Massive-media stories as developed by The Newsplexer Projects have three defining characteristics, only one of which is apparent from the name.
First, they are stories that you can own in terms of competition, at least in approach if not significantly in topic. Stories that duplicate what others do or that are themselves easily replicated typically fail to differentiate their sources.
Second, they are stories around which you can build an experience, an encounter that leaves an impression with those who engage the piece. This typically requires that the story be multifaceted, integrating many different issues layered with various levels of detail and offering multiple points of entry for different mindsets. It is the intellectual and emotional wandering within the story, the process of discovery and becoming personally invested, that effects an experience.
Then thirdly, as expected, they are stories that integrate a mass of individual pieces of content, combining a number of different media formats that are each most appropriate to their part in the whole, all of it harmonized across multiple environments such that they contribute to the story’s overall fidelity. In most cases these are not stories that occur all at some single moment of either event or telling, and rarely are they exclusively about the past rather than the ongoing present. A massive-media story will typically be produced and experienced over an indefinite period from the time it starts, as it organically develops in its many different dimensions.
Read more about Journalists and Repertoire (J&R) Story Band Talent Scouting and Media Development Mentoring
