Forrester on paid content

A new Forrester report says that people paying for ad-free content is undermining the efficacy of advertising still further. 

I’ve blogged about it on the Brilliant Noise blog

There are no shortage of opportunities to buy media space – the real estate, as it were is increasing – it is just that the attention you will find there is dwindling -as in, there’s less people looking at it – and shallow people avoid the ads (skipping, blocking) or shift their focus three quarters have another screen right in front of them while they are watching TV, for instance.

The conclusion? Brands need to invest in their ability to create, curate and distribute content, or “content capabilities” as Forrester puts it.  

Brand content as culture

The North Face Ultra Trail Mont Blanc race is taking place today. The runners will cover over a 100km on some unseasonably wintry mountains in the next few hours.

There’s a double interest here for me. I love running, and seem to love running ever increasing distances. So ultra-marathons have a fascination for me, even if I may never get to run one.

There’s also a professional interest here of course – The North Face’s sponsorship of the event and some of the elite competitors and the content marketing that comes out of it shows us how this sort of thing can be done well.  (more…)