Vom Massen- zum personalisierten Medium

Der entscheidende Satz steht gleich zu Beginn des Artikels in USA Today: “This is all part of the shift from mass media to personalized media,” says Paul Saffo, research director of The Institute for the Future, a tech think tank in Palo Alto, Calif. “With the iPod, the Buddha is in the details. The finish and feel are such that you want to caress it.

“And when you do, wonderful things happen.”

Interviews with owners of various ages tell the same unsolicited tale. They shun today’s radio programming (too much talk, not enough good songs) and resent buying CDs that are full of songs they don’t want (they gladly spend 99 cents a song at Apple’s iTunes online music store, where 1.2 million songs are snapped up daily).

“This is no fad — the iPod has changed my life,” says Andrea Kozek, 29, a health care professional from Milwaukee and owner of, yes, My Precious.