As I wrote in the Trends post, the current explosive growth in consumer-generated media is not the only consequence of content production tools becoming more accessible. Even more important is the growth of content that is produced and distributed directly by marketers without the institutional media acting as paid intermediaries. Yes, BudTV has not been the biggest success story so far, but it's also about the myriads of in-flight and store magazines, newsletters, podcasts, branded social networks (P&G, Johnson&Johnson are among the bigger players), websites, films, on-demand cable productions, games.
It's a big trend, much bigger than whatever technological novelty of the day is attracting everyone's attention. This is why I'm glad to help spread the word about the first Custom Content Conference (New Orleans, March 9-11, 2008) produced by the Custom Publishing Council. Check out the online Content magazine that the Council publishes, too. Registration is $595 before January 1 and $695 thereafter.