©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
A decade ago Jack Griffin, new CEO of Time Inc said to me, “It’s all media.”
We were trying to envision the marriage of print, radio and the internet. Finally Jack, who is particularly skilled at cutting to the truth said, “It’s all media.”
Advertising economics were established at the dawn of television: The media gives agencies a cut of the buy. Clients pay a mark-up for creative and “production.” How does that work when some days the most watched video show is made for free and distributed for free?