If content is the cheese how do you strategically place your messaging throughout the maze?  The assumption being that you can’t reach all of the potential audience through one corridor as consumers are coming from all directions and they may miss your message if you don’t account for all the means of passage. 

Today there are about 8 distinct media platforms namely; Internet, Direct, Magazines, Newspapers, Outdoor, Radio, TV and those that refuse to fit neatly are often referred to as Alternative.  Each platform can be further divided by the content they provide and who they are consumed by.  It is hard to think that any of these areas will completely fade away because they all have an audience which depends and(or) spends on them.  But the distinction between them is becoming less and less relevant when taken from the point of view of how they are accessed.  You can listen to music on TV station websites, read news on radio sites and watch and listen to content on newspaper and magazine websites.  Outdoor, the granddaddy of advertising media vehicles, is also being re-imagined through the introduction of augmented reality with its ability to add an additional dimension to what our meager senses provide and also the enhanced interactivity digital boards and NFC (near field communications) provide.

Google, Apple  and nearly every TV manufacturer already have products out which promise to transform your living room TV into a multiplatform juggernaut  You can have nearly everything mentioned above in addition to email, text, instant messaging, voice calling and even video chat on your phone, computer, tablet and now your TV.  Everything everywhere!  But where is this convergence and evolution taking us?

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