• Jeff Javis' Buzz Machine, Tuesday, February 23, 2010 1:54 PM

Media pundit, NYU journalism professor and author Jeff Jarvis argues that "new spheres of discovery" are changing the fundamental economics of media, and, with the raise of "factory-famed content," flipping it. "We, the people formerly known as the audience, initiate the sequence of a media transaction, writes Jarvis.

What this means for Jarvis, is that the people want a story before it is written, and that it is delivered to them, a la Demand Media, instead of the other way around. And, Chris Anderson will appreciate this, "Media doesn't come just from media anymore," writes Jarvis. "Retailers, airlines, government, doctors, teachers, communities -- any and all of us -- will all be media, understanding the needs of a public and using all these tools to answer them without having to go through the old media brands to create content or reach an audience."

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