Digital age and media: The fourth and final stage

Why publishers need to stick their heads in the clouds

By Roy Greenslade/Guardian

Digital development within media organisations seems to pass through
four stages, writes Michael Hedges.

"The first response was to ignore it and maybe it would go away. The
second was to loathe it and maybe it would die. The third, now
present, is to challenge it and maybe it can be controlled."

And the fourth?

"The final stage of digital development requires a leap beyond fear
and loathing. The Zen of new media people is give up control and reach
for the cloud. Neither the technology people nor the content people
seem ready, which makes Facebook worth every penny."

It is Hedges' analysis in between the third and fourth stages that
requires reading.

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