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Proceedings Paper

Projecting the impact of a broadband communication infrastructure on printing, publishing and advertising
Author(s): Ted Smith
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Paper Abstract

A broadband communication infrastructure (over 150 megabits per second), deployed almost everywhere outside the third world within 20 years, is a common planning assumption of governments, communication carriers, and information providers. The "structure" of this infrastructure has been variously projected as being that of the telephone network, the cable system, or the Internet. An argument is made that the telephone model, with features borrowed from the other two, will prevail. This model is used to project broad features of printing, publishing, and advertising. In support of this projection, printing is modeled purposefully, a document is printed to either archive it, give it to someone else, or use it (read, mark up, take along, etc.). In the broadband future, only the last is sustainable. Publishing is modeled as a four-stage chain of commerce from creator to buyer. The progress of both the document and its chain of payments is considered today and in the broadband scenario. Finally, advertising today and tomorrow is modeled as a 2x2x2 cube. One dimension contrasts the "notify/inform" and "persuade" aspects of advertising; another contrasts the consumer's role as passive recipient vs. active controller of what s/he hears and sees; the third views the institution of advertising as reflecting or setting societal values.

Paper Details

Date Published: 3 November 1994
PDF: 11 pages
Proc. SPIE 10278, Defining the Global Information Infrastructure: Infrastructure, Systems, and Services: A Critical Review, 1027812 (3 November 1994); doi: 10.1117/12.192205
Show Author Affiliations
Ted Smith, Xerox Corp. (United States)

Published in SPIE Proceedings Vol. 10278:
Defining the Global Information Infrastructure: Infrastructure, Systems, and Services: A Critical Review
Stephen F. Lundstrom, Editor(s)

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