Diane Mermigas, the venerable media columnist, writes this week that 2006 will be something like 2005, only more so. Meaning the industry's biggest companies will continue to grapple with shifting
consumer tastes, technology-driven changes in consumer behavior, and a nimble ad market. Management will need to respond more adroitly to these transformative developments, Mermigas says, and some
simply will not be up to the challenge. She suggests the industry (or, rather, industries) will require "a new generation of graduates from the Steve Jobs, Bill Gates and Steven Spielberg school of
mavericks and free-thinkers." Her excellent assessment of the trends in progress, plus the ones possibly on the horizon, is worth the read.
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