Best
Helge

http://www.psfk.com/2009/06/monocle-xs-brands-v-agencies.html
http://www.fastcompany.com/blog/kelsey-keith/designage/infographics-day-rethinking-cities-good-and-ibm?nav=inform-rl

Jeff Jarvis: “Google is not an enemy, Google is a model” from Carta on Vimeo.

via Nitmesh
http://www.nitmesh.com/blog/2009/11/tough-love-for-media.html

“We’re not going from a world of Business Model A to one of Business Model B, we’re going from Business Model A to Business Models A to Z.” – Clay Shirky

Personally we have already been working with some ideas for co-creation and the solutions aren’t that far away – or that difficult to spot. But it’s first when media understands that they are not building more content to fit it with even more display advertising real-estate (it’s quite bad in Norway: http://www.vg.no/), they’re building more content to extend on their existing value creation with readers and participants. And earning money either from brands offered completely new models for sponsorship, or from membership based revenue models and the co-creation of content with brands.

Helge

I agree with you, and it’s good to see brands, ie. Playboy, doing interesting stuff together with brands: http://is.gd/4VEgC

The challenge is often the ethical guidelines where media wants clear separation between advertising/marketing and editorial. This is understandable, especially with a lot of their products.

(So let’s not get into “fair and balanced reporting” or PR here :o)

But I’d like to challenge this mindset, there are especially to things I see changing the picture:

Marketing used to be a bad thing, unwanted, persuasive, subconscious. But this is old mindset stuff. New marketing ideas are more about adding something valuable to peoples’ experiences. If this is done transparent people will appreciate the value. Marketing becomes wanted.

Media is more than just news; it’s a host of different niche products. Brands belong in the niche products. Co-creating value that is contextually relevant on existing or new arenas together with the media and our participants.

So there is a definite opportunity here for value creation – both ways. But we can’t look for new opportunities through the lenses of the old models. We need fresh ideas, fresh models, and the belief that in these ideas lies the opportunity to change media. (as it needs to be changed)

I also think Brands can co-create value with professional content creators, e.g. the way Pepsi did it with SNL writers: http://danielgoodall.com/2009/03/27/advertising-is-dead/

Since great, professional content is something that brands will increasingly need, then partnerships with these content creators (the media) is one possible revenue stream for them.

Advertorials 2.0, perhaps?

I think media is as interested as we are in discovering the new ideas, (and taking back ownership of their real estate) but it is the system that is corrupt. Held together by the only role still getting some value back from the status quo.

This quote is from the CEO of the media company I also quoted in the post (my translation):

”We’ve lived of selling generic squares – it’s incredible that we are still aloud to do that, and that we are trying to live of it”
- Kristin Skogen Lund, CEO, Aftenposten