The worlds of media and advertising are changing. Technology is now empowering just about anybody to be a media company, including advertisers. The mass is dispersing. Vaunted institutions are being scrutinized and questioned by Mr. and Ms. Average, and the untouchable pedestals of the past are falling at a rapid pace. (Just ask Dan Rather.) Terry Heaton spent a 30 year career in local news, working in markets all across the United States. Since 2002, he's been publishing a widely-read series of essays, offering a path through the change for local media companies. His penetrating insight into the cultural change, the dawning of the Postmodern Age of Participation, is second to none. He's a sought-after speaker at industry conferences and a fixture in newsrooms coast to coast. Now, for the first time, the best of his essays are presented in one volume. Reinventing Local Media: Ideas for Thriving in a Postmodern World acts as both map and flashlight for those seeking a path to media success in the New Media world. How can you bring back the people formerly known as the audience? Terry knows. It's in this book.
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