Google's CEO sees traditional media under threat from digital media and peoples changing habits of wanting information and entertainement on the move - anywhere and anytime. Newsprint with its logistics and physical point of sale and restriction to 'print news on deadline' (when going to press) does not suit the 24 hour 365 online model now enjoyed by many. Traditional broadcast media is also showing it is struggling with retaining its audience.

Google also have just unveilved a new deal with a Hollywood producer/writer and the same time it has complied with a court order obtained by Viacom regarding removal of copyright programmes from YouTube. Google sees a new ad revenue linked model for producers as the way forward. Rather than pure programme or series sponsorship the deal envisages programmes having AdSence linked adverts and the programmes owners sharing in the revenue.

Now that is an interesting model some of our clients could consider. Take two specific examples.

One client produced a series of video podcasts. Over a 12 month period they attracted over 300k visits via the RSS link. What is even more interesting is that there were only 6 programmes in the series and all those visits were generated via WOMMA. Cost per visitor was less that 3p. Now compare that to the cost of other communication campaigns. Having generated that level of traffic maybe content sensative ads would have worked well and even allowed them to offset our costs and possibly made a profit!

Another client produced a series of audio podcasts targeted a scientific and technical community. A series of 7 podcasts generated over 40k listeners. Again a number of carefully managed and subject matter relevant adverts could have been used to generate revenue and off-set our costs.

It would certainly seem possible to turn a marketing cost centre into a revenue generating centre. I wonder who will be the first to try that out? What a great case study that would be!