The media world is experiencing a rapid divergence of technology and outlets. What we are now witnessing is the rise and rise of micro-media.
Al and Laura Ries’often discuss their theory of divergence, which says that new products and channels will continually splinter away from their ancestors and evolve.
There is probably no better place to explore the divergence theory than in the media. We are constantly being told that traditional media is dying and that new media is on the rise. But while that is somewhat true, what isn’t highlighted enough is that “new media” consists of a plethora of options and delivery systems rather than one or two all powerful mediums.
The truth is that we may never see a handful of dominant mediums again.
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