ABSTRACT
We are in a period of rapid media deployment. Economic and social patterns associated with this era are both causes and effects of change. Despite much competition, many technologies have been able to reach critical mass and achieve mass adoption. Early adopters of new technologies include more young people and women compared to early adopters in the 20th century. Failures of new media are difficult to assess, since some may be false starts that will eventually lead to successes with related and revitalised technologies. Social media plays a prominent role in adoption as a way for early adopters to reach and influence large numbers of people. The complexity of the digital media environment makes audience measurement more difficult, but the very high stakes of determining the price for advertising based on audience measurement numbers make it a priority. Threats to privacy are real and growing. There are many lessons from the introduction of earlier media for marketing new technologies and services.
