The Media Leader UK’s Post

A long tail... or a sideways skyscraper? It's perfectly possible to have a great career in 'marketing'/'advertising'/'media' without ever being featured in a trade publication or winning an industry award. The internet has completely changed the game; while big brands, media owners, and agencies are important, their collective slice of the pie is being outgrown. This is a great thing — a sector that is being oxygenated from below instead of dictated to from above (leaving aside the well overdue issues of regulating big tech platforms that enable new creators to do their business...) But it presents challenges for a niche business journalist like me: we are trained to cover 'big stories', feature 'big companies', and talk to 'big names'. It's based on an audience-centric model, in which we try to aggregate what is interesting to widest possible number of people. As I write in my The Media Leader UK column this week, I suspect the long-term approach for us will be related to Cannes Lions' decision this year to introduce a Creator Pass but on a much wider scale i.e. we work harder to create a range of networks with lots of communities within the long-tail. This is something I've been openly thinking about for a while. How can trade media best harness the growing generation of micro-creators, influencers, consultants, strategists and, writers? As ever, please contact me privately (DM or omar.oakes@uk.adwanted.com) or publicly by leaving a comment below. https://lnkd.in/e9wjrwvj