Distribution gets us nowhere


With all this wonderful technology we should be seeing the media industry flourishing in new formats and ideas. But are we? Did the Internet do anything at all except speed things up, save some trees and remove a middleman?

Stop to think about that…

Has anything significant happened to journalism, storytelling, narration, radio or magazines – other than being affected by qualities that have effectively decreased the quality of the product?

    Journalism has been affected by the need for speed, something almost everyone agrees is for the worse.

    Online magazines never took of, and moving them to the iPad and other tablets seems to create more of a novelty than a sustainable business model.

The problem seems to be the technology, that it becomes to much of a partner in developing solutions and by that introduces constraints on the process that are artificial to the product it is set to innovate. And by letting technology dictate to much of the process for finding new media products we are not challenging technology we are letting it control us.

The result of all this is media distribution, not interesting new products, interesting new business models or interesting new media concepts. And with distribution we won’t get far as it keeps us right where we are. Distribution is not a media trait, its not media innovation, its just improvements in infrastructure

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Today technology is getting in the way of itself, and the result is products that are lifeless, boring and fail to motivate people. Which is the opposite of what we need and the opposite of what people are expecting.

In order to innovate on new platforms we need to step away from technology, build on strategies and experts who view it as secondary, something that should be challenged not accommodated and drive innovation through the core value proposition of the media product itself – not its distribution.

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