EVERY MEDIA HOUSE WILL START TO COMPETE WITH ITS BEST CUSTOMERS
As traditional marketing budgets shift from print to #digital and particularly to moving pictures, publishing houses and also TV broadcasters will find themselves in the situation that they will face a fundamental strategic decision: either they start to heavily invest in creative-agency capabilities, offering business clients a 360-degree digital support AND the reach of their own media channels or they will simply face the erosion of their margins and core business. As a result, they will have to start competing with their most important customers - the media agencies. Interesting to see how the various players will cope with this new world of "coopetition". Strategic acquisitions would also be probable. And actually I could see one or two options for substantial strategic alliances between Media Houses and Agency Networks that would be a big game changer in the industry. The New York Times made its choice. Others will follow. While the focus seems to be on content creation, the real scarce resource is on the (consultative) sales side: will they be able to transform from a "fire and forget" ad-selling sales force to business-partnering consultative sales? Let'see.