He asserts that branding is going to be even more important to media organizations in the future. Creating strong brands is what's going to help the public sift through and select the outlets they're going to trust.
The changing landscape doesn't mean that all media sources will be held in equal regard, but it does mean that everyone has a chance to raise their profile or watch it smash into bits. This is another consideration that executives, editorial staff members, and their communications teams will have to keep in mind as they progress deeper into the world of new media.
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