Media is changing, not shifting. Distribution, once scarce, is now plentiful. Media exposures, once scare, are now plentiful. Audience attention, once plentiful, is now scarce. These are the facts on the ground and they are changing the underlying foundation of media, not just shifting it from one channel to another.
via mediapost.com
Dave Morgan's column on MediaPost is worth reading in its entirety but the excerpt above nails it for me. Great distinction: where marketers and media companies are talking about 'shift' they should be talking about outright 'change.'
