The Coming of the New Electronic Classified

A manufacturer rather than a marketing orientation has always been the curse of industry. But the technological explosion in the media is leading to the same myopia that technology typically produces in industry. The lure of technology dazzles and overrides a sensible view of what consumers might want or need

John Billett

IT IS NOT hard to keep up-to-date with the changes taking place in the manufacturing of new electronic media products and the re-engineering of established media.

What was once the exclusive preserve of the trade and technical magazine and the specialist conference platform, has moved quickly through the pages of the general marketing and media press to become the staple diet of national consumer media.

Everyone can now be an expert in the changes taking place. It is all in the public arena. Hardly a day goes by without some announcement of a new media channel of communication. Everywhere you turn there are endless debates about the availability of new media technologies. Government departments play a major role in deciding who shall and shall not be entitled to own channels and make programmes. Articles abound describing the endless array of choice now being made available to the consumer.