What publishers must learn from CPG: my latest blogpost at Jack Myers MediaBizBloggers. A brief preview:
We can ask, “how can publishers stop content from being commoditized?” but it won’t help.
I think it’s time for a weirder but more productive question.
Are You Selling Cave Swiftlet Saliva Or Kraft Cheese?
Cave Swiftlet saliva is the main ingredient in bird’s nest soup. It’s so rare and so differentiated that a bowl of soup made from it goes for about $30. Nice business. But the other 99% of what people consume are essentially commodities. Salt. Coffee. Cheese. Publishers can learn a lot from consumer packaged goods companies. Especially food marketers.
How would a food company look at the problem of commoditized content?
Read more here.