James Curtis’ piece on ‘the future of media’ (Campaign, 17^th March 2006) makes for compelling reading but falls down because it barely acknowledges the power of individual data. With one billion people worldwide currently having access to computers and with more than 800 million new mobile handsets being issued this year alone, only those media owners holding the most valuable and precise individual data will survive.
Recent manoeuvrings by Google are a tacit recognition of the fact. As the number one search engine they already know what you’re reading, what you are interested in, where you are going (Google maps) and their forays into the VoIP and mobile markets are significant because Google will eventually know everything about you.…