A Nokia lesson for Aussie media

The dramatic changes in our media landscape is another sign that in today's environment businesses need to reinvent or die. Nokia has learnt that lesson the hard way and so are Fairfax and News Ltd.

The dramatic news from Fairfax Media and News Limited last month brought to mind Bob Garfield’s Chaos Scenario which was published in 2009. In this prescient marketing tome he foretells of the death of traditional media as we know it. In its place, a world of astonishing media fragmentation, limited audience reach, and decreasing advertising revenues. In short, it’s a world with no critical mass to professionally and profitably deliver almost any marketing message. Sounds familiar doesn’t it?

Behaviour shift

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