digital

Sorry, nits. Meet your picker.

It bugs me (yes, puny play on words intended) to hear leaders of legacy media businesses refer to their "digital" strategies or products, meaning all their online/internet/web/social/mobile stuff.

How did "interactive," as the adjective of choice for such stuff, lose favor? It is both more accurate and more aspirational.

I run the interactive business for a group of local television stations. TV, in case you have been off the grid for the past decade or so, is now almost fully a digital business.

Before this job, I helped run the interactive team for a chain of newspapers. By the way, they, too, are almost purely digital businesses right up to the point where plates go on a press and ink meets paper.

If I say, "I run digital businesses for my company," that should thus mean, "I run my company." And that's not true.