Next Week in Jack Myers Media Business Report: Upfront Spending Report: Network and Agency Consensus Data Media Industry Core Value 2: Consumers are NOT in Control. Crowds and Data are King of Media and Marketing. Has there been a more prominent mantra for the media business in the past decade than "The Consumer is in Control?" After years of debate over whether content or distribution is king, industry pundits appear determined to crown the consumer as king of all media, suggesting that each individual has so much control over his or her own media and technology choices that both content providers and distribution outlets are effectively disintermediated.