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Move Over Content, Is Distribution King?

I guess there shouldn’t really have been a Eureka moment for Dumbworld, when I read the column, Who Rules New Media Economy by Daisy Whitney.  An excerpt below:

Now, when it comes to the Web and you have zillions and zillions of Web sites and there is so much good content, you often aren’t aware of it because it can’t all get traction,” (Ran Harnevo, CEO of how-to video syndication service 5min.com)  said.

Distribution then becomes more important, especially for videos. “If you want to know how to make sushi, you’ll usually click on the first few videos that show up,” Mr. Harnevo said. “If someone wins at distribution and has average content, you would still spend time there.”

Initially, Dumbworld took the poll that went with the article and was happy with my answer (after all– who doesn’t want to be like everybody else).  But after reading the article, I went and changed my answer because I feel that saying “Audience is King” is like throwing my hands in the air.  I’m curious what your answer is.


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3 Responses

  1. I would go a step further to say the “consumer” is king. The audience can be passive…a voice unheard. But the consumer can be tracked & analyzed. Clicks don’t count. Pay per download does. How many of us have recieved some stupid YouTube video in an email attachment that we innocently opened only to be disappointed, dismayed or disgusted? There are far less users who will pay per download…and that is the proof in the pudding. We are Capitolists. Content is a PRODUCT. The Consumer is King….and is now entertaining audiences in the main ballroom…..CJ

  2. very well put 🙂

  3. […] Posted on January 28, 2009 by dumbworldorder Continuing the theme of Dumbworld’s last post, and echoing a comment from Christina Marie: at this year’s Sundance Film Festival, several […]

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