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Triton's Reynolds finds a happy spot between info scarcity and overload

Thursday, June 7, 2012 - 11:40am

Triton Digital EVP Patrick Reynolds has a column in an upcoming issue of MediaPost's Media Magazine on the "pendulum swinging back" away from our current state of media and social overload.

Not long ago, Reynolds describes, you read a paper, listened to a handful of radio stations, watched a couple TV channels. Digital technology in the form of streaming enterainment options and social media soon made your options -- and info intake -- explode. "You're choking on all your choice," he writes.

"There’s a place between state-controlled and anarchy. New curation services are killing off the first-gen open spigots in favor of Intelligent Design of information flow," Reynolds explains. It's about "fewer trusted resources doing more...

"Spotify is adding more 'stations,' so you don’t have to do all the programming. Google has got its arms around all the information in the known world and has organized it so you can access it (whether or not you know how to spell or type) effortlessly. Next it will begin to parse it out to you before you know you need it in digestible nuggets that won’t give you heartburn. Sit back. Relax." 

Radio critics decry "the same 20 songs, over and over." But does "10 million tracks" serve anyone any better? Go ahead, give your customers the mountain, because you can do it now, and they expect it. But you need to give them a good map to the mountain pass too.

Read Reynolds' column in MediaPost here.

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