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Media Predictions for 2009 – BusinessWeek

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Creative Commons License photo credit: Spigoo

A sort of shadow media industry is born—properties created and staffed by those pink-slipped in ’08 and ’09. This sets the stage for epic clashes with existing players in ’10 and beyond.

Media Predictions for 2009 – BusinessWeek.

It’s still the “media industry,” just not really the current one.

It’s good to take what you know works and apply it in new ways,
but you can’t also be completely beholden to things that don’t work. Right now, much of the current media industry is not working.

What’s next is the Bridge for talent, readers and advertisers: what works from the old and the best of the new. That’s not a “shadow;” it’s the thing itself.