New Footage from “The ...


Content strategists are in high demand these days.

People have finally figured out that flinging tons of information to the outside world doesn’t accomplish anything if it doesn’t land with the intended audience.

Perceiving a void in the market, many publications have established business units to create content for companies. Some like the New York Times and its T Studio focus on sponsored content. Others like Insider are taking their assignments directly from companies. Need a blog post on the intersection of work-life balance and productivity software? No problem. We’re even seeing media properties morph into SaaS players with content-as-a-service offerings.

We tend to think of this love affair with content as a recent phenomenon, that the rise of digital media prompted the invention of content.

But is this so?

I tasked our crack research department to take a deep dive into the matter to determine if content existed before the arrival of the internet.

It turns out that not only did content exist before the internet, its presence found its way into popular culture as far back as the 1960s. In the video clip below from the 1967 Academy Award-winning movie, “The Graduate,” watch Mr. McGuire offer career advice to Dustin Hoffman’s character, Benjamin.

I’m sorry that the age of the video has somewhat eroded the audio quality. If you have trouble, here’s a written version of the dialogue from the scene once Mr. McGuire and Dustin Hoffman move outside.

Mr. McGuire: I just want to say one word to you. Just one word.

Benjamin: Yes sir.

Mr. McGuire: Are you listening?

Benjamin: Yes I am.

Mr. McGuire: Content …

Benjamin: Exactly how do you mean?

Mr. McGuire: There’s a great future in content. Think about it. Will you think about it?

Dustin Hoffman: Yes I will.

Mr. McGuire: Shhhh. Enough said. That’s a deal.


We can safely conclude that yes, content existed before the internet

And I’m with you, Mr. McGuire.

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