In the world of media, longer content is heralded as higher quality. A six-minute piece is more prestigious than a minute-twenty package. Full-length features trump shorts. Shows beat webisodes. Two-thousand words are better than two hundred.
I’m frequently asked about how to create a mobile culture at a media company, and my answer is both simple and challenging: first, you must adapt your personal behavior — and the behavior of the decision-makers above you — to mirror how people increasingly consume content. To understand mobile, you have to live it yourself.
Even I’m stunned at how fast mobile is growing. A week doesn’t go by without a research report, product unveiling or earnings announcement that even exceeds my grandiose mobile expectations.