Bob Lambert forwarded this interesting commentary by Tom Foremski of ZDNet regarding how every company today is becoming a media company, based largely on the trend of constantly publishing via a multitude of channels.
“Every company needs to be able to talk and listen, and to master our two-way media technologies and publication platforms,” writes Foremski.
He cites Cisco as a pioneer in this area, a company that was leveraging RSS feeds, blogs, and top journalists as early as 2005.
Foremski notes that early in this process Cisco experienced significant traffic numbers: “It was greater than the combined traffic to several of the top industry trade publications. Wow! I thought: what happens when Cisco starts to cut back on the tens of millions of dollars it spends in advertising with these publications?”
The company just celebrated the one year anniversary of its online publication, “the network,” that employs a team of leading editors and journalists.
What makes its approach unique, perhaps, is that Cisco is more concerned with who is sharing the content, and not necessarily the total numbers. They are targeting the key decision makers who commonly control budgets.
“If you can reach a key decision maker like that, you can probably do the same for their counterparts in other organizations, too,” adds Foremski. “Buying millions of dollars in network equipment and other IT systems, will easily pay for the cost of producing a unit of media content.”
He suggests that quality of content is not an issue, but “the network” needs to improve distribution and promotion. But like other companies, Cisco is still learning how to become a media company.
Bob Lambert forwarded this interesting commentary by Tom Foremski of ZDNet regarding how every company today is becoming a media company, based largely on the trend of constantly publishing via a multitude of channels.
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