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C-Scape: Conquer the Forces Changing Business Today Hardcover – November 2, 2010

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Editorial Reviews

From the Back Cover

A bold, pioneering book that shows how businesses can survive and thrive in the digital media revolution

Not so long ago, the business landscape was easier to chart. The routes connecting customers, companies, products, and services were predictable, reliable, and understood. Today, that landscape has been upended, and in its place a "C-Scape" has emerged—a world where consumers, not producers and marketers, make the choices; where content, not distribution, is king; where curation becomes a primary currency of value; and where convergence continues to revolutionize every part of every business. In C-Scape, Larry Kramer leads the reader through this new, evolving world where the challenges are daunting—but the opportunities are huge.

A seasoned journalist turned superstar digital entrepreneur and venture capitalist, Kramer learned early on to survive and overcome the forces that are remaking the business landscape: the digital media revolution. Why media? Every aspect of every business is increasingly carried out through the media. From advertising and marketing to sales and customer service, from product design to manufacturing, everything that happens anywhere in business is ever more likely to happen on a screen or handheld device. That means any business could fall to the same threats facing the newspaper business and the music industry—unless that business learns to navigate the four Cs. Kramer's explanation of this new landscape is a revelation; his visionary advice is both crucial and urgent. No leader, whether at the helm of a small business or a conglomerate, will read this book without seeing the business world anew and finding practical ways to put this book's four powerful precepts immediately to work.

About the Author

Larry Kramer, the founder and former chairman and CEO of MarketWatch, Inc., is currently an adjunct professor of media management at the S.I. Newhouse School of Public Communications at Syracuse University. Over the course of his career, he has been a senior adviser at Polaris Venture Partners, a venture capital firm, and served as the first president of CBS Digital Media. He currently serves on the board of directors of sev-eral media and technology companies, including Discovery, American Media, and, and is an advisor to tech and digital startups such as JibJab, Newser,, and others. Kramer also spent more than twenty years as a reporter and editor at the San Francisco Examiner, the Washington Post, and the Trenton Times. He divides his time between Tiburon, California, and New York City.


Product Details

  • Hardcover: 256 pages
  • Publisher: HarperBusiness; First Edition edition (November 2, 2010)
  • Language: English
  • ISBN-10: 0061984973
  • ISBN-13: 978-0061984976
  • Product Dimensions: 6 x 0.9 x 9 inches
  • Shipping Weight: 1.9 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (15 customer reviews)
  • Amazon Best Sellers Rank: #1,422,793 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

5 of 6 people found the following review helpful By Jean Morgan on November 2, 2010
Format: Hardcover
I was able to get my hands on advance copy of Larry Kramer's new book this past summer. I read it twice and it inspired me to leave my job at a large traditional media company and go out on my own and start a boutique marketing company with a focus on reaching consumers wherever they are.
The author very clearly explains that all the change in technology in the past decade has been upending many business models. It is best seen as a revolution in communications on a scale not seen since the invention of the printing press. The biggest change is that consumers now have the power to avoid what they don't want to look and choose the messages they do want to hear. So all businesses must learn to think like media companies and become trusted curators and providers of content across all new media platforms. This revolution has put traditional media companies at a disadvantage because often they can't move fast enough to keep up with the changes in consumer behavior caused by all this technological change. AND they are often hampered by business models that try to preserve executive salaries and profits when they should be thinking like a dynamic start up. The "C" stands for Consumers, Content, Curation, and Convergence, all import factors in this new tech crazy world. Great book!
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3 of 4 people found the following review helpful By Mike on November 2, 2010
Format: Hardcover
This book is terrific! The author is truly an expert on the media and how tech has changed the landscape. This book offers valuable insight for businesses looking for an edge in the social media age. As a former TV producer who is now running public relations campaigns for large companies, this book make me feel good about my decision to leave the traditional media world and also gives me some great things to think about as I plan media strategies for my clients.
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2 of 3 people found the following review helpful By Anadiggy on January 1, 2011
Format: Hardcover
I couldn't help notice how my own career trajectory parallels the chronology of Larry Kramer's dead-on tome, C-Scape. Having made the transition from print journalism to online retailing, I'm well aware of how the Internet has both devastated the lives of those working in conventional media and yet has also afforded them with new opportunities.

Kramer's central premise that every company must become a media company has worked to my advantage. In the last five years, the company I work for, B&H Photo Video Pro Audio, has evolved from a brick storefront in Manhattan to a world-wide purveyor of consumer and professional A/V equipment. Supporting the explosive growth of its online store is B&H's own media empire that now includes newsletters, blogs, guides and videos distributed both direct to customer/readers as well as through daily Twitter feeds, Facebook postings, iTunes subscriptions and uploads to YouTube.

I mainly produce the same types of articles I wrote when I worked at several enthusiast magazines. The difference is that at B&H, the revenue model works. More than one magazine where I was once employed has been trying to increase revenues via email marketing of products direct to readers. These efforts pale by comparison to the inroads by retailers like Amazon and B&H to increase their media presence and credibility.

Full disclosure: I've known Larry since college when we both worked on the same alternative newspaper. I've followed his career from cub reporter to media mogul with a mixture of jealousy and admiration. I read C-Scape in one weekend, a personal accomplishment since my media consumption is monopolized by the printed New York Times, URLs revisited via desktop or iPad and way too many TiVo season passes. That leaves little time for reading books.
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Format: Hardcover
To a carpenter, a hammer fixes every problem; to a media mogul immersed in TV networks and digital technologies, better use of media can solve every marketing issue. That's the framework for Larry Kramer's book, which explores the constantly shifting forces of the digital age. Kramer, founder of MarketWatch, Inc. and former president of CBS Digital Media, calls these forces the "four C's" - "consumers, content, curation and convergence." This "C-scape" endows individuals with the power to increasingly call the shots and constrains companies to focus more and more on media for their ultimate success. Kramer's front-row seat in constructing the current media landscape provides the book's rich anecdotes and illustrative case studies, but readers outside the media business will have a harder time figuring out how to harness the four C's. Nonetheless, getAbstract recommends this look at how digital technology has altered business to marketers and executives. Learn about the C-scape from someone who had a hand in creating it.
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Format: Hardcover
Larry Kramer provides a great framework for assessing the new digital media landscape: controlled by consumers, where content is king, where curation is a high-value additive in a sea of information, and convergence is the endless cause of anxiety, change and opportunity.

In C-Scape, Kramer cites examples and shows a number of ways that ALL companies are becoming media companies. I've been a believer in this concept since the World Wide Web emerged in the 1990s, but C-Scape got me to look at this concept in a bigger way: that all kinds of products and services can have media layers that create competitive advantages and powerful opportunities to create relationships with customers.
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