It's fallen into my lexicon as an convenient general term for something that spans multiple forms of media.

But I also agree that it feels a little gross to use. I'm blanking on an alternative at the moment... Franchise?

I have a conspiracy that it's part of a psy-op to make individuals feel like they somehow hold stake in the corporation, so they're more likely to support corporate decisions.

I’d say these are web startup terms. When you’ve got a team that looks like:

• angel with a bunch of tech startups under his belt
• ceo / biz dev / marketing guy
• ceo’s roommate who’s doing sales, biz dev, media schmoozing
• web developer
• genius functional language purist who does server admin too

Those meetings are gonna have “content creators” connected with lines to Articles to Feeds to Subscriptions and then a line to “content consumers” all in little boxes up on the whiteboard.

“Content creator” is a term for a fungible model of a person whose role in your machine is to fill the content tank so the subscriptions engine can run. How many content creators by Q2 of this year.