Jeff Jarvis, author, What Would Google Do?
The future of online content is already here. We’ve been here for 15 years, since the commercial browser was first released. You can access content, you can interact with it; you can link to it and send it around, and add multimedia to it. By no means have we arrived fully. Look at what happened with Twitter in the least year and the notion of the stream and Google Wave and the idea of collaborative content. There are more frontiers to come, but note that those frontiers are not about putting up static pages of content. Traditional publishers have to change their own definitions of content. The opportunity here is to change their relationship with the people they used to call the audience and to enable the audience to help create and distribute content. There’s tremendous opportunity in finding new efficiencies because you no longer have to be all things to all people. You should do what you do best and link to the rest. Specialize more. Online media is about relationships. As Eric Sch
