However, as savvy consumers filter out unwanted advertising information using PVRs, adblockers, SPAM filters, RSS feeds, subscriptions and customer communities, the Inside-Out approach is becoming less and less effective.

Distributed Media One reason for this is that communications infrastructure is no longer confined within corporate walls. It is distributed widely and freely in the shape of digital cameras, blogs, RSS, communities, podcasts, Bittorrent feeds and P2P networks.

Operating as an Inside-Out organisation in this new distributed environment can create serious problems.

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