"The future doesn't fit in the containers of the past"

Here's a guy I'd like to talk with -- and I plan to. I don't know when, but I'm going to make a point of it. Denuo CEO Rishad Tobaccowala offers the kind of thinking that will save media.
Start with his basic premise, summed up in a great phrase: "The future doesn't fit in the containers of the past."Digital, Internet-based media is not the same, so why do we treat it the same?

He comes from the marketing end of media, and frankly I've always felt that content (read: words) managers (read: editors) need to look at marketing. If we don't understand why people are reading our words, and how they are using our product, we can't make it relevant. And that's why, in my humble opinion, the media has gone off track.

Read the entire MediaDailyNews report, but pay special attention to the end where Tobaccowala lists five things he does to keep his thinking fresh. They all make sense, including reading print versions of newspapers, "which allows him to discover stories and information he might otherwise miss online." That's a powerful argument that print publishers should be pushing and it bears repeating: you find stories and information in print that you miss online.