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February 01, 2005

International Herald Tribune: Media consumers will increasingly get their news from blogs and seek their entertainment online, says new media pathfinder John Battelle. "Now any individual can become a film studio or a publishing company."

From his perch on the "Left Coast of America," in the outskirts of Silicon Valley, Battelle feels the media industry is at a "chasm-crossing moment." The era when big media companies delivered news, information or entertainment to consumers via mass-market television or printed publications, financed by the sale of advertising, is rapidly drawing to a close, he says. . Media consumers will increasingly seek out the democracy of the Internet, getting their news from blogs instead of print on paper, and seek their entertainment from a limitless supply of quirky online content, he says. . And if they do choose to watch television, they will skip the ads, using personal video recorders. Battelle would benefit if that prediction came true. A founding editor of Wired magazine, which he has since left, Battelle wears several hats. He runs several Web sites, including a blog, and he plans to start a business that will sell advertising for other blogs. By pooling ad sales, he says, blogs could protect editorial independence but benefit from the ability to aim specific spots at target audiences. "Big media's revenue premise is based on the delivery of advertising on a platform that's no longer necessary," he said. "Now any individual can become a film studio or a publishing company."

Thanks to IWantMedia for the pointer.

Via New Media Musings


Originally posted by JD Lasica from New Media Musings, remediated by yatta on Feb 1, 2005 at 04:09 PM