry Kramer, former head of CBS Digital Media, discusses the need for newspaper publishers to utilize multiple distribution platforms in this video on Bloomberg. Apple Inc. is developing a digital newsstand for publishers that would let them sell magazines and newspapers to consumers for use on Apple devices, said two people familiar with the matter. Kramer talks with Deirdre Bolton on Bloomberg Television’s “InsideTrack.”

The marketing lessons here are:

  • Newspapers have to change their business model. Don’t just rely on print. That doesn’t mean that newspapers don’t matter but that more people may be reading your article online than in the print edition of the paper.
  • The platform has moved from print to digital and content is portable. This means that your content must be real time, sharable, and across multiple platforms. Content must be portable.

Click on the Picture Below to Play the Video

Posted on

MLB.com CEO on the REAL future of television

Media and communication have undergone major changes in the past few years. Print is dying and even the old “bunny ears” analog television has officially died – thanks to the introduction of digital TV. But this is more about a platform than content. People are still reading newspapers and magazines — but online, requiring more frequent content and search engine optimization techniques to get found. People still watch television — but now the signal is digital and it might be TiVoed, OnDemand, on their iPad, iPod, iTunes, computer, or other portable device — and thus necessitating a change in advertising.

Traditional publishers, like the BBC and Major League Baseball, have understood this and embraced content portability. The BBC has their innovative iPlayer and the MLB has embraced it with mlb.com.

Bob Bowman recently spoke to Business Insider about the future of television.

One of the most important piece of advise that Bob Bowman gives is also what I have been advising clients: “Rather than fight it, accept it.” (7:30) This is the future. You don’t have to like it (I don’t always), but this is the way things are going and you can either choose to be a part of it, have a say and influence at times, or you will not remain relevant.

(By the way, as I write this post, I’m watching the NBC Nightly News – the day after it aired, from their podcast, on my laptop, and not my television. Not even in the same country that the show aired. This is the future of television).