“Become a media company. ”

Found this on Adotas today:

“I didn’t understand the concept either, until David Kirkpatrick wrote about it in November of 2006. “Why buy ads when you can control the content instead?” Let me repeat that on Mr. Kirkpatrick’s behalf “Why buy ads when you can control the content instead?”

“It’s that simple. Anyone can be media. Anyone.

“What does this mean? This means the game has changed. It means that if you plan on being in business in the 21st century, then you have to do this. If you aren’t doing this, if you aren’t using these tools, then you aren’t a 21st century marketer. With each passing month, old school advertising fades and the digitalization of media steps more and more into prominence. Soon, analog will be dead. Next will be traditional advertising. We’ve said it hundreds of times, you must adapt or die.”

Boyd Pearson is Editor-in-Chief of Unbound Edition and a Senior Associate with Patrick Davis Partners, a national brand strategy firm.