What is next media?
Progress Partners works in all aspects of a global media trend we call “next media.”This trend has its roots back before the internet, in the beginnings of mass media. It is characterized by three related themes:
- Almost nothing a consumer views is purely “advertising” or “content”. If you like motorcycles, motorcycle advertisements are content to you. It’s only relevant when you are trying to decide who pays.
- Media formats and pricing models change constantly. This includes how “advertising” or “content” is produced, combined, consumed, shared, etc.
- You can’t always be the center of the user’s attention. If you aren’t informative or entertaining, the best you can do is help the user find and share what they want. They’ll be back if you deliver the goods.
These themes have existed as long as there have been content producers, people consuming the content and advertisers who want to pay to get their product message to them. It’s just that the rate of change is massively accelerating, making a lot of “strategic” and “marketing” assumptions false by the time they are implemented. Firms that understand this and are capitalizing on it are what we are calling “next media” firms.
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