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.