Microchunks: How each piece of media has to stand on its own
Reading through this powerpoint on new media's economics (found on buzzmachine). It makes the point that consumers can afford "greater quantities of smaller chunks of media." The trick, of course, is to produce chunks that not only stand on their own, but can be traded back and forth and played on various media. What better example than the cellphone ringtone that rocketed to the top of the music charts in Britain? (I saw this item yesterday on Huffingtonpost but can't find the link today...) UPDATE. Heather found it.