The Web’s Widening Stream

Here is the latest in my ongoing series of essays, Local Media in a Postmodern World.

One of the things I try to teach clients is that the metaphor of a Web “site” is misleading, because nobody actually “visits” any thing or any place. The code that comprises the back end of the Web talks to individual browsers on desktops, laptops or mobile devices. So everything about the Web flows TO THE USER, and not the other way around. This is useful in helping people understand that the serving of ads, for example, can be disconnected from the serving of content. But the newest iteration of the Web makes this kind of knowledge critical, for we’re moving from a static, destination-oriented Web to one that is real-time and alive. The new metaphor is “the stream,” and it will demand new strategies and new tactics for anyone wishing a seat at the media table in the future.

The Web’s Widening Stream

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