It’s Not the Same Game
Here’s the latest essay from my ongoing series of essays Local Media in a Postmodern World.
This piece examines changing fundamentals of media in the new world, primarily how mass marketing is increasing problematic when access to the mass is what’s restricted. We’ve all grown up in an industry where value was created by restricting access to content, so what we’re dealing with today is, in many ways, the opposite of what we know.
One important factor to consider when reading my essays is that I don’t approach this stuff as a zero-sum game. New media won’t “replace” the old — at least not for a very long time. Mass marketing will continue, but it would be foolish to assume that it alone — or any variation thereof — can rescue the sagging revenues of local media companies. This is why we must follow a dual path approach, which is the foundational strategic principle of AR&D’s Media 2.0 unit.
This entry was posted on Tuesday, January 8th, 2008 at 10:23 am and is filed under Postmodernism, Media 2.0, Essays. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
