I’ve been arguing for some time that companies underestimate how they are already de facto media companies and broadcasters, whether in real-world locations or via their websites. Firms just can’t get their heads around seeing themselves that way.
In answer to a question from the audience, [Wal-Mart CMO John] Fleming offered a comment about media choices that might be unsettling to ad sellers hoping to get on Wal-Mart’s schedule. Said Mr. Fleming: “The most important media channel we have is our store.”
Wal-Mart’s channel has a captive audience of 130 million, far bigger even than the 91 million viewers that Nielsen Media Research says watched this year’s Super Bowl.