The New York Times today has an insightful story about marketers shifting from traditional ad buys to becoming new media companies: "The New Advertising Outlet: Your Life."

Nike is the showcase example. The sports giant is pouring money into useful online social tools that runners come to willingly to use, and thus are exposed to Nike brand messages while getting value from visiting the sites.

Here's the killer quote that explains why this is such an important strategy for brand marketers in the current media environment:

"We want to find a way to enhance the experience and services, rather than looking for a way to interrupt people from getting to where they want to go," said Stefan Olander, global director for brand connections at Nike. "How can we provide a service that the consumer goes, 'Wow, you really made this easier for me'?"

That's a profound change in how companies market their brands. And of course, it's really bad news for traditional publishers, because money getting poured into this marketing approach is no longer going to traditional advertising.

We're a company providing tools and a platform to do what Nike increasingly is doing. So with one hand I applaud this trend. But as a long-time media guy, it makes me fear for the future of traditional media companies; it's yet one more (significant) challenge as once-safe ad streams dwindle. The trend of brand companies ALSO becoming media companies should scare the old media companies.