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Who is king?

A once-great empire left in his wake, Disney CEO Michael Eisner gave a speech to the Hollywood Radio and Television Society days before his departure from Mickey’s throne saying, “content isn’t actually king, as the saying goes, but that it’s more of a steadfast queen, the true power behind the throne, who loyally serves whatever king currently holds the distribution scepter.”

Setting aside his dubious legacy at Walt Disney‘s magical world, Eisner has a good point: what good is content if no one sees it. Distribution really is king. Long live the king.

Think of it this way: what you’re selling is content, how you’re found is distribution. And, oh how that is changing…

If you can’t beat ’em, buy ’em

In what they may consider a bold initiative, major media companies are increasingly fighting audience erosion by trying to out-do what their on line competitors are doing. Proof positive comes in today’s Wall Street Journal (subscription required):

Driven by fear of losing advertisers and audience to the Internet, large media conglomerates are spending billions in a spate of acquisitions and aggressive Internet initiatives, and are likely to keep on spending.

Companies like Viacom Inc., News Corp. and Time Warner Inc. worry that they will miss the rapid expansion of Internet advertising while their own, more-traditional sources of revenue growth are slowing. Some hope to directly challenge the giant portals like Yahoo Inc. and Google Inc. — Web sites that serve as gateways to the Internet. Others are transferring some of their most valuable content to online sites, even though that risks alienating their traditional distribution partners.

“Traditional distribution partners.” Like a cross-country runner in cement sneakers, legacy players can see the finish line but can’t seem to get their feet moving that way. Going through the motions and trying to “buy” the channel screams out of old-line thinking isn’t going to get it done. When rules change, your game has to change.

Are you doing the same thing? Remember push vs. pull. (see: They Just Don’t Get It) Denying this shift is akin to lamenting the halcyon days of 50¢ gasoline; it’s a new world. Dig deep, pay up and keep driving.

Sea changes for media

The ocean went away. That’s chilling description of what happened moments before last Christmas’ Tsunami. Well, Happy New Year because the ocean’s going away again and the astute are headed for higher ground. I’m talking about the Tsunami-like changes sweeping through and redefining what we once knew as “the media.”

An early observer of this sea change, former FCC Chairman Michael Powell described the shift as “Application Separation.” In the old days you needed a tower, a license, equipment, people, money, etc. Today all you need is Internet access.

Terry Heaton’s report summarizes Powell’s view: “one no longer needs to own the infrastructure in order to publish, distribute or broadcast content. This is turning the media world upside-down, and most of the traditional media response, I’m sorry, falls under the category of “they just don’t get it.”

Terry’s insights and advice are food for thought for broadcasters and marketers alike. Do you think the choice of channels is the only place where an increasingly sophisticated consumer is exerting their will?

Here’s how I see Terry’s action plan for broadcasters adapted for marketers…

Who is king?

If you can’t beat ’em, buy ’em

Sea changes for media

Your intrepid correspondent

Grooveyard of posts past