BEYOND THE PALE?WAN indeed. The newspaper industry trade association is in need of a change of name. Hopefully not WAR, as in the World Association of Reactionaries. It is really not about paper anymore. It's breaking news that matters. And breaking the old mold of how to deliver them. Although, let's face it, it was always about getting target groups together for advertisers. Now there is the option of advertisers targeting individuals, since delivering customised news is a function of relevant content TIMES optimised delivery. The attractive content still has to come from somewhere, from journalists, commentators, opinion leaders - just as before. Don't let's forget that. The traditional mass media have been in the mass mediation and amalgamation business. Now they need to get to grips with the internet, which is in the individualisation business.The two media worlds need a mediator. A Makepeace. Now there's a lateral thought... http://en.wikipedia.org/wiki/William_Makepeace_Thackeray
Rupert Murdoch has said, it is complacency caused by past monopolies, not technology, that has been the real threat to the news industry.
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