“[Fred] Wilson suggests the media universe comes down to a blend of paid media and earned media, the latter of which is becoming increasingly important in this age of consumer expression and conversation. “There are still a lot of marketers out there buying their media when they could earn it, and earn it a lot less expensively,” he notes.
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This is why our entire marketing debate must shift to the tougher operational decisions we need to make to maximize earned media. And we also need to be brutally honest about the upfront investment and choices we need to get this right. Long term, we’re likely to save a ton of money, but short term we may need to invest in pulling out the old wires.
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Image by niallkennedy via Flickr
Earned Media May Be Efficient, but It’s Far from Free
Rafer sez:
We also need to discuss the complementary idea of Earned Access. Part and partial of the paid access that Journalism Online will attempt, the significant social sharers need to be compensated for spreading the word. Charging the free riders might be ok in some circumstances, but there are a lot of Scobles and mini Scobles out there. They are the people who bring publishers a lot more readership then they use. They are resources to be rewarded, not pure consumers to be taxed.
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Reblogged from /notes.
May 27, 2009, 8:00am
