TITLE

The great enabler

AUTHOR(S)
Laybourne, Geraldine B.; Wilkinson, Lawrence
PUB. DATE
September 1999
SOURCE
Advertising Age;1999 Special Issue, Vol. 70, p60
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article lists several considerations about the future and implication of convergence. The first is that convergence is not about technology, it is about experience. The ultimate reality of convergence only marginally depends on how transportation and technology schemes play out. Second, convergence is not about the merging of lots of media into one embracing new medium, it is about the explosion of several media into lots and lots more media. Third, convergence is not a merger of equals, it is a takeover. Fourth, convergence is not about telling, it is about listening, responding and enabling.
ACCESSION #
2296317

 

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