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The New Media Evolution: From Content to Consumer to Context

Ketchum author Nicholas Scibetta

Nicholas Scibetta
October 24, 2011

The shaping of today’s media landscape by social media first led to “content is king,” as everyone rushed to get information online, and then “consumer is king,” as everyday people gained a larger voice in mass media. And now the shaping has reached a new phase.
 
In a video interview I recently recorded for Ketchum’s online magazine, Perspectives, I describe how “context is king” is now the new catch phrase for today’s media landscape, how brands can capitalize on context, and what might be the next phase of media’s continuing evolution.


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