Brands today have more consumers at their fingertips than any TV show or magazine could ever offer thanks to an abundance of multi-connected digital platforms. But entertaining those consumers on multiple platforms is a role that brands have never had to play before. The opportunities are turning brands into this generations publishers. This is the next evolution in content creation -- when brands fully take on the role of publisher and entertainer. And the brands that do this successfully will win.
Playing the role of publisher and content creator means moving beyond old-school push-message advertising. It means creating engaging content that invites the consumer in to make the experience their own, and it means allowing the consumer to be the copywriter in some cases. It also means that brands must constantly evaluate if their content is fresh, engaging, provoking and causing a reaction in their audience. It means that brands must entertain … or fail.
by Rob Reid
With book sales going digital much faster than music sales did, why is the publishing industry growing, and not imploding? How threatened are publishers & labels as content creators start developing audiences directly through iTunes and Kindles? What does this mean for independent writers & musicians? And do our deranged copyright laws benefit anyone but profiteering lawyers? Rob Reid’s talk will compare the online challenges faced by publishing vs. music. Rob founded Listen.com, which created Rhapsody – the first digital music service fully licensed by every major label. Rhapsody remains one of the largest online music services, and is owned by MTV and RealNetworks. Now an author, Rob’s in the thick of another industry’s digital transformation. Rob’s book Year Zero (published by Random House this July) addresses some of these issues. In it, aliens seek to erase the ruinous fines on their vast collections of pirated American music by destroying the Earth. Parts of it are made up.
Good libraries are community-minded, technologically-aware, devoted to increasing access to information, and interested in preserving the local cultural heritage. Good newspapers aggregate and curate information for their readers, prioritize the local population, and are the record of a place, a time, a citizenry. Both believe they must tell stories for everyone, not just themselves.
Libraries have experience with media production, and are already a known community resource. Supporting communication within their community falls within the library’s mandate to increase access to information. Building on the “maker” ethic, how can libraries help their communities make their own news, write their own stories, publish their own histories?
9th–13th March 2012