Terry Heaton has another terrific essay: "... Television newscasts and programs, CDs, the morning paper, cable TV tiers, magazines, books, movies — virtually every form of mass media comes already bundled. It's as much a part of our consumer society as keeping up with the Joneses. The bundle includes everything that makes up the whole, from the content to the ads. This is how we do things. "Drive people to the bundle" is the mantra of mass marketing, which then uses its part of the bundle to rifle unwanted messages this way and that. ¶ But bundled media has a serious drawback, one that cannot be wished away. It takes time to consume anything prebundled, and time is a precious and valued commodity in today's world. We're working more, and we have less time to ourselves. ¶ And so, driven by the very real demand of less time, we've begun the process of tasting that which is unbundled. We unbundle television shows by skipping the commercials with our DVRs. We unbundle CDs by downloading the songs we want. We unbundle the national media by subscribing to specific RSS feeds. The signs of a burgeoning unbundled media world are everywhere. ...¶... The business opportunities for unbundled media are truly remarkable, but in order for local media companies to take advantage of them, they must begin viewing themselves as more than one-dimensional deliverers of bundled media. For broadcasters, that means finding the courage to say to ourselves that our transmitter isn't our top business anymore. It's but one of many, and our internal systems and even our organizational charts should reflect that. Only then will we be able to truly reinvent ourselves for the future. ..." Link: Donata Communications. A complete list of essays and links are available on his weblog page.