|What we’ve been exposed to whets our appetite, but it’s not food|
You’re focusing on the medium; not the message. Through whatever broadcast medium we choose to engage, the true value of the broadcast rests in the value to the consumer. In The Future of Media is Currently in Production Brian Solis reminds us that if we want to develop a long-term audience, it’s the content that matters.
Marshall McLuhan famously spoke of this in proclaiming “the medium is the message” in 1964. Well, it is and it isn’t. In 2012, through social media, people can engage in ways never before imagined. Much like “How ya’ gonna keep ‘em down on the farm after they seen Paree,” we can’t ignore the impact of exposure to different sights and sounds. If our constituents want to be fed through social media, we have to deliver that way. But we still have to deliver.