Media is a Journey ... not a destination

speeding bullet, originally uploaded by Diana Goss.

I read an interesting article in campaign from Indy Saha at agency republic in the UK. He stated that media was in fact a constant journey. What I took from this was that the old style of media was in fact all about understanding the destination or the channel. How many people watched this TV show... or read this magazine. Then it was about using that information to take your message to the destination.

This has changed as the content and message are travelling through out all media and people can often be the planes, trains or automobiles. The fun part now is understanding how the message travels not where it ends up. Sounds like a book from Paulo Coehlo and philosopher's view of life as a journey. But working to make our message move across media in a positive sense. Is an interesting objective. Its also just another way of talking about transmedia planning.