Stop calling the internet a medium

The internet isn’t a new medium, it’s a network.

Each ‘revolution’ in media since the printing press – newspapers,
radio, cinema, TV – was essentially just an evolution of a broadcast
model with one distribution point and many consumers.

The internet is completely different. It’s narrowcast, it’s personalised, it’s two-way, or any way anyone with an internet connection wants it to be.

Magazine companies still have the expertise to make content people
want, probably better content than most others can make.

But they need to shed the attitudes that came with the privilege of
having access to a printing press.

Jasper Jackson | Editor and chief analyst, TheMediaBriefing.com