Russell's latest column in Campaign magazine looks at how the big thing on the web seems to be changing faster than we can deal with.

Russell's latest column in Campaign magazine looks at how the big thing on the web seems to be changing faster than we can deal with.

Get Used To It, because this is how our lives will be from now on. You remember that scene where James Bond escapes an awful fate by leaping from one alligator's head to another until he reaches the river bank? It's going to be just like that, except without the river bank. We're just going to have to keep leaping, because things aren't about to ‘settle down'. We won't ever get back to a world with a few dominant players who we can just do some deals with and get back to sleep. The costs of invention are too low for entrepeneurs and the costs of switching are too low for the audience. So Facebook might be the new MySpace, for a bit, until something else is, but it won't mean that either will disappear, or be not worth doing deals with. We're going to have to get quicker about our planning and decision-making, more immersed in the media lives of our audiences, and we're going to have to stop looking for the new dominant media vehicle. If anyone's going to dominate it'll be the audience, but that's a different piece for a different time.

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