Storytelling is next frontier for Yahoo. MediaPost has an interview with Scott Moore the MSN exec who has just taken a key role at Yahoo.
OnlineMediaDaily: What most excites you about the new job?
Moore: The thing I'm most excited
about is the next phases of Internet development, which I believe will
be about storytelling. You need good storytellers ... I don't think the
Internet as a medium has come anywhere close to realizing its potential
as a storytelling medium. The other key area that I'm really interested
in is user-generated content, particularly blogs and user communities
like Craigslist. The challenge is to figure out how to harness the
massive creative energy represented by those things, and harness it in
a way that allows the highest-quality content to rise to the top.
OnlineMediaDaily: Where is the
storytelling going to come from? So far, there hasn't been much
storytelling on the Web. The assumption is that Yahoo! will acquire
original content by licensing it, buying small developers and
animators, and partnering with production studios. There's been
speculation that Yahoo! may even develop content on its own.
Moore: If you look at massive
multi-player online role-playing games, there already is a ton of
storytelling online. But these games require a lot of work from the
players. They're kind of like actors in a drama that they make up as
they go along. Most people won't work that hard.
I believe great ideas and execution are the
keys to great storytelling. Great ideas don't need to be expensive to
develop. The cost of production for the Internet is a fraction of the
cost in any other medium. We're dealing with pixels and bandwidth, not
film production and movie stars or ink, paper, and postage. It's a lot
cheaper than television and film, and that's why I'm so optimistic.
Flash adoption is ubiquitous. Bandwidth costs are going down. The
creative palette has hugely expanded for professionally produced
original content. When you add in the phenomenon of user-generated
content--things like blogs, vlogs, photo-sharing, communities of
interest, and the like--the medium is set to blossom.
I'm excited to hear this as storytelling was one of the key reasons I wanted to work in "new media". On the other hand while this news is exciting I've felt lately that some ideas I have are over before they begin. That and the feeling that I am on the wrong coast and have to admit that I won't be moving West. As I work in big media it is the slowness of adoption, the resistance to change, and the inertia and confusing expense of some initiatives that makes it feel like dragging through mud. This feeling is also reinforced by the sheer speed of Google and Yahoo which just makes you feel behind. Wake up and people can add their own notes to yahoo travel - well there goes the travel idea, etc. I am not alone on this as Simon Waldman, the head of Guardian.com (IMHO) one the most innovative news sites online) writes on his blog in a post titled, Google the rampant ad machine - what’s a publisher to do..?
But the really striking thing here is the pace of it all.
Blistering. Fuelled of course by an arms race with Yahoo! that seems to
be bringing out the best in both players.
The point is - and let’s be honest here - there is no way that
traditional media organisations can compete at this pace. Or even at
half this pace. This isn’t an act of self-flagellation, it’s just a
matter of fact - for better or for worse.
Better, because some of the worst things done online by media
organisations were done very quickly, very expensively and very badly.
And better because when you have a business to protect as well as one
to build, time to think can be an incredibly valuable asset. But worse,
because…well, you can fill that bit in yourself.
Most of us are now looking at pretty healthy online businesses. We
have big, growing audiences. We see revenue growth of 30%+ which looks
wonderful compared to parent industries which all have question marks
hanging over them. Much good work has been done, and much more is
doubtless being planned.
But if we look around and want to retain our share of readers’
attention and advertisers’ wallets, it’s going to take probably double
the effort,imagination and, frankly luck that even the best of us have
had over the last five years.
Once more unto the breach, dear friends, once more;
Recent Comments
catbobcat (crossing a road in Redding, CT.) blogging