Monday, November 27, 2006
NYT: "Seeking Executive to Tame the Digital Future"
Posted by Chris Gohlke in "THOUGHT" @ 05:00 AM
"WANTED Digital media genius to guide a nimble — or at least we like to think we are — media giant through transformation from analog to digital in all its gory glory.
JOB DESCRIPTION To take all the stuff we produce for other formats, like TV or print or film, and figure out how to shovel it onto the Internet in a way that makes money.
QUALIFICATIONS The ideal candidate might also have ideas for ways to make a few dollars online that don’t directly stem from our so-called traditional media businesses. (You know — like that whole user-generated thing that the kids are doing. P.S., loved the video clips about how Mentos and Diet Coke mixed together create a chemical reaction — maybe we can turn it into a prime-time special or a theme park ride financed by these brands?)
COMPENSATION Pretty sweet for as long as you last.
RETIREMENT BENEFITS Well, don’t plan on it.
THE want ad above is a goof, of course, but it roughly sums up the state of play among big media companies’ digital operations."
Here is the deal, there are very few executives that have what it takes to overcome the mindsets in these companies that prevents them from excelling in the new media jungle. Sure a charismatic executive can go a long way, buy without buy-in from the rest of the organization, they are destined to fail.
JOB DESCRIPTION To take all the stuff we produce for other formats, like TV or print or film, and figure out how to shovel it onto the Internet in a way that makes money.
QUALIFICATIONS The ideal candidate might also have ideas for ways to make a few dollars online that don’t directly stem from our so-called traditional media businesses. (You know — like that whole user-generated thing that the kids are doing. P.S., loved the video clips about how Mentos and Diet Coke mixed together create a chemical reaction — maybe we can turn it into a prime-time special or a theme park ride financed by these brands?)
COMPENSATION Pretty sweet for as long as you last.
RETIREMENT BENEFITS Well, don’t plan on it.
THE want ad above is a goof, of course, but it roughly sums up the state of play among big media companies’ digital operations."
Here is the deal, there are very few executives that have what it takes to overcome the mindsets in these companies that prevents them from excelling in the new media jungle. Sure a charismatic executive can go a long way, buy without buy-in from the rest of the organization, they are destined to fail.
