July 30, 2009 at 12:44 Media filtering
Illuminated this morning. Real modern media is not the media. These are mass filtration media . It is for them the future for the next hundred years, or even more. With an abundance of media, especially taking into account the development of communication technologies, the most urgent problem of consumption is not the search for sources, but their filtering. What we are observing now.
Data transmission methods are unified, thanks to the laws of economics and networks (Sarnov, Metcalf, Reed) only some standards remain afloat. Who does not have time to gain a critical mass dies. As a result, we have XML, personal communication devices, Google Reader, Yandex.Direct, etc. Google Reader helps filter RSS feeds, Yandex.Direct filters the flow of ads. In this sense, it is interesting to note that Yandex.News and Google News are unfinished products, they are now stuck halfway in development. The next stage awaits them (and other aggregators of this kind), at which they:
a) learn to process not only text content;
b) learn to filter it not according to their own algorithms, but according to user-defined algorithms.
So far, even Google Alert is ahead of them in development. Anything that does not allow personalization will die. At the same time, a kind of personalization awaits content producers as well. It will need to be formed / completed / distributed very narrowly, up to the interests of an individual individual. Otherwise, the media product will not be in demand. At the same time, one should not be afraid that the media economy will not be profitable. As soon as the audience of new media reaches a critical mass, when devices become ubiquitous like newspapers, radio, TV, the media economy will again become profitable.
So those media who want to take a step into the near future need to learn how to create highly targeted content, learn how to process and form their products out of it so flexibly as to fall into the interests of every reader, and make the delivery as individual.
This is the future of personal media. And in this sense, we are developing in a spiral, like our whole history. In media development, we are returning to the Middle Ages. To simplify the understanding, I will give a diagram.
In ancient times, a speaker or chronicler could not count on reaching a large audience. This media was not mass, and their media product could not be consumed massively. But from a distribution point of view, this is a one-to-one channel.
With the development of printing, mechanization and technology, it became possible to reach a large audience (newspapers, radio, TV). This is a mass-to-one channel.
We are currently returning to the Middle Ages because we are again moving to the “from one to the mass” channel. It’s enough to cite bloggers as an example, or how Americans are expanding their Internet coverage by sharing their home Wi-Fi access points. These are phenomena of the same order. But then there is some intrigue, because following the logic of the spiral development of history, we must again come to mass media. Question: what kind of media will they be? Those personally sharpened that I wrote about above? Or peer-to-peer personal media? Or will there be a functional division into content producers, packers, distributors, filter companies?
Data transmission methods are unified, thanks to the laws of economics and networks (Sarnov, Metcalf, Reed) only some standards remain afloat. Who does not have time to gain a critical mass dies. As a result, we have XML, personal communication devices, Google Reader, Yandex.Direct, etc. Google Reader helps filter RSS feeds, Yandex.Direct filters the flow of ads. In this sense, it is interesting to note that Yandex.News and Google News are unfinished products, they are now stuck halfway in development. The next stage awaits them (and other aggregators of this kind), at which they:
a) learn to process not only text content;
b) learn to filter it not according to their own algorithms, but according to user-defined algorithms.
So far, even Google Alert is ahead of them in development. Anything that does not allow personalization will die. At the same time, a kind of personalization awaits content producers as well. It will need to be formed / completed / distributed very narrowly, up to the interests of an individual individual. Otherwise, the media product will not be in demand. At the same time, one should not be afraid that the media economy will not be profitable. As soon as the audience of new media reaches a critical mass, when devices become ubiquitous like newspapers, radio, TV, the media economy will again become profitable.
So those media who want to take a step into the near future need to learn how to create highly targeted content, learn how to process and form their products out of it so flexibly as to fall into the interests of every reader, and make the delivery as individual.
This is the future of personal media. And in this sense, we are developing in a spiral, like our whole history. In media development, we are returning to the Middle Ages. To simplify the understanding, I will give a diagram.
In ancient times, a speaker or chronicler could not count on reaching a large audience. This media was not mass, and their media product could not be consumed massively. But from a distribution point of view, this is a one-to-one channel.
With the development of printing, mechanization and technology, it became possible to reach a large audience (newspapers, radio, TV). This is a mass-to-one channel.
We are currently returning to the Middle Ages because we are again moving to the “from one to the mass” channel. It’s enough to cite bloggers as an example, or how Americans are expanding their Internet coverage by sharing their home Wi-Fi access points. These are phenomena of the same order. But then there is some intrigue, because following the logic of the spiral development of history, we must again come to mass media. Question: what kind of media will they be? Those personally sharpened that I wrote about above? Or peer-to-peer personal media? Or will there be a functional division into content producers, packers, distributors, filter companies?