It is often said that military planners prepare "to fight the last war." The same is true of many in the media. Faced with disruptive new technology, media makers often respond initially by attempting to recreate familiar, previously dominant media. Old models and metaphors are grafted onto the new medium until someone eventually comes up with a conceptual breakthrough that emphasizes and enables its unique qualities. So it is not surprising that the Web — still in its infancy — has emulated previous media forms, from books and newspapers to radio and television. Despite all the new technologies and applications associated with the Web, we still essentially approach 'new media' content in much the same way as that still found in the 'old media.' Apture.com intends to change all that.
