Media-Quake: Surviving the Great Fragmentation
Is the ground crumbling beneath "King Contents" feet and into too many pieces to contain? Audiences fragment into ever smaller niches that seem harder to aggregate. If content is "king" then why is he scrambling so hard to retain audiences? Media spending is shifting to digital, but it also disperses across many more possible sites and activities. Is there enough ad money to support so many publishing ventures and at enough scale to fund strong content? Major media just doesn't seem to have the old muscle to corral eyeballs into single destinations where they can be packaged, sold and measured neatly for media buyers. Even the great traffic magnets of just a few years ago, Yahoo, AOL, and MSN, oversee a declining share of Web traffic as users find their own way in a post-portal Web of blogs, social networks and even mobile interactivity. Content brands scurry to deploy antidotes to fragmentation: vertical content networks, syndication, widgets, distributed applications, and mobile. But is it too little too late? Can old and new media companies re-aggregate these fleeing audiences or do they need wholly different business models and infrastructures to survive the next decade?
OMMA Publish will engage the problem of media and revenue fragmentation for Big and New Media. We will interrogate the publishing industry about its plan for providing value and audiences to media buyers as companies see their hold on audiences and revenues challenged online. Can vertical content networks re-aggregate the audiences that portals have lost? What is the role of the portal in the evolving content eco-system if not as an entry-way or as a destination in the Web? Is hyper-distribution of content the answer or do widgets and syndication strategies also exact a price on a publisher's brand? And will the advertising follow the content as it courses around the Web, or will marketers have to cultivate countless new relationships with a new kingdom of content that is permanently Balkanized?
Here is what you should expect to gain from attending OMMA Publish:
- Hear from the top names in the online publishing industry as they share the secrets of connecting with consumers through online content.
- Gain valuable knowledge and insights into emerging online publishing and advertising trends.
- Discover today's best practices for online content creation, ad management and new revenue generating opportunities.
- Network with VIPs, brand marketers and agency executives.
- Raise your skills and awareness in highly-specialized sessions on delivery, research, consumer behavior, emerging platforms, and so much more!
- Plus access to our Mini Trade Show. Tour the trade show floor to learn about the latest innovations from companies you know and trust while networking with experts in your industry. A Full Conference Pass also includes an invitation to the cocktail party, following the last session.
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