CEO Chris McMurry Talks About His Company's 50% Growth and the Value of the Tempur-Pedic
The Internet and social media (among other developments) have allowed marketers and brands to think of themselves as the media-informing and entertaining consumers-and to build content in all imaginable forms, and distribute it easily and without the necessity of the traditional media middleman.
This trend will only accelerate with the rapid adoption of Internet TV, where consumers will "search" for programming (rather than scanning a guide), the result of which is that brands will be able to access your TV screen without the middleman and will be able to outspend and win search terms that will serve up their content. I have long contended that brands would become the leading media in the world, and that time is upon us.
NS: For what percentage of clients is McMurry still producing print? Are many of those using your print services alone, or in combination with, your other services?
CM: Most of our clients use print. The difference is that during the custom publishing era of 1980 to 2005, branded magazines and newsletters served as the hub of the typical company's fairly limited content effort. Today, content and a content strategy are the hub, and the question is how to get it distributed and how to get the various forms of distribution to leverage each other for an exponential effect and result. The conversation with clients today is not about their magazine or newsletter, but it's about a highly integrated, often complex, frequently more-funded, multimedia content strategy.
NS: Where do you see print in two years? Five years?
CM: It's hard to say. On the one hand, everything is going digital, and that trend is undeniable and unstoppable. On the other hand, the mailbox is less and less cluttered and possibly an improving place to reach people.
For us, though, that topic is neither here nor there. It's all about a client's business objectives, and using content marketing in whatever form is necessary to achieve those objectives. With 29 percent of the average brand's budget being applied to content, we believe that content marketing soon will supersede advertising as the preferred way for brands to effect their audiences.