Andrew Davis: “It’s Time to Unbundle Our Brands”
While DVRs have allowed consumers to time-shift their content consumption, and internet video viewing websites like Hulu, Netflix, and Amazon are making appointment television irrelevant, marketers can leverage the basic idea of appointment television to build their own audiences. Think of it as appointment consumption.
Over the next decade, more publishers will embrace the simple idea that one writer, with a consistent format, can set an expectation to deliver high-quality content to a valuable audience by making an appointment. Nothing has fueled consumer culture more than the content brands we love and it's high time we unbundled our brands and created content-level brands that drive revenue. So ask yourself, "If your magazine was a television network, what television shows would you create?"
Andrew Davis is the author of Brandscaping: Unleashing the Power of Partnerships.