Scott Karp writes:
Media companies need to focus on leveraging their most important assets relationships, engagement, and community these are the new vehicles for marketing. Companies have these same assets with their loyal customers, but media holds the key to new customers. Its no longer about just delivering a message its about leveraging the connection that media (be it New York Times, MySpace, Boing Boing, YouTube, Digg, or Google) has with its users, who are increasingly driving the media (and in the case of MySpace ARE the media). Its about enabling people to discover and connect with brands through meaningful, entertaining, and useful content and experiences, which media companies, who should know their audience/users best, are ideally positioned to facilitate.