When I talk to clients about getting into a ‘digital mindset’ I often end up talking about the differences between distributed and destination thinking. Destination thinking is the kind of media approaches that have been with us for many years. We create content, attract (or ‘drive’) users to that content in order to keep them there for as long as possible, serve advertising at them, or make money from them in some other way. The defining characteristic of destination thinking is that the user has to be on one of our properties in order for us to be able to monetise that relationship. So, to take the example of a traditional media owner, whilst The Daily Telegraph may have multiple channels through which it is delivering its digital content (apps, website, podcasts for example) those channels are still largely owned media assets that requires the user to be in situ.
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