Try this mental exercise for a moment: Remove an ad unit or an advertorial or a listicle or an aggregated news feed from your line of sight.
What do you see?
You might find a contextual truth about a person, a company, a place, a region, a mission and/or an idea. Call it 'data'. The substance presented to a 'consumer' (let's call him or her an 'observer' to be a bit more respectful here), and represented through individual and collective narratives, is one that really stretches across time and the imagination itself. Call the substance itself a 'story'.
Any person who connects with a story will retell it and own it as their own -- this has been the case for centuries. Whether that person advocates a product or a service is another matter, but suffice to say, stories told well and curated meaningfully build relationships between people. The participatory nature of storytelling itself is actually what makes media social to begin with. And networks have existed long before the wonders of modern technology such as the telegraph, the phone or the web ever came to be. (Have we already forgotten this?)
As I've espoused for years, the duty of any company is not to manipulate consumer segments or audiences into believing that they need products and services via their 'brand', but to give them questions and/or ideas that empower them to think about why things matter... Whether products and services are sold or not. In turn, a real relationship can be had and maintained, and the opportunities to explore various fictional and non-fictional modalities are abundant (hence the multi-dimensional power of evolving and hotly debated disciplines like 'transmedia storytelling'). Not only that, the functions of a participatory relationship denote untold prospects for co-creating value -- the kind of value that builds better products, empowers employees, creates new markets, and makes honest men and women out of organizational leaders. Believe it or not, that leads to more profit and sustainable revenue streams.
If you want examples (or more of them), feel free to sift through myriad posts on this blog, or gander a presentation or two, and certainly check out some of the folks I mention who are doing great work across domains.
But for now, I'd like to challenge you to expand your thinking: Perhaps it's time we looked past what 'content' can do inside of a search field or a communications plan or on an affiliate link, and think more about what stories can do to transform the way we think about ourselves and our ecologies.
How does this actually translate to better marketing and digital media practices?
How can we monetize products and services without having to sacrifice the integrity of the information we put forth, or more importantly, the people with whom we share our information?
What are we doing to enhance our roles and respective disciplines inside and outside of organizations? (Are we not just relying on automation, compartmentalization and optimization to prove our value?)
Addressing these questions head on is the mark of future success for any company and news organization. You can count on it. In fact, it's already happening.
We are moving from broken economics in media, to a 'new' economic system of story. And story evolutions have always been here for us to use responsibly!