I’ve Revamped and Rebranded the Digital Deliverance newsletter to Focus on What has Already Superseded the Mass Media as Consumers’ Predominant Way of Obtaining News, Entertainment, and Other information. As old dogs such as me get older, we sometimes forget the new tricks we had learned. “You’re publishing a newsletter to teach media executives the lessons that you taught in graduate school? Won’t this confuse people who instead expect a newsletter that comments about news and current events in the media industries? Moreover, you’ve devoted the past 20 years your life to recognizing the rise of Individuated Media. So, why not call it that rather than brand it with the name of your 30-year-old consulting company.” The perceptive and beautiful Ph.D. with whom I live mades some good points! So, welcome to the Individuated Media newsletter (formerly Digital Deliverance newsletter). I’ve revamped and rebranded it. The many lessons I wrote and taught in my required course for New Media Management master’s degree students (an elective for doctoral candidates) at Syracuse University’s S.I. Newhouse School of Public Communications, I’m instead converting to podcasts and videos for this newsletter’s paying subscribers—a better way to differentiate what they get from what free subscribers receive. I’ve increased this newsletter’s frequency to more than weekly. And I’ve also changed its tone. I had been these past years publishing academic publications such the International Journal of New Media Studies, the Nordic Journal of Media Management, the Journal of Strategic Innovation and Sustainability, etc., rather than media industry trade journals. Academic writing is virtually required to be bulletproof and concrete, particularly because any dissident or non-conformist articles get attacked by the hidebound or philistine. Yet that can tend to make academic writing sometimes as heavy and ineffective as the Maginot Line. My career started 50 years ago in journalism, in which writing should be short and snappy, particularly in a newsletter. Here we go! I’ve a reputation of not taking prisoners at conferences, symposia, and seminars about ‘New Media’. I’d rather immediately kill a faulty idea or unsound strategy than let those go viral. However, I regret that wasn’t faithful to that hygienic practice during an online journalism conference hosted by the University of Massachusetts 20 years ago. The result is that I’m today writing about a misguided strategy that has cancerously metastasized since. In my opening remarks as that day’s co-moderator of the conference, I warned against the Mass Media industries pursuing a strategy that I’ll now outline below. […]