I had a period of loving Seth Godin, listening to whatever Rand Fishkin said and gulping down The Cluetrain Manifesto. But something wasn’t quite right – if all this Internet was so much more effective as a marketing channel, why did established media remain so big ever since these guys started operating? Not only has it remained, but established media continues to grow – not diminish! Last year the UK watched a record average of 28 days a week.

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