Internet comprehensively changed the game when it came to how media was distributed. It reversed the distribution model from Push to Pull so that the end-user could now choose what he consumed instead of having things pushed to him on Television or Radio according to a schedule.
The difference between the old media order and the new one is seen most glaringly in how Google , a search engine, and Yahoo, a portal, approach the game. Of all the reasons cited for their success, I feel it is the understanding of importance of search-driven content distribution that enabled a relatively late entrant in the internet industry to beat existing players.
If distribution was so customizable, advertising couldn't have been left far behind and Google, yet again, in understanding the high degree of relevance in text ads pipped Yahoo to the post. Ironically, it was the Yahoo-acquired Overture which first came up with the idea. Google, though, has gone on to win the advertising game handsomely.
The new media order is on-demand and customization and Facebook and Social are likely the next trends geared towards this. Yahoo seems to have figured this out too and is evidently planning a positioning around making its offerings leverage its huge community. Only time will tell who gets it correct from here.
Sunday, July 13, 2008
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