It was a few months ago that Rafat Ali, CEO of travel news site Skift, wrote his vision for “mediata” – the concept of companies built from the ground up “to take advantage of the organic fusion of media and data.”

The rough idea behind mediata is using data to drive and inform stories and then using that data, as well as insights and knowledge of the industry, to feed back into further data archives and reports or white papers, providing both paid and free revenue streams. As Ali tells TheMediaBriefing:

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