Bologna, Facoltà di Scienze politiche, Aula Poeti - Ore 9,30 13 novembre 2009
Right now, news organizations should be trying to reach more people and engage with them more deeply. They should seek hyperdistribution.
Since when did it become OK for media people to shrink their audiences? Since they gave up on the ad model, that’s when. But I am not ready to surrender to the idea that advertising, which has supported mass media since its creation, is over. Yes, ad rates are lower; welcome to competition. That’s all the more reason why publishers must attract larger audiences publics – make it up on volume – as well as more targeted and valuable communities.
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