Robert Sawatzky
Mar 19, 2018

The commoditisation of media, and how to combat it

The ‘commoditisation of media’ means different things to publishers and agencies, but their strategies to fight it are remarkably similar, which could spell more competition ahead.

Amid all the digital disruption discussion in our industry, few phrases are loaded with as much contempt as the commoditisation of media’. The Internet has made more information available to wider audiences with growing appetites to receive, consume, share and delete content instantly, and when and where they choose. Any material providing short-term gratification can reach a massive audience, but much of it quickly loses value as users and publishers drown one another out.

“With...

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