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New White Pape - Defining New Media

The Diffusion Group announces its newest white paper, The Medium is the Message - New Media and its Impact on Media Consumption, which addresses the subject of digital media and the definitions of "old" and "new" media.

In this topic paper, TDG's President and Principal Analyst, Michael Greeson, architects a definition of 'new media' grounded in current academic thinking on the subject, yet is tempered with a commonsensical business perspective. As the report states:

"Most of us claim to understand what 'new media' means, but very few can state clearly the literal meaning of the term or reduce it to a series of core logical components. The phrase itself is a sign of our current confusion about where media in general is headed and the pace at which it is changing."

The paper also argues that we are at a time in the history of media in which customary modes of consumption are breaking down, becoming increasingly fragmented, splintering into thousands of highly individualized, highly personalized consumption experiences. It is the novelty of these experiences from which the uncertainty regarding media production, distribution, and consumption emerges. This is the challenge presented by new media.

Please visit us for your free copy of The Medium is the Message – New Media and its Impact on Media Consumption.

About The Diffusion Group ( TDG ) -

TDG is a research and professional services firm helping clients deliver better product and services in the new media and digital home markets. Using a unique blend of consumer insights, executive-level consultants, and hands-on technical experts, we produce more than just research - we create Intelligence in Action®.

To sign up for TDG's free weekly analyst opinion piece or for more information, visit our website at


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