This is the third in a series of blogs looking at the challenges of ‘digital disruption’ and ODI’s strategy in responding to them. The first blog set the scene, and second outlined in more detail one of three planks of ODI’s strategy: ‘being there communications’. If ‘being there’ outlines the channel the message is delivered through, this blog looks at the content of the message itself, and how the Internet is changing the format of the message and time horizons for which a message can be relevant.