My post from GigaOM yesterday outlining Why we are buying paidContent focuses on the fundamental shift in the media landscape.

Over the past few years we have started to see the transformation of media by new technologies, new methods of distribution and newer ways to consume information. I have always believed that we’ve got to stop thinking of media as what it was and focus on more of what it could be. In the world of plenty, the only currency is attention and attention is what defines “media.” Zynga is fighting Hollywood for attention (and winning). Instagram is taking moments away from other media. They have attention. There are old companies that are dying and new ones that are being invented.