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April 25, 2006
London calling
For information providers, it's better to charge for access to the community you develop around your data, not the information itself.
That's the approach the BBC is taking by announcing it will reformulate its web-based publishing model to embrace user-created content and reader communities. The news evangelists are getting an upgrade. Amen!
The American newspaper industry's answer to the fast-changing world of customer-driven Web 2.0: create a $50 million advertising campaign that argues its traditional business model is still viable, even though it's slowly bleeding to death.
The BBC's announcement is a milestone event. Based on rampant evidence that an open model of content creation -- in which content spurs content creation -- can be strong generator of reach and influence, the BBC is smart to democratize its own online network of content. Advertisers will follow. There may be skepticism from some media planners, but they'll come around.
The world is changing for advertisers who hope to insert themselves among the networked community masses, too. They must also cede traditional expectations of control not only to be heard by the community, but to be relevant.
(Thanks, Todd!)
Other blogs that reference London calling:
» The BBC Adapts to Web2.0 from Propagate Online Public Relations Blog
The BBC announced yesterday that it will offer a re-designed website that will employ web2.0 practices.
Ashley Highfield, the BBC director of new media and technology, said that the concept would revolve are around the concepts of share, fin... [Read More]
bad news: arrrgh...ear worm! (thanks, ben. thanks a lot.)
good news: at least it's the clash.
Heh! Chris, you win the prize for recognizing my attempt at headline punditry.
"London Calling" = One of the Best.Songs.Ever.
