For Publishers

As publisher you grew up in the era of mass communication: a time in which information was something people wanted, but couldn’t get by themselves. In that time you DID know how to find the information, you gathered it, enriched it and published it. You made newspapers, magazines, or books. Or maybe you gathered music, grouped the songs that went well together, and published them on CD. You offered what consumers could never find themselves. You had real added value in the lives of consumers. Publishers were loved by many!

With the commercial entry of the Internet, more than ten years ago, the foundation was laid for a fundamental change in the media landscape. People could now select their information themselves. Find the news they themselves found important, find products only they seemed to find important (the Long Tail principle), and download music themselves. So much has changed already, but the real changes are still to come.

The mature media context in 2015 will again be completely different from today’s media context. In my vision the most important functions of publishers: gathering, selecting and publishing information, will cease to exist. That is, the way in which this is still done at web sites of printed magazines for example. That doesn’t mean people don’t want the information any more. On the contrary, they want to be better informed than ever before. A new type of brands, I call them coaching brands, will assist consumers in making pre-selections, based on completely personal preferences. With room for surprises! I wrote an article on this in SpeakersAcademy, titled ‘Het Nieuwe Leven van Lezen’ (The New Life of Reading, Dutch). And you have good chances to grow into such a brand. That is, if you make the right moves today!

If you have a vision of the developments of media and brands in the future, it is easier to make the right decisions today. It then is easier to choose your strategy. I can assist you in this, by giving a tailored presentation at your company, by facilitating a workshop, or putting together a training (in cooperation with partners) for you and your colleagues. From experience I know it might take a while for all the information to sink in, but after a while you will not be able to think differently any more!

To discuss your options, please call me at +31 621 567 657 (GMT +1), or e-mail me through the form on this website.

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