By Steve Outing
My Editor & Publisher Online column this month looks at the mega-trend of companies becoming more “social.” That is, they’re starting to move money away from traditional advertising and into content, services and community. Companies like Nike are figuring out that they can be media companies, too, in additional to being brand companies.
I think there’s an opportunity for media companies to take advantage of this. The alternative is to ignore it and watch traditional online advertising revenues dwindle in the years ahead.