Saying that you’re going to make something “interactive” or launch some “video” is not the same thing as thinking about the medium. The medium is: app or web. Mobile or desktop. Kindle e-single or iOS in-app purchase. Facebook integration or push notification. These are the media channels that have yet to be thoroughly understood and colonized. If your thinking about the medium begins and ends with what you can stick on a web page, you’ve lost already.

Christopher Mims, Technology Review. What’s Wrong With Almost Every Old Media-Inspired New Media Startup.

Mims lists companies he believes get it (eg., Newser, News.me and the Atavist), writing, “Notice that what all of these examples have in common is that where they’re really succeeding isn’t the web. If you think you have the money and clout to be the next Huffington Post, be my guest, go “innovate.” But the web is a surprisingly mature medium, and old-media pundits turned new media hucksters who think they’re going to tell anyone else how to launch a sustainable business there are emperors sans clothes. New media companies that will succeed are founded by two kinds of people: technologists, and media people who think like technologists.”

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