{"id":1612,"date":"2009-09-15T08:55:10","date_gmt":"2009-09-15T15:55:10","guid":{"rendered":"http:\/\/gillin.com\/blog\/?p=1612"},"modified":"2009-09-15T08:55:10","modified_gmt":"2009-09-15T15:55:10","slug":"businesses-that-think-like-publishers","status":"publish","type":"post","link":"https:\/\/gillin.com\/blog\/2009\/09\/businesses-that-think-like-publishers\/","title":{"rendered":"Businesses That Think Like Publishers"},"content":{"rendered":"

\"Media<\/a>In my BtoB magazine column earlier this year, I suggested that office-supply giant Staples should take advantage of the collapse of mainstream publishing industry to become a trusted media source for small business<\/a>. Staples hasn’t yet taken the plunge, but a number of other brands have, and I think it’s worth looking at the trend.<\/p>\n

Here\u2019s the premise: Mainstream media is collapsing. This is creating what I call a \u201ctrust gap\u201d in the market. Not only are the institutions themselves disappearing but trust in mainstream media at a 20-year low<\/a> (see Pew Research chart at right).\u00a0 Social networks can fill some of the void, but not all of it. There is room in the market for new trusted sources to emerge and there is no reason why businesses and institutions, using the tools of new media, can’t step in.<\/p>\n

Early Adopters<\/h3>\n

Let’s look at a few examples of what big brands are doing in this area:<\/p>\n