Is Content the Problem or the Solution?

The ever-mounting disarray at Yahoo, along with the not-so-far-behind-it disarray at AOL, is just another part of the long-in-coming conclusion that content doesn’t work as a business online.

      “Content doesn’t work” means, in this context, that other businesses work better. It means you’re a goddamn palooka if you’re actually paying to create content when advertisers are just as happy with businesses fueled by cost-free user interactions. And yet, ultimately, everybody does embrace content.

      Or, that is, mature technology businesses (Yahoo, AOL, Microsoft, and now Google) almost invariably come to content.

      This is partly because with an installed base it is very hard to offer ever-transformative new technology or to profoundly change your stripes and worldview.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in