Resumen de Foreword - We are living through a period of immense disruption in the media industry
We are living through a period of immense disruption in the media industry. The creation of the internet and social media and all that it has wrought – networked interactivity, immediacy, and fragmented audiences – has set in motion the destruction of the old business models that supported traditional media companies in the past such as broadcast TV, commercial radio, and newspapers. And, worse yet, the industry is experiencing an economic crisis and “legacy” media see a painful and ongoing decline in revenues as paid display ads, subscriptions and direct sales shrink, while costs are still on the rise. Solving this “capitalization gap” is vital as the legacy revenue model through paid and owned media is failing. Paid advertising has found many outlets, atomized into thousands of blogs, Facebook pages, and specialized television and radio stations, so that return on investment is becoming difficult, notably for print-only media. Social media, on their side, have become a viable alternative to commercial media to engage audiences more actively and profoundly.
