Out with the POE Media Model – In with the POGLE Media Model

In my latest Email Insider column for MediaPost, I argue that it’s time to expand the paid-owned-earned (POE) media model to include granted media and leased media, creating new categories for channels like email, SMS/MMS, and social media.

Currently those digital channels are slotted under owned media, which is content created by the brand that’s distributed to an audience developed by the brand via a closed platform controlled by the brand. That doesn’t accurately describe those channels.

Social media is better defined as leased media, which is content created by the brand that’s distributed to an audience developed by the brand via a closed platform controlled by a single third party.

And, as I argue in Email Marketing Rules, SMS/MMS and in particular email marketing are better classified as granted media, which is content created by the brand that’s distributed to an audience developed by the brand via an open platform controlled by multiple third parties.

>> Read my entire column on MediaPost.com