Point of view: New media science

In 'paid', 'owned' and 'earned' media the balance of power has shifted. Before the rise of social media, 'earned' was relegated to the likes of PR, but now in some agencies it is king.

Point of view: New media science

Joe MandeseMediaPost

Industrial revolutions are not easy. They challenge or destroy established business models and create a lot of waste, inefficiency and disruption until new ones are established. That's exactly what's been happening to Madison Avenue as it works its way through the digital revolution.

The first phase of the internet revolution was tough enough as the ad industry shifted from one-to-many to one-to-one communications models, and increasing user-control of content and brand messaging, but at least big marketers and agencies still called the shots.

The latest phase - the shift toward social...

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