Monday, January 31, 2011

Snack Attack

Traditionalists complain that Americans' addiction to "content snacking" signals the death of long-form communication.

But content snacking only means marketers must embrace "lateral media distribution," says PR consultant Angelo Fernando in the current edition of IABC's CW Magazine.

While many Americans still crave the long form, their preference for content snacks presents a tasty opportunity to deliver stories in new and interesting ways.

"Instead of treating each medium as a source of a complete message, we can now treat different media channels as being tethered together, letting a message hop across from one to the other, laterally," Fernando writes.

When the most popular interfaces are smartphones, iPads and e-book readers, inspiring audiences demands a whole new way of thinking about your content.

How are you delivering your story?
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