Last week I wrote about the new “2.0″ version of content as just an aggregator, (their words, not mine). What I find most interesting about this is that Mr. Semel says the company doesn’t have a point of view. Now, as companies look at how they contribute to the value chain, shouldn’t they have a point of view? Admittedly, I’m taking the comments out of context, but smart marketers need to have a point of view. As I stated at the time, “aggregators need to offer value or suffer disintermediation.” Media derives from the Latin root for “middle.” The Web enables consumers to get to companies directly and (ideally) easily. The Web enables consumers to get to consumers directly and (relatively) easily. The only point in being the medium, being the man in the middle, is if you add something to the mix. Yahoo, other companies seeking to aggregate, and those marketing folks who need to sell them really ought to consider what their point of view is. Stand for something. Or get out of the way.
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