If you have worked in communication or marketing you are probably familiar with thinking about the media landscape in terms of owned, paid and earned media. It’s a good way of structuring the different types of media, but it should not control how we work with messaging, target groups and content. In a time where the customer is in control, and the borders between media types are blurring, we need to have a strategic perspective and work to achive a convergence in media use. Read more