Just caught the streamed video from NPI's Reflections of a Blogger which, BTW, the Ringmaster highly recommends. Lot's of lessons to take away there but the overall message I gleaned was that, to paraphrase the obscure post-modern words of the infamous McLuhan, the medium is that message. Not to be unduly obscure myself, all I mean to say is that it's not our father's - or mother's - media anymore. I know, Duh! But my belabored point here is that the medium by which the content is delivered or exchanged directly influences the nature of that content and how it is processed.
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