ChasNote

Scott Karp at Publishing 2.0 on the latest Veronis Suhler Stevenson industry forecast:

“It’s no longer about just delivering a message — it’s about leveraging the connection that media (be it New York Times, MySpace, Boing Boing, YouTube, Digg, or Google) has with its users, who are increasingly driving the media (and in the case of MySpace ARE the media). It’s about enabling people to discover and connect with brands through meaningful, entertaining, and useful content and experiences, which media companies, who should know their audience/users best, are ideally positioned to facilitate.”

More from Mediapost:

“It also suggests that Madison Avenue’s shift from conventional ad-based media planning toward marketing-based communications planning is also having an effect, and that the definition of media is expanding well beyond traditional formats like TV, radio, newspapers and magazines. Perhaps most significantly, much of the shift toward new forms of marketing spending, especially the kind of experiential marketing aimed at active young adults, is a sign that marketers need to find new ways of reaching some important consumer segments.”