If content is king, then its queen is making money.

So says Scott Kessler of Standard and Poor’s Equity Research. Suddenly it seems that everybody is talking about the merger between online sales and off line content. Most agree that the old media still has the best content, but the computer is now so central to people’s lives, that the money is moving online.

The biggest driver is undoubtedly Google which wants to diversify away from its reliance on a single revenue stream – online advertising. It’s partnering with newspapers and now it’s looking at radio too.

Scott Kessler writes:

In our opinion, the faster traditional media firms work toward partnerships focused on making money from content, the sooner they will be able to reap the benefits.

It’s helpful to Exbiblio that analysts are starting to think aloud in this way. The more people start to talk about an idea, the more easy it becomes to sell a concept. Exbiblio is offering a way for traditional media firms to plug into online methods of making revenue – and it’s starting to look as if that’s going to be a good message to be putting out in 2007.