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Jon DiPietro
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The timing on this post is funny. I just Tweeted this yesterday: "Was just asked by a client to provide a resume. Found it bizarre they would ask, which is kind of bizarre." For three years now, I've pointed prospective clients to my online profiles and properties not my resume. I had to create one. While I agree that it is doubly - no, triply - more important for marketers to pass the Google Test as you call it, I would argue that this goes for anyone in the job market today. Ignore at your own peril. I just published a free ebook that teaches people how to use blogs and social media for their own personal career development (http://www.careergravity.com).
I agree with your conclusion, but not so much with your premise. You say that, "Transferring the elements of an old media to a new one has never worked before so it's unlikely this time will be much different," which is simply untrue. Music has jumped from vinyl to cassette tape to CD to MP3, with the content largely unchanged and uninfluenced by the medium. Movies have taken a similar journey, but one could argue that the DVD medium has allowed movies to undergo slight changes like "Director's Cuts" and special features. And so I would conclude that it is indeed possible for a content type to move from one medium to another quite nicely and easily. However, I agree with you that print won't and here's why... Reading is expensive. This makes it imperative that authors, publishers, and device manufacturers understand whether their content is going to be read for effect or purpose. As more content is consumed digitally, the filter mechanisms people use will continue to have a detrimental effect on purveyors of generalized content like most newspapers and magazines. As you point out, the ones that are nimble and innovative will survive.
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Feb 19, 2010