Rapid Download Squad

It used to be so easy. Back when there were just a handful of network television stations, one local newspaper, and a half dozen radio stations in each market, people knew where to get their content. And advertisers knew how to reach those people.

But technology has changed everything. Traditional media channels are no longer the only means through which large audiences can be reached. CEOs, like JetBlue’s® David Neelman, post videos directly to YouTube.™ General Motors® executives communicate directly to customers and other stakeholders through blogs. These days it seems as if every company, organization, and individual—be it a billion-dollar multinational, a local government, or a person with a passion—is navigating the new communications landscape and experimenting with blogs, video, and custom publishing. In this regard, we are all in it together. We are all content producers.

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