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The creators who thrive in this landscape are not those with the largest budgets, but those who respect the audience's time and intelligence. Popular media is shifting from a broadcast medium to a relationship medium.

: Digital and physical books, graphic novels, magazines, and newspapers .

Historically, popular media was a "water cooler" experience. Everyone watched the same sitcom at the same time because that’s what the networks provided. Today, the power has shifted entirely to the consumer.