Every business is in the media business now. The ones that know it, do best.
There are two ways this works. There is business as advertising medium, which is what JetStar is doing by selling advertising on overhead lockers, aircraft wraps, in-flight TV and on iPads handed out for in-flight entertainment (!).
Then there’s business as content producer, which is what BlendTec do. They’ve taken a high-performance, but rather uninteresting, product and found the interesting. There’s interesting in everything!
It goes without saying, you’re in the media business. Which version are you going to be? And most of all, how is it going to add value to your customer/audience?