We were raised on an ideal of communication that could be called “Citizen Kane” – a direct reference to the famous film by Orson Welles, primarily in relation to the values with which the mass media were born, namely information and influence over public opinion. First with newspapers, then with television. Today, on a daily basis, we are immersed in a boundless flood of information arriving from all kinds of surfaces – most of them digital in nature. 

Over the last two years we have accelerated the digitalization, we have learned new terminologies, techniques and digital strategies capable of sustaining activities and investments, relying on the high potential of the web. 


And in our sector – that of design – this is certainly a hot topic, where the debate rages on between the value of paper and that of digital resources. In this context, we need to think carefully about the motivations that push us in one direction or in the other one: should we rely on paper publication for the renown of the medium or for the actual return it brings? In experimenting with new, attractive digital offerings, do we know how to give value to the investment – considering that results can be ascertained through analytics to set the right proportions between investment and outcome?

We have left you with these suggestions, to which it is fundamental to respond in order to activate an effective marketing strategy, also regarding the choice of remaining loyal to the reputation of a publication, or wagering on the dynamism of new portals.  

What bears consideration in this perspective is one particular plus of the universe 3.0, namely the opportunity to directly speak to a profiled target, to the true recipient with whom we want to interact (while covering an international range as well). In other terms, to wager on quality, not on quantity. 

Though it might seem like a change of direction in the world of communication, in the B2B and real estate sector – in which Medelhan also operates – this new approach permits direct dialogue with high-level users (in our case, decision makers, CEOs and founders), making it possible to create a carefully selected community around us.