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Media Intelligence : MT Resource 2010
they point in just one direction: in the case of print, downwards; in the case of online, upwards. There is no good reason to believe either will change direction soon, particularly as the scope of online content expands. The majority of the more than 25 million owners of Apple’s iPhone 3G use their mobile phones to read articles and sometimes even books. This landmark in mobile media is just the beginning. The launch of a swathe of e -book readers and tablet computers is now shifting how we read digital documents from the desktop to lightweight portable devices that you can browse comfortably in a train, on a deckchair or sitting on the toilet. One of the most fundamental shifts in media has been how we find the content we want. It is becoming rare to pick up a newspaper or switch on the TV just to browse and find what’s there. Now we discover the articles, music and movies we consume through recommendations, most-popular lists, social media and aggregators. Single source content is being replaced by word of mouth discovery. Strategic issues In the complex media world generated by these and other driving forces, there is an array of issues to consider in creating and implementing effective strategies. Given the seismic shifts in existing media business models, the most important relate to how money will be made in the new landscape. As media fragments into a proliferation of smaller pieces, MediaTitles 8 www.futureexploration.net p6-9 rossDawson.indd 7 8/12/09 2:05:47 PM
2009 - 2010
MT Resource Guide 2011