I’m not just saying that because she told WALLStrip via Revver almost everything I’ve been telling people in private circles for more than a year, occasionally hinting about it on this blog (April 6 and Aug. 29), and dropping teasers elsewhere (places like Passion, People and Principles and Recruiting Bloggers.com) last month.
But, of course, those are only glimpses at a much bigger picture.
Perhaps I’m being a bit a more forward today because the time to move on digital media is now. It is so NOW that traditional media is already entering a transition phase to reinvent the broadcast industry. You see, they already know what other companies refuse to believe: digital media (and aspects of social media) is a sure bet to gain exposure and make money, er, if you do it right.
I know Comstock is right because we’re sitting on several content concepts and production models that can be customized and deployed for the right companies. (So far, we are in preliminary planning phase to help just one.) We also have a couple feelers out with people we like, but we’re holding back the whole picture for now. Contracts make me a bit more conversational. Ha!
Here’s the short version: under the umbrella of what we call “income marketing,” the investment to launch something does not have to be huge or time-consuming. Yet, it does have the potential to deliver a return on investment that exceeds the project investment. Right. Marketing with a profit margin.
To do it, the project has to be smart. Very smart. Comstock kind of smart. It also has to have the right content with the right content marketing (two things we’re very good at, with broadcast and publishing content development experience). It’s the kind of stuff that would be right for Wal-Mart or perhaps a competitor. But we see applications in several industries: recruiting, politics, and even one groundbreaking idea for the right broadcast company or someone who wants to start one.
The bottom line is that the future broadcast-Internet industry (or digital media industry) — thanks to the advent of smart technology from people like Apple, AT&T, and others — has a small window of opportunity for anyone. However, this window is much shorter than I originally imagined because of smart people like Comstock. It's only a matter of time before some smart people and companies fill the ever-expanding media deliver platforms that are coming into existence today.
You don’t even have to take my word for it. Take the word of Beth Comstock, president Integrated Media, NBC Universal.
“If you have great content … you’re always going to find distribution platforms.“ — Beth Comstock, Integrated Media, NBC Universal
Yep. She's smart. And she's someone to watch.
