Bain uses cookies to improve functionality and performance of this site. More information can be found in our Privacy Policy. By continuing to browse this site, you consent to the use of cookies.

Article

What bloggers can teach the media

To successfully compete in the future, media companies need to learn how to get the most out of...

  • February 01, 2006
  • min read

Article

What bloggers can teach the media

To successfully compete in the future, media companies need to learn how to get the most out of their content.  Few industries have felt the disruptive impact of the last decade's biggest innovation, the internet, more than media. Newspaper circulation has dropped; billions of advertising dollars have swung from broadcast and print outlets to the web; and music and movie companies have seen their intellectual property high-jacked via peer-to-peer technology. To succeed in this new environment, traditional media players need to imitate the strategies of their biggest new threat: free-content providers employing a variety of reuse and re-run tactics. Today, free online journals, or web logs ("blogs"), give content more reincarnations than Houdini.

Tags

Want to continue the conversation?

We help global leaders with their organization's most critical issues and opportunities. Together, we create enduring change and results.