This is the second in a series of posts contrasting the ‘old’ rules of the media and the ‘new’ rules that are necessary for success in today’s rapidly changing digital landscape.
Old Rule #2: Viva La ‘Walled Garden’ – You Must Use The Content From Media Companies In The Way THEY Want You To Use It
Traditional broadcasters pay for their content and they want you to experience that programming in the way that makes them the most money back on their investment. Some of the most profitable ways to consume content may not be the most convenient for audiences, but old media doesn’t care – they own it and they will try to force you to do what is convenient for THEM. Because they can. Or least, they COULD.
New Rule #2: Set Your Content Free – Don’t Force Audiences To Come To You. Go To Where It’s Convenient For THEM.
Most traditional companies want to keep all their content within their own garden walls so they can control it, measure it, and monetize it. But that doesn’t work anymore (unless you’re the 800 lb gorilla in your content niche).