Digital media is still a growing industry where content creators and publishers continue to experiment with different forms of content and distribution methods. However, in this process, the consumer is often left behind.
For the first time in many years, the content is new and the distribution methods are new. However, in order for digital media to succeed, there can only be one changing variable — content or distribution. Not both.
Consider these successful examples:
- Hulu — For most consumers, Hulu is considered a video website, where a majority of the content is popular. This content has either appeared on television or has been available via physical media. And, Hulu continues to grow rapidly in this online space.
- L Studio — In very simple terms, L Studio produces online content with well-known personalities, such as Lisa Kudrow. Officially, L Studio is described as “an eclectic collection of unique perspectives meant to inspire you. We’ve chosen surprising, intelligent and original work from the worlds of art, culture, design, science, entertainment, architecture and beyond. We hope that what you find at L Studio will spark new ideas and help you innovate in your own way.”
- TWiT — Leo Laporte’s TWIT technology network started out with a single show and has grown to multiple shows over the past couple of years. Advertisers have ranged from small and relatively unknown companies to large household brands. In this case, many of the people that appear on the shows are well-known journalists and technology pundits.
In the 3 cases mentioned above, change has only occurred in one area — content or distribution, thereby reducing the learning curve.
If content producers can focus on content and use “traditional” ways of content distribution, such as YouTube and iTunes, their ROI could be significantly higher.
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