The biggest mistake embedded in this paradigm shift is hanging on to the idea that scaling from singular over-simplified basic list interface will be easier in the long run than going complex..with ease of flow, openness to multi-form interface and scaling slowly. This was led by VC’s who were looking for single step up financial reward. Many scaled services are now stuck in a bad list interface with bad revenue models (because they were built with a priority on investment moneys rather than customer moneys) as we are about to turn a cubic corner.
Traditional media has a leg up because they understand delivery of complex interface production. As the laying in of retail and brands has to be in production..not delivery. As the shift of power inherently shifts to placement as the first in/first out payment contracts by placement in actual production…during the actual reality of production.. & Those will be made by those building /producing/ designing, visual production/story architectures not simple list interface or curation. The reward from curation alone …especially in a flat list interface will beeaten into significantly as the direct retail instigated by the right placement of cues in emotional, appetite and utility within story architecture will drive retail significantly more than a “two+ step away from purchase” ad placed near a list subject.
Another big misunderstanding of people who think traditional media would die because what they do is inherently easy. It’s not. Not even close.
A little like the mistake of Boxee. An idea that was created without an understanding of a very clear future that it would become redundant. As heroic of an attempt as it may have been.
Without content creation or a hand in higher level story architecture skills… all platforms will fall to the people actually building the stories and flow.
