The iPad is the latest, and arguably most compelling reason for marketers to back further away from traditional media companies and engage consumers directly. Previously, brands needed print and broadcast media to reach their consumers efficiently and effectively. This is no longer the case. That’s because with technologies like the Apple iPad, brands are more capable and empowered than ever to go it alone when it comes to creating and disseminating content. As such, marketers who think like media executives stand to gain share and improve loyalty for the brands they serve. In this exclusive Proximity white paper, we examine the tremendous opportunities and upside of the “marketer as content provider” model.