Do we have the death of another industry buzzword? Headlines from the new release of VSS Communications Industry Forecast (the 22nd annual) don’t mention multi-tasking or the fact that time spent w/ media is flat but fragmented.
It does, however, mention that though overall time spent w/ media is down ever so slightly (at this point), time spent w/ digital/new media is up. And, what’s more, they expect a continued downward trend in overall time spent w/ media because increased use of digital media is making people more efficient in getting at what they want and need.
So if the expectations of new/digital media is increased efficiency (i.e. people spend more time w/ digital/new media so, overall, they can spend less time w/ media in general), what does this mean for pretty, flashy, brand-y creative things vs. functional, time-saving, aligned-w/-content-behavior-and-context creative things?
Medium, message, etc, etc…