• by Gavin O'Malley , Staff Writer @mp_gavin, October 2, 2012

Quick! We’re looking for a new word to replace “content.” Michael Wolf -- currently CEO of consulting firm Activate -- can’t stand it. In the meantime, we expect the afternoon panel that Wolf is hosting at OMMA Global -- “After Radical Digital Change, What Is Content?” -- to stick with the word.

Whatever we call it, what is content? Sarah Chubb, President and GM of Gilt City, says she’s still learning, and consumers (including her 14-year-old daughter) are showing her the way.
 
“Consumer behavior is teaching us what content is becoming,” according to Chubb. “It’s much broader than we ever could have imagined.”