http://www.engineering.com support@engineering.com support@engineering.com BIN95.com http://www.engineering.com/AdvertiseWithUs/Blog/ID/3507/The-myth-of-publishing-your-own-content.aspx#Comments Thu, 20 Oct 2011 20:02:07 GMT f1397696-738c-4295-afcd-943feb885714:2056 Enlightening post John. That was my first impression as it reminded me of how I often get sucked into that mind set, even though my core belief and strategies is to use others already established and branded. (So you pulled my head out of the mud for a while, until the 'experts' suck me back in. :>)<br /><br />But I might add, a technical discrepancy when you where framing the scenario. You wrote "...media like magazines, TV and conferences...". And technically the 'experts' are correct ... if the media like magazines, TV and conferences do not transition to on-line and mobile media. The ones that extend their branding to on-line and mobile media are the ones you should utilize. The ones that don't extend their brand to current and future medias, will fade away, just like the 'experts' are saying. But as you pointed out, one does not need to become their own magazine publisher, just utilize the smart publishers with existing brands who successfully migrated to on-line.<br /><br />(IE: Print only mag too expensive for such a small reach, same with TV only ads. And conferences struggle in todays economy and travel cost.) http://www.engineering.com/AdvertiseWithUs/Blog/ID/3507/The-myth-of-publishing-your-own-content.aspx#Comments