It’s a scene most of us know all too well. The morning commute isn’t filled with the rustle of newspapers anymore—it’s the glow of smartphones and the steady hum of headphones. News, how-to advice, entertainment, even dinner recipes are now at our fingertips, updated by the minute. For decades, publishers owned the relationship with the audience. Today, that power is shifting, and the next generation of great content creators aren’t working at publishing houses—they’re in marketing departments.
This shift isn’t just about changing technology. It’s about a new mindset. Marketers who succeed in the digital age are no longer satisfied to interrupt people with ads—they’re creating the very content their audiences crave.
Publishing is Evolving: From Gatekeepers to Content Creators
In the past, if you wanted to get your message out, you needed to buy space in someone else’s publication or broadcast. Now, anyone can become a publisher. Brands are building their own audiences, using blogs, social platforms, and even apps to deliver information, advice, and entertainment—often for free.
Consider what Home Depot has done: by creating hundreds of instructional videos, they don’t just advertise; they empower. Those how-to guides that once lived in books are now available to anyone, any time, right from their phone or tablet. Home Depot’s goal isn’t to win awards for journalism—it’s to make sure that when you’re ready to start your next DIY project, you’re walking into their store.
Kraft’s iFood Assistant app is another example. It helps you plan meals, find recipes, and discover the right ingredients—gently nudging you toward Kraft products in the process. What used to be a cookbook is now a brand experience you carry in your pocket.
And then there’s Johnson & Johnson’s BabyCenter program, offering week-by-week advice to new parents. Sure, it includes coupons for baby shampoo, but its real value is as a trusted guide. That’s something no ad campaign alone can achieve.
The New Role of Brands: Building Value Before the Sale
Why are brands investing so heavily in content? Because the days of selling by interruption are fading. Today’s consumer is on a journey: researching, comparing, asking for recommendations, and—most of all—seeking answers to their problems. Marketers who act like publishers don’t just join that journey; they guide it.
This is the foundation of “content marketing,” but the implications run deeper. It’s not just about filling a blog with SEO keywords or churning out social posts. It’s about building a relationship. It’s about becoming the go-to source for the kind of knowledge, inspiration, or utility that your audience values most.
Publishers vs. Marketers: The Lines Blur
It’s not only the classic publishers who feel the pressure. Encyclopedias? Replaced by Wikipedia. Phone books? Obliterated by Google. Cookbooks and repair manuals? Now integrated into apps and branded content hubs. Even TV networks face new competition, as creators like South Park Studios and comedians like Louis C.K. take their work directly to the fans—no middleman required.
For marketers, this opens up two big opportunities. First, brands can “hire” experienced storytellers—writers, videographers, even editors—who used to work for traditional publishers. Second, brands that develop and own their own content channels are no longer at the mercy of media gatekeepers. If you create something worth your audience’s time, you earn attention and trust that advertising alone could never buy.
Rethinking the Marketing Mix
What does this mean for the future? For brands, it means content isn’t a side project—it’s at the center of marketing strategy. The smartest marketers don’t just talk about their products. They create apps, guides, videos, and entire experiences that answer real questions. They think about what their audience wants to learn or solve, then become the best resource for that topic.
For publishers, it’s a wakeup call. The future isn’t about charging for access to information that’s available elsewhere. It’s about building new partnerships, leveraging unique expertise, and helping brands create content that delivers real value. Sometimes that means joining forces with brands; other times, it’s about producing information that is so good, people will pay for it—either directly or as part of a service.
The Middleman is Disappearing—Are You Ready?
As 2012 approached, it was clear the “middleman” was under threat. The gatekeepers who once controlled access to audiences—publishers, networks, distributors—must now adapt or risk irrelevance. For brands, the message is clear: if you’re not already thinking and acting like a publisher, you’re leaving influence and growth on the table.
This isn’t just about replacing advertising. It’s about earning a spot in your audience’s daily content diet. The brands that succeed will be the ones who think beyond the next campaign and invest in building long-term loyalty, trust, and engagement.
A Final Thought
The next chapter of marketing belongs to those willing to think and act like publishers. Whether you’re a Fortune 500 brand or a local business, the tools and talent are available. Start by asking: what value can we deliver, every day, to the people we want to serve? That’s the new metric for success.