Be the medium

This brilliant article from Seth Godin has revolutionised for me what it means to buy traditional media space. His view is that we're not actually buying anything; we're simply renting eyeballs - and for as a little as a few weeks at a time. Then it's on to the next brand.

He argues that paying for your own media platform a much more effective way the way to "nurture, educate and convert an audience" and cites examples of brands who are already doing this, and doing it well.

Check it out in all its glory here.