Monday, August 26, 2013

BIG’s Blog: Do you understand what this means for you?

The whole thrust of the article was about Yahoo’s new CEO, Mellissa Mayer, focusing on landing high-profile television talent to Yahoo so they can create broadcast-quality programming right on Yahoo’s Home Page.

Yes, that Yahoo! What do you think Yahoo is today? It’s a Web portal, right? They offer news, weather, and information of all kinds, plus tools like email (, photo sharing via Flickr, and, of course, their own online shopping site, travel site, dating site, and job search site . . . all in one Web portal called Yahoo.

And now they are going to create original programming shows with personalities like Katie Couric et al!

So, what does this mean for your organization?

Well, how do you see your Website? Is it just information about your organization? What else does it offer? Maybe if you host events there is an area to sign up and pay for the event, right? What else? If you have a bookstore or catalogue online, then people can shop online on your Website? What else? Oh, they can donate online? Well, that’s convenient.

Those who have read my blog for awhile know that I have been comparing the breakdown of television networks and traditional television viewing to the decline in response to direct mail appeals. Both are being disrupted by the Internet.

And now online-based Web portals like Yahoo, AOL, Google, YouTube, Hulu, and MSN and many more will be competing directly with traditional television networks for viewership.

How is this possible? Because more and more older people are getting televisions with built-in Internet connections and younger people are watching programming as much on tablets and computers as on actual TVs.

And why? Because it is more convenient. You don’t have to watch a show at a particular time; you can watch it whenever.


CBS, NBC, ABC, ESPN, or even EWTN have nothing on you if you create programming (messaging/content) that people need and want to see.

That’s the “Dirty Little Secret” that scares big media and even online portals like Yahoo, and they don’t want you to know. You don’t need Katie Couric if you have a great message to share and can really touch people. Yes, it is different from creating direct mail, but creating consistent programming (video and audio) and posting on your Website shares your message far and wide, and unlike traditional analogue media, online media is made to be shared via the Internet.

How do you think of Yahoo today? How are you going to think of them five years from now when you will get original programming at their Website?

When are you going to start creating original programming on your Website that tells your story and mission?

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