Strategic insights
Breaking Down the Media Silos: Connecting a Mixed-Media World

In the connected world, the value comes from signals created by the creators. And the usefulness comes from the aggregators that bring those signals together in a contextually aware 'product'.

In The Shift, I wrote about how the new media world is breaking down the traditional media silos. Not just for the media themselves but also by brands, organizations, and for the public as a whole.

In the past, brands would either buy advertising or send out press releases but today, in the connected and social world, brands find they now have to be their own journalists. They have to be the creators of content. They have to write the reviews, tell the stories, and present the data.

Note: Read also, 'Advertising Agencies in 2015'.

One very good example is just to look at the Volvo Ocean Race. Their site and app, are doing exactly what the newspaper used to do for them. But in the direct world, you cannot put your communication in the hands of others.

But even amazing sites like the Volvo Ocean Race are falling short of embracing the connected world. Because the other lesson is that no single destination can cover all the signals available.

In this Plus report we are going to sketch out the perfect scenario for covering big sport events - like the Volvo Ocean Race, the Olympics, Tour de France, Giro d'Italia, Le Mans etc.

The point, of course, is not sport itself, but to visualize what the connected world is all about. How it breaks down the old media silos. And how the same principles apply to all other forms of media, from the news media covering politics to brands taking part in big events.

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