Yahoo! May Be “the one”

According to the New York Times Author, Brian Stelter, Yahoo! knows that there is a massive online audience that is looking for high quality content.  When the content is created /matched for the audience and not re-purposed from another channel Yahoo! will get great response, uunprecedented amounts of marketing data, and an affluent audience that can move “the needle.”  As many of us have learned over the years timing is everything.   Matching content with this affluent online demographic may just work this time.   A couple of suggestions, if you build it they won’t just come.  Market this product online and offline to get it off the ground.  Also, try leveraging the social networks for a multiplier of audience using Open ID.

High Quality Content Exclusively For the Internet

One day soon in the executive suite of the major movie studios and tv an idea will emerge…. what if we created a few high quality content programs that were available only on the Internet and targeted at the Internet demographic with broadband access. After doing the $ math they would realize while producing the content would still be expensive, distribution of the content would be zero.  The audience attracted is one of the most affluent niche markets I call the Urban Barons.  Advertisers  would pay $$$/CPM  for this audience. Once the programs were distributed, parts would be avaialable on a premiere program schedule ( say come online and watch at 7) while other parts would be avaialable 24/7.

Coincident, start allowing budding producers to submit content that would flow through a process of editing allowing for much more high quality Internet content to reach audiences. More original content would reach audiences and the costs for producing the content would be reduced since editing would be the major expense.  If the content was too raw you just reject it and move on.  With a few standards and guidelines you’d be surprised by the quality of the content submitted.   It’s time to take the exclusive content model online…..  I hope to see a day soon where you see it first on the web and then on out to the lemmings on TV.  

The irony in all this is that it’s all available .  It’s the inertia  and built up momentum that prevents innovation.