A simple concept with tremendous implications:
Every company is a media company because every company publishes to its customers, its staff, its neighbors, its communities.
It doesn’t matter if a company makes diapers or steel girders, it must also be a media company and know how to use all the media technologies at its disposal.
While this has always been true to some extent, it is even more important today, because our media technologies have become so much more powerful.
Via this article: The Future of Marketing Starts with Publishing Part 1 (via G.V.)
Compare this with Jay Rosen’s “advertisers going direct” and “sources going direct” mantras.