In 2009, technology researchers at Forrester published a report entitled We Are All Media Companies Now , that looked at how publishing firms were dealing with the shift from a distribution paradigm to one based on consumption. By 2014, the paradigm is being experienced not just by companies but increasingly by individuals. People who use Facebook and Twitter are for all practical purposes running little media houses, and face the problem of their much larger brethren, where will the next story come from? Originality is too time-consuming: emulation is inevitable. Fads ensue.
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