It seems I was on to something in my previous posts about curation and the evolving nature of owned media on the web.
The latest article in Ad Age from Bob Garfield this morning is honing in on curation as a need state. The explosion of UGC and content production and the cost of broadcast at 'zero' are key factors here.
A quote from Steven Rosenbaum, the author of a forthcoming book callled Curation Nation says it best, "The nearly infinite supply of content demands that we rely on others -- either the crowd as a whole, or tribes with which we identify, or individual experts we've come to trust, or friends or offspring we have molded, trained, subtly influenced and generally imprinted with our tastes and worldview."
It will be interesting to see how marketing departments take hold of this opportunity and reshape the face of their brands and leading with content.
