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Content is King But Getting the Ransom Ain’t Easy

Rishad Tobaccowala, chief strategy and innovation officer at Vivaki, the digital-media unit of Publicis Groupe SA made this comment in a Wall Street Journal story related to Yahoo and the company’s dismissal of Carol Bartz as CEO:

“People tell me that content is king, but that is not true at all,” says Rishad Tobaccowala, chief strategy and innovation officer at Vivaki, the digital-media unit of Publicis Groupe SA. “Most people make money pointing to content, not creating, curating or collecting content.”

Makes a lot of sense and highlights the dilemma. Creating good content takes time and money and in many instances isn’t a big money maker. The mantra “Content is King” is still accurate from a user perspective. If you build it, readership and interaction will come. But monetizing it is the real challenge achieved by only a tiny percentage of content developers and providers.

It’s about finding a way to get the right message to the right person at the right time for the right (or some!) price.

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