The media emperors’ lack of wardrobe has come one step closer to the light with the release of a new book. Not only is the model broken, but its very foundation is faulty, according to author  Jonathan A. Knee, an investment banker and media professor.

“The four pillars of media conventional wisdom have not changed: First, growth at all costs; second, content is king; third, the answer to all problems is to expand globally; and finally, that by embracing convergence and the Internet, they will be able to solve all their problems,” says Knee.

The Curse of the Mogul: What’s Wrong with the World’s Leading Media Companies by Jonathan A. Knee, Bruce Greenwald, and Anna Seave, lays bare the distorted correlation between growth and value. Anyone who’s worked in the industry knows the ready-fire-aim mentality of those chasing the fatted calf of convergence. Find a deal. Make a deal. Figure out how to make it work.

Many a great company lays shipwrecked on the rocky coast of profitability because they followed that siren song. Here’s the worse part: Knee doesn’t see that trend reversing–or slowing. Read more.

We expect portability. Coffee. Pull up. Get it done. Drive away. Banking. Meals. Dry cleaning. It makes sense, then, portability should extend to content online. If I see it, I should be able to take it someplace else. My browser lets me send whole webpages (or a link to them) with a keystroke.

What if your messaging was portable? If that was possible, a consumer could lift your message and place it in an email, embed it on his My Space. Is your messaging something that connects on that level? Does it create a value-transfer that would even stir that idea?

MTV recently made it possible to embed videos it plays. You can plug in some code to your site or HTML-friendly email and BAM, you have a video–just like the one below. Cool,eh?

Even cooler would be placing content on your site consumers would find valuable enough to share. It would then be possible for your messaging to work here or to-go.

If you haven’t seen it, by the way, here’s a fun one by Brad Paisley: