©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
For a while, I’ve been arguing that advertising agencies can learn a lot from the publishing industry about the creation of content, skills they will need if they want to provide more than traditional advertising services. When I made this point in a presentation recently, someone immediately asked why anyone would want to emulate a dying business. My answer was that, even though publishers may be suffering, they know how to create a steady stream of content and distribute it to consumers better than anybody else. They’re just struggling with how to make money from all the digital channels.