COMMENTARY BY TERRY HEATON
The Media Must Rethink Its Infrastructure
The Web has made media’s simple business model — making content and selling advertising — very complex. Now, technology has made it possible for audiences to consume media content at their will, undermining the value of mass marketing. “In the network, it’s just not natural for the individual infrastructures of individual media companies to exist as they do offline. The net would rather go from author to reader directly, and that is something media companies just cannot abide,” Terry Heaton says.
