Five years ago, when I first began writing and talking about this idea, that every company is a media company, few people understood what this was about. Today, it's a message that is better understood -- but only among a few leading practioners in media, communications, and marketing -- it's still far from being understood by the mainstream.
Yet today, it's a very important concept because the evolution of media, and the powerful media technologies of the Internet, has transformed the entire media industry and is now transforming nearly every business.
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