노마드의 거대이동

마침내 거대 이동은 시작되었다. 풀이 있고 먹을 것이 있고 쉴 곳이 있고 즐길 여건만 되면

어디든 간다모여던다. 목초를 찾아 떠돌던 유목민 노마드들은 흐르는 세월 속에 떠돌이 삶보다

정착하여 살기를 원했다. 그리하여 마침내 정착하는 농경시대가 막을 연다. 정착한 생활로

무수한 세월을 지내왔다.오늘 지금의 우리 모두는 개인 하나 하나가 독립된 기업이 되었다.세상

이란 캔버스에 내가 원하는 것을 누구의 도움 없이도 내 마음대로 그릴 수 있는 시대가 되었다.

컴퓨터에서 인터넷으로 이어지더니 마침내 미국에서는신문 독자가 온라인으로 떼를 지어 모여들고

마침내 인쇄매체에 중대 도전으로 다가왔단다. 2005년 12월 온라인 독자가 1월에 비해 21%가 증가해

인터넷 사용자 3명중 1명 꼴인 5500백만명이 매월 이용한다네요. 바로 지금 이 시점이 인터넷과

주변환경과 사회를제대로 예측하고 예견하고바라보아야할 때가 아닌가 싶다.

Readers Flock to Newspapers' Online Sites

By SETH SUTEL, AP Business Writer Mon Apr 3, 12:48 PM ET

CHICAGO - Newspapers' online audiences are growing rapidly, according to a new industry study,

highlighting a key growth area that newspapers are seeking to exploit as print circulation continues

to be challenged. A study being released Monday by the Newspaper Association of America, a trade group,

found that one in three Internet users ? 55 million ? visit a newspaper Web site every month.

Also, unique visitors to newspaper Web sites jumped 21 percent from January 2005 to December 2005,

while the number of page views soared by 43 percent over the same period.The study coincides with the NAA's

annual convention in Chicago. Top of mind for the publishers attending was the looming sale of 12 Knight Ridder Inc. newspapers by The McClatchy Co., which is acquiring the storied publishing company in a $4.5 billion deal that

will reshape the landscape of American newspapers. Strategies for coping with the rapid transformation of consumers'

news consumption habits due to the Internet was also a big topic at the three-day conference, which began Sunday.

Andrew Swinand, executive vice president at Starcom Worldwide, a major advertising-buying agency, said during

a panel discussion that newspapers could do more to harness their presence online, such as getting more

participation from audiences. Swinand also said his firm would like to buy advertising across newspaper Web sites

but had difficulty doing so, and had to go through third-party vendors. He also said it was difficult to buy both print and

online advertising through newspapers, and that the process for fulfilling newspaper ad sales was cumbersome and

less automated than in other media. Swinand did say afterward that he was still "bullish" on newspapers' online

advertising potential, but added that newspapers should do more to personalize and localize their online content,

in ways such as the social networking site MySpace does.In other topics, executives from The Sun in Baltimore,

the head of news at E.W. Scripps Co. and the head of online media at McClatchy discussed another big pending

issue for newspapers: how to integrate print and online news operations.

Having new people come in with fresh ideas was key for newspapers as they develop their online operations

said Mark Contreras, Scripps' vice president of news operations. Those people are likely to devise new initiatives

over the next few years that will "save our bacon," he said.