This is the third in a series of posts contrasting the ‘old’ rules of the media and the ‘new’ rules that are necessary for success in today’s rapidly changing digital landscape. Old Rule #3: The Web Is Just Another Distribution Channel For Traditional Media's Content There are many traditonal media types who, believe it or not, still see the web as a place for either marketing or just dumping existing content 'as is' in the hopes of making a few bucks. It is precisely because the web is so flexible that it seems obvious to simply put up your content there, exactly as it was produced for a traditional medium.  For example, you'd never run a radio program on television because it's only audio, but you can put up audio programming on the web and it's just fine.  You can't put a TV show in a newspaper, but you can just put an entire TV show on the web, as is. It is this ease of 'copying and pasting' content on the web that often leads to a lack of thinking about serving the unique needs of the audience online. New Rule #3: Customize The Content For The Medium Again, it may be easy to say, ...