Chapter 1. Creative Strategy for the Mobile Medium

For centuries, print—then later radio and television—dominated the media landscape, as consumers flocked to these mass mediums to satisfy their appetite for news, entertainment, and content. If you wanted to follow the results of a presidential campaign, get information about the local weather, read the latest sports editorial about your favorite team, or catch up on the most popular drama series, then more than likely you were getting it over the airwaves, printed newspaper, or printed magazine.

The medium was indeed the message, as these forms of mass communication were the most effective means to cast the widest net over a large group of people. It was lowest-common-denominator messaging for ...

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