Publishing 2.0 looks at the convergence of media and marketing:
“It used to be that media was strictly a delivery mechanism. Now that media is becoming a two-way, participatory, community-driven 2.0 entity (MySpace, YouTube, blogs, etc.), media companies can do more than just deliver messages — they can create services across the entire marketing services value chain.”
“Media companies need to focus on leveraging their most important assets — relationships, engagement, and community — these are the new “vehicles” for marketing… It’s about enabling people to discover and connect with brands through meaningful, entertaining, and useful content and experiences, which media companies, who should know their audience/users best, are ideally positioned to facilitate.”