by Bob Topor, Senior Consultant
edited by Louise Dolfini Thornton, SAMP

It's as if smaller streams are flowing together to form an enormous, fast moving, powerful river. The streams I am talking about are not really streams of water at all. They are imaginary "rivers" of formerly individual technologies. These include (but are not limited to) fairly recent technologies. The awesome difference is that they are, for the first time, coming to together in a new linked, coordinated form.

The technologies, all the result of computer and digital processes, simple X's and O's, are:

Let's start with one of the oldest forms of communication, the common and ordinary printed newspaper. Technology allows news to take new forms: color, motion, immediacy and accessibility. Using computers to deliver fast information customized to readers' needs is a revolution that will continue to take place. The newspaper combined with television is inevitable. Envision news delivered in high definition television. The idea is awesome, speed remarkable.

Television as we have known it will be revolutionized by an unimagined increase in visual quality as screens mirror reality, like photographs. HDTV (high definition television) will take time to become accepted, just as radio once was. We'll see the day when HDTV is as common as radio is now. Theatre-style home viewing as a communication experience will be common.

The ordinary telephone has already been revolutionized by satellite and cellular technology. The old Dick Tracy wrist phone idea is now a reality.

Personal hand-held computers are now in their infancy. Communication integration with other forms of technology is, in my opinion, inevitable.

Consider the possible results of this technological integration:

• Rapid dissemination of knowledge and information with no physical boundaries. Physical connections will be replaced by satellites. Telephone pole and wires will be as useless as buggy whips.
• A decrease in unimaginative communications, giving way to more colorful, "entertaining" formats.
• Distance higher education. Those who do not believe it will happen had better consider early retirement.
• Increased corporate profits due to expansive advertising.

Taken together, what does this mean for marketing higher education? At one time the Internet was an acknowledged component of an educational institution's communication and marketing mix. Today, however, it is integrated with other major forms of communication that will revolutionize not only the promotion of higher education, but the actual process of education. New sophisticated ways of acquiring knowledge and delivering information will become as important as the appearance of the printed book in our history. I appeal to you to remain open-minded as these changes occur, and pay careful attention to how they will affect what it is you do: educate!

NOTICE: As a subscriber to this electronic newsletter, you have permission to reproduce and use this article on your campus. All others please note ©2003, Topor Consulting Group International. Comments about, or requests to reprint should be directed to Bob Topor at: topor@marketinged.com. **********

My daughter in law (and office manager) suggested that I extend a special offer to my newsletter subscribers. This is your opportunity to purchase all my books (regularly $244.85 -U.S.) for only $155. postpaid.

Here is how you can get this valuable marketing library of these titles:

• No More Navel Gazing
• How to run Focus Groups for Higher Education
• Marketing Communications for Higher Education
• Media & Marketing
• Fire in the Belly
• Now What? ( a primer for marketing higher education)
• Image Analysis for Higher Education

We accept P.O.'s.
Book descriptions are found at my web site (www.marketinged.com)