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Indie everything is the trend for media business and consumption

Media is changing both for consumers and the producers of information content. Consumers are accessing information, entertainment and connections to resources differently -- with websites, mobile devices, cell phones and a continuing parade of innovations such as QR codes.

Here's an introduction to why and how things are changing on both sides of the information.

Media futurist Gerd Leonhard was the keynote speaker of the Future Media Days conference in Oslo, Norway. Here are a few of this thoughts:

New media is a new ecosystem -- it's like moving from the coast to the mountains. Very big changes, but life still flourishes with everyday commonalities.

Gerd Leonhard of the Futures Agency, mediafuturist.com, brings some insights into how he tracks the changes happening around our fingertips.

Mobile, social, low-cost, high-bandwidth, ubiquitous Internet access...

"It is the framework which changes with each new technology and not just the picture within the frame." Marshall McLuhan

OLD WAY: Selling "copies of content"

NEW WAY: Selling "access"

Indie everything: Indie radio, Indie manufacturing, Indie marketing, Indie music... everything is happening "in the cloud"... cloud computing. This is the "TeleMedia Era".

A connected society is based on broadband, not broadcasting. And it's about human links. It's about a "hive" mentality that is interdependent and networked.

Davide Grasso, Nike CMO says, "Facebook is the equivalent for us to what TV was for marketers back in the 1060s. It's an integral part of waht we do now."

Publishing has become a fight for attention -- not for distribution. (I'm not sure about that_). But he does point out an essential set of the new ingredients: de-centralization, automization, frangmentation. Kind of like the find grains of flour, salt, baking powder that are just begging for liquids to bind them together with a whole new outcome!

The new mixing processes are access and flow -- not downloading.

Data is seen as the new "oil". Drill baby drill. Data mining is here.

Monetize usage and engagement, not copies. This re-engineers permissions and standards for a connected world.

The new logic is built on ubiquity .. not scarcity.

From control to trust.

From enforce to attract.

Even the BBC touts openness with "Use our stuff to build your stuff". (Backstage.bbc.co.uk)

"All progress depends on the unreasonable man" George Bernard Shaw.

Are you re-thinking your strategy in what feels like unreasonable directions? If so, you're more likely to catch the flow of tomorrow's business strategies.