We tend to get caught-up in the obvious. Like, Twitter has become a news platform. It was that at birth. Ok, it wasn’t CNN, but it was and always has been “my” news platform.

Now it’s increasingly the news platform. The source for what’s breaking that matters. The source for instantly building and getting your own river of news.

To follow the rugby scores of my favorite teams the Web’s usefulness declines the further I get from my desk. And it’s pretty useless on my desk. That’s because the news channels are audience-centric on a geographical basis – this is partly a result of poor management, but also a result of limiting industry business models.

The future of these organizations is along the lines of Twitter – which is subject and content centric.