For traditional media companies, mobile is being positioned as just another method of distributing content. “TV Everywhere” isn’t going anywhere. So-called “Second Screen” apps are wishful thinking for people who believe the First Screen is just fine. Newspaper mobile apps, likewise, are extensions of brands destined for the junk pile. Meanwhile, mobile sits there as an opportunity for those willing to accept it for what it is – an entirely new communications mechanism based on the network and its horizontal attributes.
Terry Heaton is President of Reinvent21, a consulting company specializing in business reinvention for the 21st Century. He’s an internationally-recognized creative expert on all things web-related, especially as they relate to local media, and is widely seen as a visionary, an iconoclast and an authority on doing business via the World Wide Web.
He is the author of “Reinventing Local Media, Volumes I & II and of the acclaimed series of essays Local Media in a Postmodern World, which is published in many languages worldwide, and he writes the popular “Pomo Blog.” He is a sought-after speaker on college campuses and at media conferences, and he’s the author of three other books.
He coined the term “unbundled media” to describe not only what’s happening to and with all forms of media but also as a strategy to move mainstream media to the web. He created definitions and descriptions of Media 2.0 that are now widely used by media observers everywhere, including “We are not in the content business; we’re in the advertising business.” His characterization of real-time streams of news and information in 2005 as “continuous news” leads the revolution in the online display of news as a stream. His current passion is to help media discover a replacement for advertising that interrupts or accompanies news content.
He retired from television news management in 1998 to concentrate on the internet. He is a 28-year veteran of television news and was a news director in six different markets. Terry lives with his computer and his dog in Frisco, Texas.
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