Ikea’s BookBook

This brilliant video has been doing the rounds, and I’m sure I’m not the only blog posting about it, but the accuracy of the language used in it really is outstanding.

The media world does seem to constantly invent terminology for things that, until fairly recently, seemed blindingly obvious (e.g. the ‘sharability’ and ‘zero lag’ of a printed book in the above video). There are dozens of examples across the industry at the moment, but I’ve always thought radio never got enough credit for it’s real-time, interactive mechanics that could share user-generated content with other listeners (i.e. the oft-neglected radio phone-in).

All of this is peripheral, of course, to the most meaningless term in media: ‘native advertising’.

But I’ll save that for another post.


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