The Basement

Henry Copeland's written a great article on the phrase Consumer Generated Media. In short, he doesn't like it and prefers immedia – that is, if we have to call it something. Here's a excerpt...

Unfortunately, the words "consumer-generated media" aren't just misleading, they put things exactly backwards.

First, forget the word consumer. These folks are now participants, both in the news cycle and the creation of new products.

Generated? This stuff isn't generated, it's lived. Bloggers and podcasters are speaking from their hearts and passions, directly with their peers.

Media? Mediation means bridging a space between you and me, him and her. But we're all connecting directly now. Who needs a corporate bridge when all this new stuff is inside the same vibrant space, unmediated and immediate?

So I'd like to propose a new label: immedia.

Mr. Copeland's article is a fun read and I detect more that a twinge of sarcasm, but at face value I think he's missed a point or two.

First off, let's take another look at the definitions...

Consumer – the most powerful person in any transaction [MGGD (Matt Galloway Generated Definition)]

Generated - To bring into being; give rise to: generate a discussion. [From Dictionary.com]

Media - A means of mass communication, such as newpapers, magazines, radio, or television. [From Dictionary.com]

Several folks have said that CGM is a marketing term. (Which, by the way, it is.) But they say it like it is a bad thing. Yes, traditionally, marketing has been (arguably) evil – but those marketers that are banding about terms like Consumer Generated Media are starting to get it. Think about it – to a marketer a Consumer is the most important person in the world. Matthew Hurst doesn't like the word "Consumer" because we're not always talking about products, brands and purchasing experience or as Mr. Copeland puts it "Bloggers and podcasters are speaking from their hearts and passions, directly with their peers." But come on, face it, we are always consumers – even when we're at a funeral or in church or having CGHMM. And "speaking...directly with their peers" ?!?!?!? Then why the heck is it posted on a daggum web page and broadcast in feeds and advertised on ping servers? Bloggers are not talking directly with their peers – they are broadcasting to people that might be peers or who ever else will listen. This doesn't make it any less sincere, but it is certainly not intimate. Bloggers want to be heard or they wouldn't be blogging. They want a voice. And gosh darn it, they want to be viewed as the most important person in the world by those that they buy products and services from and they want those folks to listen. So bloggers everywhere, stand up and proudly proclaim I AM A CONSUMER!!!!

Mr. Copeland says "Generated? This stuff isn't generated, it's lived." But folks have been living experiences for decades – it didn't get Dan Rather fired until they started Generating Media! Generated – to bring into being; to give rise to. This is MORE than just living – this is giving up television and using the time and investing the energy to write. This is not some byproduct of simple existence – this takes effort. I don't know how your blog gets written Mr. Copeland, but mine is absolutely GENERATED.

Finally, saying that "the word media today is teetering on the verge of irrelevance" is just silly. We're not talking about a specific technology here like telegraphy – we're talking about a concept – a means of mass communication. Again, if we weren't aiming for a mass faceless audience we'd just email this stuff to everyone in our address book. My close friends already know that I'm pissed at Volkswagen – I want everyone to know. If my blog ain't MEDIA then I don't yet have enough readers, er, participants (I liked that bit).

Rhetoric aside, Mr. Copeland is right, blogs - or whatever you want to call them – are beginning to level the playing field between companies and individuals. In regard to information about stuff – including products, services, candidates and policies – we all have access to the mike. From the perspective of marketers - this means no more yelling over the heads of the public at large. Notwithstanding, lest we abandon capitalism and democracy – there will always be buyers and sellers. As the Cluetrain tells us, buyers today (and opposed to any buyer ever in history) have a very real, and very loud voice. Sellers – and their marketer friends – have to take note - and yes, Mr. Copeland, participate - or suffer the consequences. Sure, buyers and sellers are participating – but one of them still has to pay the rent.

In their notes next to my name, I hope those seller folks write CGM... and not some goofy made-up word like immedia.

Footnotes:
Henry Copeland runs BlogAds and has a great blog. He's brilliant and I like him, and his very opinionated opinions, a lot.
I found Mr. Copeland's post by way of Pete Blackshaw's Consumer Generated Media blog. I can't wait to hear what Pete has to say.

[UPDATE: Pete's posted more thoughts here.]

I saw this unbelievable story about a guy who was selling some funny shirts that said "A Prairie Ho Companion". He got a Cease and Desist letter from Garrison Keillor's attorney. This is unbelievable to me. Here's a comedian who is generally considered to be liberal and who is known for parody and poking fun at the shortcomings of each and every town he visits taking legal action against (arguably) a fan for making funny shirts. Mr. Keillor, apparently, is a hypocrite and clueless. BTW – that's not parody, that's my opinion, based on the facts.

I sent Minnesota Public Radio this email...

I received no response, so apparently they don't care that they have lost me as a listener.

Oh well, in my experience Prairie Ho Companions are better off shirtless anyway.

Sorry about the light posts as of late. I've been working on a secret project that I hope I will be able to share within the week. I have several things to write about but most of them will take a while, so they will have to wait.

I also have a laundry list of small items...

WOM on WOMMA in NYC

I'm definitely going to the WOMMA Conference in New York City next week. Thanks to the folks at WOMMA for the invite, old friend David Murphy for lending me his couch while I'm in there and for my amazing wife Hetty for the support and, more importantly, the airline miles I'm using for my ticket. If you're reading this and you're going to be there drop me a line so I can be sure to look for you!

Seth Godin is going to keynote. I'm very excited about hearing him speak.

WOMMA Blog Plug

Speaking of WOMMA, their WOM vs. Advertising Blog is slowing down a bit as the event that it's promoting grows near. I've been posting comments there like a mad man so check it out if you haven't already. At the time of this writing the most recent post was an important one titled Time to Establish a WOMMA Trustmark? by Pete Blackshaw. So go read it an post your $0.02.

Pete has been a little pre-occupied lately – or should I say doubly pre-occupied. Be sure to check out his nearly neurotic new-dad meets consumer generated media and brand pundit blog "Dos Bebes"

CGM vs. OPM

In related news, Pete and his Intelliseek cohort Matthew Hurst disagree on the the name of the media of which blogs are a subset that is being generated by people who are not professionally trained or compensated for producing. As his blog name suggests, Pete like "Consumer Generated Media" or CGM. Matt, on the other hand, likes "Online Personal Media" or OPM. Matt writes...

BTW, if you are wondering why I prefer Online Personal Media to Consumer Generated Media, I realised I can't think of people stuck in a war or disaster zone uploading images to Flickr and blogging via their cellphones as being consumers! 'Consumer' is a role for an individual - it is the individual that blogs, sometimes as a consumer, but often not. The next step in terminology is to figure out something that captures this and which can capture feeds - 'Feed Media'?

I can see both sides here but I think CGM is sexier. I like Feed Media though. That's good that is.

Brains on Fire Indeed

Three kids from that Brains on Fire (the world famous identity company) are going to be at the WOMMA conference – Spike Jones, Robbin Phillips and Geno Church. I'm really looking forward to meeting them – especially Spike whom I've had the pleasure of engaging with some scintillating repartee in the WOM vs. Advertising blog. I've been reading the Brains on Fire blog lately and I like it a lot. Them kids is always thinking. Of particular interest to the read - Ms. Phillips asks for some input on goals and I rambled a bit in comments. She wants folks to post some comments so go there and let her know what you think!

That's all for now – I'm gonna try to be a little more prolific than I have been of late though. Thanks for reading!