I wrote this thing for the current issue of Strategy Magazine in Canada.
I've written about the problems of prospection before, so I won't labour the caveat except to say that perhaps it's better to think of these as provocations rather than predictions.
- The Socialisation of Media
- Hyperconnectivity and Transmedia
Something old, some new, mostly borrowed, hardly blue.
You can read the whole thing online or in handy portable document format:
[There's a line in section 4 that got a bit distorted in the edit - should read:
So the onus in these spaces that advertisers are paying for has been to communicate what they want to say in a way that is appealing to the audience, but not necessarily to communicate something the audience wants to hear.]
I finish the piece with a transmedia link to this video I posted a while back with some other prognostications about the present.
What do you think?