There is a big picture and a long arc within which our day-to-day activities are taking place. The 20th century consumer media were horizontal in their subject matter — that is, very broad — and format-specific. In the States, that means entities like CBS or NBC in television, The New York Times, or Random House. All of these companies provide content across the full range of human subject interests, but they pretty much stick to their formats: broadcast, newspapers, and books, respectively