Five years from now, media will be totally intangible; on digital communications.(Digital)(Column)

Advertising Age, December, 2008 by Rubel, Steve

Byline: Steve Rubel

I want to make a bet with you. I wager that by January 2014 almost all forms of tangible media will be either in sharp decline or completely extinct in the U.S. I am talking about not just print but all tangible forms of media-newspapers, magazines, books, DVDs, boxed software and video games.

Don't believe me? Consider all the recent news:

Citing the success of the Amazon Kindle, Random House is making nearly 15,000 books available in digital form.

Microsoft (an Edelman client) opened up the ...