Most publishers - whether print-based or online - are rightly obsessed with content.  Not surprising, it’s the tangible output of their efforts.  It’s easy to assume that a media brand is simply the sum of the content it creates.  But that ignores the magic of media brands - that their content brings together an audience of like-minded people.  In the old days, this simply provided a handy target group for advertisers, but now that technology allows the audience to answer back, it also provides both a fabulous source of new content, and also a value in the connections between the members of that group.  Now that there are many other routes for advertisers to reach audiences, and it is harder to charge a premium rate for content alone, I believe that the future of media brands is linked to their ability to turn their brand into a meeting place, and drive real value from their contributions and connections.  It’s important to let go of the temptation to broadcast, and simply host the conversation, rather than hogging all the airtime.  Here’s some practical ideas for how to transform your media brand, and importantly, create value. (more…)