This is an interesting concept.
The “laws” of Gravitational Mass Media are:
- Audience fragmentation is correlated to findability. Audiences will continue to fragment as search and navigational technology improve.
- People attract people.
- The law of “perpetual publishing” says that audiences will keep the content fresh if the container is properly constructed.
- Brands get what they give – yes, our metaphor spans Physics as well as Karmic laws!
The last one is especially true. If you want a conversation with your customers, start one. If you want a relationship, start one.