That's what I took from the opening statement in the opening panel at OMMA Publish this morning.
It came from Hearst Entertainment & Syndication Executive Vice President & Deputing
Group Head George Kliavkoff, who after being asked what the big change in their business was by moderator Wenda Harris Millard, president of Medialink, cited – you guessed it – Twitter.
Speaking for himself, Kliavkoff said, "Twitter has replaced the old habits of RSS or going from Web site to Web site."
Millard jumped on that point, adding, "What's interesting about that
is that Twitter hasn't yet figured out the monetization model... If the consumer is really shifting toward Twitter, and Twitter hasn't figured out the monetization yet..."
The reason I'm
pointing this out, is that it seems really typical of East/West Coast digital media conferencespeak to me, because the last time I looked, Twitter wasn't quite the mass consumer phenomenon that
everyone on Madison Avenue or Silicon Valley seems to suggest it is. Yes, it's growing, but it's not changed the average person's life the way it has altered Kliavkoff's. Or the way, say Facebook, has
impacted the mainstream.
So before Twitter figures out its monetization model, maybe it should figure out its mass media model.
Twitter fan Kliavkoff
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