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When new communications media emerge, the typical pattern has been to simply put old content into the new format. The filming of stage plays in early cinema or the reading of newspapers over the radio are two oft-cited examples.
However, I would argue that the most effective use of any medium is achieved only once the unique characteristics of that medium are fully grasped. This process takes time—but when the uniqueness of a medium are understood and exploited, a profound shift takes place.
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- Companies:
- Amazon.com
- Apple
- YouTube
Andrew Brenneman
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