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The Media Futures Institute undertakes applied research on the information economy, initiates digital and hybrid media products and services, and provides training programs in communications and media skills and practices. We work with companies, institutions, and organizations..
Content: The Soul of the Media Machines
For communities to embrace communications technologies, content
- compelling information, ideas, and images - needs to be delivered to
the home and office at a price that people and companies can afford. At
the same time, content must be produced in a cost-effective manner.
Traditional media struggle with delivery and content issues every day.
Book publishers, for example, are using innovative prepress and printing
technologies, as well as sophisticated just-in-time retail and direct distribution systems,
in order to be able to deliver high-quality products to consumers at reasonable
prices. Mass audience publications have all but disappeared. In their place,
large numbers of niche publications have prospered, primarily through precision
targeting of products and consumers. Within this business model, advertising
support is strongly linked to the publishers' ability to deliver pre-qualified
audiences at reasonable rates. Comparable trends are evident in radio,
television, and cable. In these industries, the growth of specialty channels
and their focused content is also related to the desire of advertisers
to reach specific audiences.
"Media", in the traditional sense, may therefore be slightly mislabeled, for they are
now engaged in a fundamental reassessment of the profitability and efficacy
of their existing business models. Some are also actively exploring alternative
media forms. By contrast, however, the task facing digital media producers
may be far more challenging. These pioneers are in the early stages of
defining unprecedented business models.
Media Products: Manufacturing Success
The Media Futures Institute has created innovative media
products and services for discerning clients that provided
a reasonable return on investment. As always, to deliver audiences for
media products requires effective, accountable marketing strategies. The
key to long-term business success, however, is to produce those products
in a resourceful, proactive manner.
Why make digital media? Here are just three of the many reasons we could
put forth:
1. The Internet and other new media tools are rapidly transforming
and enriching the way we do business, communicate with each other, and
consume entertainment.
2. The economic imperatives of ever more costly
raw materials and environmental degradation are forcing traditional media
to explore alternative formats.
3. New media means new jobs, and that requires new
training. Traditional media training programs are struggling to incorporate
digital media components into their curricula, with mixed results. Using
product-based training in a business environment will appeal to students, who have a keen appreciation of the potential impact of digital
media for business, education, and the community.
Applied Research: The Nuts and Bolts of Enterprise
Sound applied research is the foundation of our ongoing interest in community and product
development. In our research investigations, we identified broad areas
of inquiry for applied research, compiled an extensive resource of print
and digital material, and determined the key industry drivers and players in the digital media and technologies
industries. Some areas provide social context information, while others
result in knowledge useful for business planning. As we continue
our research in our core interest areas, a sharper focus is emerging that will be applied
to our prototype and product development, with resulting value to our partners. The following are our primary current research initiatives:
Roadmap of the Media Landscape
A description of the history, formats, and technological convergence
of the media industry, examining its impact on education, entertainment,
and business.
Communities and Media Technology
A review of the relationship between communities and media technology,
evaluating the role technological innovation can play in making communities
more liveable.
Economic Models for Media
An assessment of diverse economic models used in and proposed for
media, including such factors as partnerships, developmental strategies,
product types, organizational structures, management issues, product timelines,
education and training, and marketing.
Training Models for Media
An overview of training alternatives, ranging from mentoring and apprenticeship
programs to lectures, seminars, and workshops based on a product-focused
curriculum, plus distance and online learning options.
New Media, New Jobs
An analysis of the knowledge, aptitudes, and skills required for
media workers, managers, and innovators, summarizing employment and management-related
issues in the emerging media environment.
We have undertaken considerable research over a long period of time examining the convergence
of the traditional and digital media industries. Our product research
focus is on hybrid, migratory synergies between traditional and digital
media. In the long term, this strategy has enabled the development of a sophisticated
array of content vehicles involving a broad range of partners. It also
allows for content repurposing and leveraging. That is, by using materials
that already exist in one medium and developing them for another medium,
adding value and generating revenues at an earlier point than would
have been possible by starting from scratch.
Our research is intended to provide the framework to strategically
reduce risk while assisting content and creation issues:
¶ Analyzing audience and market positioning
¶ Evaluating product and business models
¶ Developing and testing prototypes
¶ Preparing comprehensive implementation plans and best practices guidelines
Our work will result in specific research and training outcomes, as
well as products and services, which will in turn lead to new economic
models and incubated enterprises.
Our Publishing and Communications Strategy Consulting Practice
Technology continues to offer commercial and enterprise publishers and public interest organizations new opportunities to develop new products and to offer existing products in new media formats. And technology can help improve production processes thereby reducing costs and improving profits. By offering consulting services designed to meet the needs of publishing professionals, here are some questions that we can help you answer:
1. Where could publishing technology have the greatest impact on our organization's operations (and profits)?
2. Should our organization incorporate new technologies - like podcasting, wikis and blogs - into our processes and product offerings?
3. What are the best practices for developing products to be published in multiple media formats?
4. How can our organization develop new electronic products derived from our existing content?
5. How can we efficiently produce and manage custom and private label versions of our products?
6. Are our current technology platform and vendors the most cost and effort effective?
7. What are the best technology choices for the new project that we are starting?
Our typical assignments include:
¶ strategy check-ups, program and process reviews
¶ prototype development and testing
¶ designing and deploying technology initiatives including the development of RFPs and evaluation processes
¶ project management
¶ providing ongoing advice concerning new technology developments
¶ end-user technology briefings - providing executive and staff training regarding important trends and innovative technology
¶ case studies and white papers.
As we develop projects, we will continue to add materials and resources: white papers, background documents, lecture and article notes on the past, present, and future of media and its potential as community building systems and software. Check back for updates, or add your name to our irregular emails, by filling in the form below:
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