At the Research 2009 conference in London, author and Demos researcher, Charles Leadbeater said that the modern media industry is on its way to becoming something we cannot picture today as online communities grow and ad revenue falls.

Already, the online generation and new technologies have changed principles. Value on the web is less and less "revealed through price, but through interaction". He pushed the idea of collaboration as being key to the growth of an online economy. Leadbeater believes that these online communities will transform the media, as we know it today.

This is not the first time we hear about the importance of teamwork in the online future. At the Guardian Changing Media Summit, last week, "partnerships" was seemingly the word of the day.

Source: WARC