The idea that digital media would simply displace ‘old’ media holds no weight anymore. With increasingly flighty consumers, (who are ultimately busier and busier), a new marketplace is appearing where brands, products and ideas must pitch across a variety of media to capture attention. As 'top down' media merges with 'bottom up' media made in bedrooms and on the street, the companies that succeed will be the ones that remove barriers to audience participation. It is no longer about age or class, it is about mindsets over sterile demographics. There is a new sweet spot between horizontal and vertical axis of communication. Convergence Culture ushers in a new Democracy. Just as eBay has democratised commerce, so YouTube has democratised advertising and blogging has democratised opinion (and Analyst Relations). Citizens and communities together have rediscovered the power of the collective and individual voice. If you would like to find out more about content, please email david_fine@jcpr.com