The way I see it, online publishing and marketing are more closely related than ever before. Although, digital marketing seems a lot different than traditional marketing. Digital marketing has a lot more to do with search engines, keywords/tags, and links. Online publishing is slowly evolving towards a model of customized content based on personal interests and preferences. It’s a slow transition because the publishing industry doesn’t want to give up their printed products. Think about it: control over printing has been a coveted ability since Gutenberg invented the first printing press in 1439. That’s almost 600 years of tyranny over the power to publish. Whoever could print had significant power to sway public opinions and beliefs.
I believe the Internet will bring an end to that. It’s gonna seem messy for a while, but eventually it will pan out to a better system than the one we had before. One example is the New York Times, who have utilized comments, sharing buttons, audio/video content, and cross-categorized articles. Readers will have an easier time finding content, and content creators will have an easier time publishing and distributing their work. Companies won’t be able to sell audience attention to advertisers without simultaneously giving that audience exactly what they require.
I’m also hoping that Arbcamp will be instrumental in teaching me about these subjects. The weekend conference takes place in Ann Arbor, MI, over the weekend of October 18-19, 2008. I think it will be a great way to establish connections between online publishing and marketing.
