Gerd Leonhard, a ‘media futurist’, was interviewed at the Future Media Days conference in Oslo. Unlike the rather tired concepts that many of those writing or speaking on publishing’s future keep pedalling, he introduced some new, compelling ideas:
Copy vs. Access Economy
The media business used to be about selling copies of content in various formats. No more. It’s now all about access-based models, like subscriptions, and monetising content through that access.
Will Media Companies Make Any Money?
Yes but only by creating new values: “the value of attention and of marketing the attention”; and Seth Godin’s buzzword, curation. Control is out and trust is in. With the “new logic built not on scarcity but ubiquity” you need to attract rather than force people attention.
Media companies are basically matchmakers between the audience and the creator. There’s still a huge need for an industry in the middle but instead of focusing on distribution and production, these companies “need to organise the ecosystem”.
There are only three possibilities:
- I pay – the artist pays for, or at least doesn’t get reimbursed for, creating
- You pay – the consumer pays
- They pay – someone else – an advertiser, the tax payer, anyone who’s not the artist or consumer – pays
The ‘they pay’ option is going to become much more sophisticated and smarter. “The trillion dollar industry of marketing and advertising will fund content”.
Watch the interview here: http://www.youtube.com/watch?v=31fJnVtsLrU&feature=player_embedded
Gerard’s presentation from the conference is also definitely worth a look, download it from his site here: http://www.mediafuturist.com/2010/11/the-future-of-media-a-new-ecosystem-presentation-at-future-media-days-oslo.html