Dr Joe Webb had it just right in 2007. Content is not the king. Distribution is the king.

Since he's on vacation until July 9th, WhatTheyThink is posting some old columns for us Dr Joe junkies. The one posted this morning is called If Content Were King, The King Would be Rich. The dateline is June 25, 2007. Some selections follow.

The heart of the matter.

Content is not the king. Distribution is the king.

This is the connect Print to TV part:

. . . there is a great opportunity to expand our capabilities in the area of content distribution, even, in some cases, becoming that bridge between content and distribution. Video is becoming much more prevalent as a standalone and also in combination with other graphic elements, and as was pointed out in the IPA session, the workflow for video is not all that different from what we are already doing.

"The industry" includes designers and graphic communication advisors. It ain't just printers.

. . . The industry has much to offer in crafting (and I used that word with great purpose and a sense of irony) how messages are organized and displayed to enhance their impact and accessibility, regardless of the media selected. This is especially true for small and mid-size businesses and their graphic communications advisors, as well as publishers.

It's about craft in making (remember, designers are part of the industry), managing and harvesting actionable information from multi channel engagements with information users.

. . . Craft, however, should be considered beyond the tools that were used at a particular time and place. Craft refers to the way things are done. Digital media deployment still needs the sense and skills of craft. We have to believe that first, before we can convince others that we have a valuable and viable role to play in this new multichannel world.

This is the gathering data that can be turned into actionable information piece.

"I am amazed that most communications managers are not aware of the range of options they have for enhancing their most basic projects using new techniques and technologies. Sure, they know about direct mail, but they may not know about assigning unique web addresses for each recipient to establish a new response mechanism and an ongoing dialog. They may not know how to be sure that all of their product brochures are available online, and how to optimize them for desktop output or screen viewing. Nor may they be aware of how to feed campaign or other information to sales and other support people.