Marketers as Media Companies: A Disruptive Trend Revisited
NEW YORK (AdAge.com) -- A growing number of big marketers have circumvented the middleman and launched their own mainstream media and entertainment properties. The revolutionary development has moved them into direct competition for audiences with traditional media companies. But are these projects just novel anomalies, as some suggest, or a powerful trend that will ultimately reshape the media business? Ad Age editor Jonah Bloom addresses the issue in his talk at the ANA annual conference in Phoenix.