Media 2001: An Interactive Odyssey

Scot Butler

This article considers the fundamental change to media advertising wrought by digital technology. Targeted interactivity, one-to-one communication, convergence and new ways of thinking will be the way of the future.

Media 2001: An Interactive Odyssey

Digital technology and convergence put consumers in the director's chair

Scot Butler True North Media

We heralded the new millennium as a chronological milestone. But the turn of the century also marked the true beginning of the era of digital communications. While digital technology has been the backbone of the computer for decades, the shift from analog to digital as a standard in mass communications really began to pick up momentum at the turn of this century. This new digital age will reshape human communication – and our industry – as profoundly as the...

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