Hear a Voice, Have a Voice      
become a Member

Content  and the Future of the Media Business

In an age in advertising when content is king, how is it that so many advertising practitioners still can’t agree on a definition of just what content is. It’s a conundrum, for sure, and recently some of the leading minds in advertising tried tackling the issue.

“Content and the Future of the Media Business” was the topic of a forum sponsored by the Alliance for Women in Media. Moderated by Jan Weinstein, executive vice president and managing director at Carat, the forum raised these questions, among others: How can advertisers define content and how will content affect brands in the future?

Because there is no single agreed upon definition of what content is, advertisers struggle to analyze what they can’t even define, said Jen Villani, senior vice president of Business Development and Innovation at The Story Lab the Dentsu Aegis network’s content arm. Nonetheless, she took a stab at it: Content is something that communicates with and engages people without selling to them.

Karen Schuchardt, vice president of U.S. sales at Walt Disney’s ABC Television group, said content is an umbrella concept in advertising. Content can be created by marketers, brands and consumers, Schuchardt said, and it is designed to entertain and influence audiences.

The key point, she said, is what makes great content great? And, really, aren’t consumers ultimately the deciders? Consumers decide how much content is watched, shared and talked about and that, Schuchardt said, defines what content is. Great exampls of brands that are doing it correctly include Red Bull and GoPRO. They are creating content and experiences that consumers want to engage with.

Schuchardt works at ABC, a brand that is a master creator of developing and pushing premium content to the masses. Why, she was asked, does a successful and creative brand need an agency’s help if they are so experienced?

Everyone has a seat at the table, she said. When it comes to large sponsorships on television a lot of people are needed to execute programs to get them off the ground. When it comes to executing the final product, media buyers, planners, agency account managers, marketers, lawyers, site teams and internal programming teams at the brand are all needed to make it happen.

The discussion turned to conflicts currently at issue in advertising. Adblock, for example, and the technological changes that are reshaping business models. Those changes are impacting the importance of content in marketing budgets. Villani spoke about how brands will have to look for different ways to get their content out since traditional ways – like television advertisements - are not working anymore. Schuchardt said Adblocking would be dangerous to the industry because advertising funds content that consumers watch. Few businesses can survive off a subscription-based model and, in addition, that model offers fewer choices to consumers.

The forum was one of several sponsored annually by the Alliance for Women in Media. AWM is grateful to Carat, the world’s No. 1 Global Media Network and the market leader in digital and diversified media solutions, which hosted the event at its midtown offices.

Join on us on December 2nd at MediaVest, 1675 Broadway where we will be discussing the impact of McKinsey's latest Centered Leadership report (http://bit.ly/1bT8784)



New Membership Benefits Announcement -

All AWM NYC events* will now be free to members. Join today!

* Noted exception: the annual Headshot event is not included

Previous event Images


Enhancing Careers in Broadcasting, Cable & Digital Media

The Alliance for Women in Media, NYC Affiliate is a professional organization dedicated to women in the field of media in the Greater New York area with an emphasis on peer-to-peer experiences. Through unique events and programming, AWMNYC provides its members the opportunity to make connections both personal and professional who inspire as well as educate. We welcome members that are interested in making authentic connections, sharing their experiences and have a desire to develop themselves professionally.

AWMNYC not only educates, inspires and develops top shelf professionals, but fosters strong business connections and relationships which translate into business opportunities for their employers and their clients. AWMNYC can assist you in your personal and professional development by providing relevant and meaningful relationships and experience for professional women in media.  Join today for the member price of $50 and enjoy discounts to events and invitations to special member only evenings.

Centered Leadership

December 02, 2015
8:00 AM to 10:00 AM
 Add to Calendar

Mediavest 7th Floor Atrium
1675 Broadway (at 52nd Street)
New York, NY 10019

Key leadership qualities to practice now

Read More Register Now