Eddie Brannan explains why agencies need to create immersive aspirational worlds in a post-print environment.

We'll soon be proclaiming that the desktop computer is dead, and the only thing you'll need it for is to download the app. And possibly not even that, because, unless you have an iPad, the next wave of tablets come with the real web.

At which point, in our Minority Report world, we'll be back to square one, where content, creativity and brand equity, i.e. a unique point of view, matter more that the technology itself. Because there'll be as many digital magazines saying the same thing, as there have been in print.

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