  The Magazine of Culture and Community
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 Arts Council of the Central Okanagan 100-1690 Water Street Kelowna BC Canada V1Y 8T8 Email: Click Here. Elke Lange, Executive Director Telephone: 250.861-4123 Copublished by Wheat King Publishing Jeff Pexa, President Telephone: 250.491.0169 Produced in association with the Okanagan Institute
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MEDIA FUTURES INSTITUTE Address 1473 Ethel Street, Kelowna, BC V1Y 2X9 Telephone and Fax 250.870-2690 800.684-7280 Email Address info@mediafutures.org Website http://www.mediafutures.org Affiliations Arts Council of the Central Okanagan, Graphic Designers of Canada, International Typographic Union, United Nations  Categories |
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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. 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. |
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