The media industry is in flux. Media Agencies and Media Owners are redefining themselves, whilst others redefine them too. New companies are appearing with what seems increasing speed, carving out their own territory in the land of 'media'.
Once 'media' and 'digital media' were separated in the communications proces, with 'digital' often being relegated to a bit part in the client pitch (as 'media' still is when side by side with 'creative').
In many companies, the line between 'digital media' and 'social media' is in place, the former sitting in the silos of 'Paid-For' and 'Owned' media, the latter falling into media that needs to be 'Earned'.
Yet more silos for 'media'.
Once there was a clear divide between the content maker and the content distributor. This line is blurring ever more as the days go by.
Who makes and who shares now? Is 'media' only focused on the distribution or sharing of great content or is there something more to the industry and to the word itself?
I was kindly invited by the World Federation of Advertisers to present on the topic of 'Innovation in Media'. During my research on the topic, I kept coming back to asking myself what is 'media' in 2012. I have helped many companies shape their local or global media and communication strategy, and helped them define an approach, a philosophy towards media.
However, I thought it would be useful, at least to me, to explore how people define 'Media'.
Via the medium of Twitter, I asked a selection of Media Agencies for their input. Sadly, the response was not as hoped for (as you will see in the deck).
However, I also approached a number of incredible people on Twitter, with whom I engage with and get continually inspired by. All 13 of them thankfully responded to my question "What is Media?", and I have incorporated their responses in the document above.
This document is merely a work in progress. I am keen to hear your definitions too, and I promise to compile them into a future report and share again.
So if you read this and feel compelled to share your own definition of "What is Media?", then head to the comments section below, head to my slideshare over here, or join me in twitter (@citizenbay #whatismedia).
Hope this is of some use and stimulates debate (at least a little)