We’reconfusinggrowthwithgrowingup.. Scaleisnotthesameasmaturity.

We’re confusing growthwith growingup.

Scale is not the same as maturity.

Time to reach audience of 50 million(source: Shift Happens)

Radio|38 years

TV|13 years

Internet|4 years

iPod|3 years

Facebook|2 years

Or evolution.

Mypoint being the web is young…

…and we still havea long way to go.

Let’s pause and talk about businessfora second.

Is it imperative fora business to haveapresence online?

Ifyou answered “No”,I havea flyingmachineI would like to sell you.

Ifyou answered “Yes”, then please roll thedice and continue playing.

Now, how did we get where we are?

“…c lassic Mcluhan-esque mistake ofappropriating the shape of the previoustechnology as the content of the newtechnology.”– Scott Macleod

(i.e. we did what we knew because thealternative was standing still)

Direct Mail Email

InAdvertising this meant…

Billboards Banners

And TVCs that continued to talk toyou like you were five years old.

(we’ll come back to this ina moment)

“ The medium is the message.”- Marshall Mcluhan

?That may not be true anymore.

We have definedmedia by themedium it isconsumed on,not themedia itself.

TVorfilm?Just video.

Newspaper?Book?Magazine?Just text.

Radio?Albums?

Just sound.

?Inwhich case, we’re dealing with raw

expression not altered by its deliverymethod (i.e. its medium)

I find theabsence of silosfairly exciting.And much closerto real life.

It is like the entire media industry washoisted into the sky and the Internet

was placedbeneath it…

…destroying the silos andthebusiness models that relied on them.

(which is basically what happened)

Back to our friends on the Avenue.

It no longer makes sense to plant flags.(shamelessly stolen from Faris)

Because nobody recognises them anyway.(again)

We’re still building for this…

Map of Internet trafficShow me the borders.

…and sending it out intothis…

…as if this had never happened…

…or media was still consumed ina linear fashion.

Consumption and conversation are nowhand in hand.