Many years ago, as a graduate student in managment, Herbert Simon was taught to us as a theorist with a lot to say about the way human beings in organizations behave. These days, he returns anew as a theorist whose work informs us about the logic of digital media.
"What information consumes is rather obvious: it consumes the attention of its recipients," Simon once said. "Hence a wealth of information creates a poverty of attention, and a need to allocate that attention efficiently among the overabundance of information sources that might consume it."
In a world where so much content exists, the key problem now is "getting noticed." That tends to mean "distribution" is less important than in the past. Think of a past world with limited outlets for radio, TV or print content, so unlike our present world where there is almost no physical distribution barrier, while the true barriers essentially amount to affirmation by audiences. To use the overworked phrase, "users rule."
One doesn't sell, one invites. One doesn't push, one pulls. "Attention" scarcity also puts a new perspective on the old debate about whether "content" or "distribution" is king of the value chain. "Both" or "neither" are equally good answers in a world of content abundance where the objective simply is "attention."
Across consumer markets, attention is becoming the scarcest, and so most strategically vital, resource in the value chain. Hence marketing now becomes both tougher, and more necessary, and more attention now is shifting to "inbound" rather than "outbound" marketing, pull rather than push.
Since the business foundation for much of media is marketing, media are bound to change. So are lots of other things. If you think about it, Google's page ranking mechanisms continue to emphasize "linking," which is seen as a proxy for "attention."
It's interesting how a theorist you once "met" in one context now seems so relevant in an entirely-different context.
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