Digital Estate: Strategies for Competing, Surviving, and Thriving in an Internetworked Worldby Charles L. Martin, Chuck Martin
The emergence of the Internet and the World Wide Web has created a new journalistic order,and the Fourth Estate,the print world as we have known it,is quickly becoming obsolete. The Digital Estate,a new internetworked world,with content,and distributed through the Internet,has taken its place,and now fundamentally represents the new face of publishing. This book is for every businessperson who wants to capitalize on the exciting opportunities emerging on the Internet and the World Wide Web. From his connections with industry leaders who are on the frontlines of the new media revolution,to insights which he includes from "new readers" who are just beginning to consume and utilize this information in radically different ways,Charles Martin will help you see what lies ahead in the digital marketplace. He fearlessly discusses the controversial business issues that govern the cyberage in the next millennium,such as: Why are the world's media empires helpless to maintain their dominance?; How has the playing field of information providers been leveled?; What challenges face us as advertisers become content providers?; Which new principles will govern business and media in the coming century?; Sure to provoke controversy,The Digital Estate clarifies the profound changes in media that are already affecting all aspects of business and consumer behavior. It's an eye-opener and lifeline for anyone who wants to survive the avalanche of the Information Age. . . and prosper from it.
The Internet is changing E-V-E-R-Y-T-H-I-N-G. If you think this is an exaggeration,you have not read The Digital Estate. What kind of world is this where consumers decide whether or not to viewadvertising? Where they may even help write it? Where real stores fade away and virtual shopping malls spring up overnight? Where corporate Goliaths quake before they start up Davids? Welcome to the Digital Estatesays cybervisionary and media guru Chuck Martinwhere the rubber meets the road on the Information Superhighway. Here,Martin analyses why: The past was static. The present is interactive. Consumers used to be passive,mass target. Now consumers tell you how to sell to themindividually. The past was local. The present is global. A Minneapolis Webcaster receives 2000 pieces of E-mail each day,some from as far away as Sri Lanka and Australia. The past was m money. The future is E-cash. Microtransactions can make multimillionaires. Find out why new players insist,"The playing field is level. This is the new frontier. " The cyber-revolution is transforming our world and to help you rise to its new challenges,Chuck Martin's The Digital Estate provides its own virtual chapter (an interactive Web site) and 100 business Netiquette rulesincluding Rule 100: "Be an active participant in building the environment. "
- McGraw-Hill School Education Group
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- 6.23(w) x 9.30(h) x 0.97(d)
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