BoSacks: No B.S.: The End of Communication As We Know It
In the past decade or so, our business has fundamentally changed so as to be almost unrecognizable to former participants and past industry giants. No one in our industry, no matter their title, performs the function that their predecessors performed even five years ago.
Try to step back from your desk, laptop, iPad or smartphone, and reflect upon the changes you have personally witnessed while in the media business. What I find rather amusing is that it doesn't matter how long you have been in the industry—30 years or two years—you can still recognize the results of the vast and uncontainable transformation in which you have participated.
When the old-timers got on the media train, its speed was constant and consistent. Now the train is headed into the future at increasingly faster speeds, and no one actually knows where we are headed or what to expect when we arrive. For newcomers, it must be like jumping on a bullet train to points unknown.
Taking the 40,000-foot view of our industry, the largest object we can see is not the challenge of adapting to ever-changing technology, but rather the absolutely fundamental shifts in communication patterns and processes. Communication patterns—between people and people, between people and businesses, and between businesses and businesses—have been forever altered.
I foresee a mighty blending of former media silos into one universal widget of communication tools. The Internet and the digitization of damn near everything have changed the very DNA of what communication was. Perhaps we need a better word for what we do now. Can the term "communication" really capture what the current process is? I Tweet globally to untold thousands every day. Is that still called communication? I send 16,000 e-mails to my closest business associates every day. Is that still called communication? When a publisher simultaneously multicasts a printed magazine, a digital magazine, blogs and RSS feeds, personalized URLs and other fancy stuff, is that still just communication?