Shifting from mass media to individuated media October 2, 2009
Posted by Jonathan Hewett in : delicious links , trackbackVin Crosbie highlights the magnitude of the transition he envisages:
"We're now in the early years of this transition from mass media to individuated media, maybe 10 years into a process that will take a generation. The writing is on the wall, but most traditional media companies still think it's only graffiti. Yet the change will come and be sudden and sharp, not gradual. Just ask the newspaper industry, the first to be affected. The radio industry's and the TV industry's affiliate infrastructures will be next. There are pioneers who are ably leading the advertising and public relations industries through the change, but not everyone in those industries will make it to the Promised Land.
If you think you've seen changes in the past 10 to 15 years, you ain't seen nothing yet. […] However, the opportunities to profit and grow careers within individuated media, for those who know how to do it, will be extraordinary. Be one of those people."
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