Nutritious food for thought for professional marketers/PR-types. Essentially, Quittner’s parting thoughts – thinking of your content in terms of the amount of time your audience will invest in it – is a good one. While it is realized that the average precedent-setting legal case or piece of legislation is tough to boil down to a 140-character tweet, it can and SHOULD be written more tightly and with a clearer, audience-centric message. A healthy respect for readers’ time will eventually separate the must-read, pushed content from the items that sit, unopened, in the in-box until they’re deleted due to old age.
Another key take-away for this news junkie is that, increasingly, looks count. It’s not enough to be able to read it on your Blackberry. Your content needs to be eye-pleasing on the Web, in an e-blast and when printed (yes, there will still be a couple folks who resist the digital age).
While traditional media continue to wrestle with new content delivery methods, platforms and revenue models, corporations and firms producing content have a healthy head-start in snagging their share of audience time and attention. The question is: Is your firm or company making the most of this time?