Winter Greetings!

Brilliant! Thanks for dropping by.

Critical Distance is the name of a company founded in 2003 by author, broadcaster and transmedia specialist, Jonathan Marks. From humble beginnings, the company has grown into an international knowledge and production network. At a time when every company is becoming a media company (of sorts), Critical Distance specializes in building cross-media strategies. That means using existing and emerging media platforms to build conversations in society. We combine (confidential) research with video and audio production skills to make what we talk about. Jonathan consults to the senior management of large companies, but also coaches tech-related start-ups on how to get their ideas into the right context. His heritage is with international broadcasting as an award-winning producer of audio and video productions. But, increasingly, the work is with non-broadcast companies. Many corporations are rethinking their PR strategy, dumping the "press release" and making more use of video to communicate their ideas and goals. But only a few companies are able to do this in an engaging way. Critical Distance has developed methods to get this right, both fast and economically. The company is currently active with projects in UK, Kenya, Cameroon, Germany, The Netherlands, Tanzania, Finland, USA, Eastern Europe and Singapore.

Getting in touch

This page has been designed as a quick reference, a switchboard to various activities. Click on the bloglinks to the right to catch-up with Jonathan's current news and videos. He's also active on Facebook, Google+ and Twitter. Read on for the general overview. If you want to contact him, then the best way is by email, which is checked regularly. The address is jonathanATSIGNjonathanmarks.com. Let Jonathan know if you're working to a deadline.

Jonathan continues. "For news on what I am doing today, including news and musings I would like to share, check out the "Critical Distance Weblog". For the last three years I have been releasing more of the professional videos I have made, including interviews with people I believe are doing interesting and creative things with emerging media. Head off to "Jonathan's Video Vault".

As 2012 progresses, I am doing a series of keynotes on what Media Strategies Companies Need to Develop Next, focussing on new ways of storytelling. I do a lot of confidential commercial work and this helps to off-set some of the research and development work I am doing in Sub-Saharan Africa and Asia. I have also rekindled an interest in useful equipment and software for those in the vodcasting and podcasting business.

What next during the crunch?

I have been shocked how poorly large companies in Western Europe have adapted to the power of social media. I have been impressed by the Guardian, Channel 4, parts of the BBC, LIFT France, Nordic Media Festival as well as NPR in the US. Shouting into social media platforms has never worked and I am pleased to see that Google Analytics is now showing this strategy isn't working. However, at the same time I have been fortunate to be working with winners in this sector, who not only get it - they are already doing it! I just wish there was more of it in Europe, especially when the competition for people's attention is increasing by the day.

My most recent commissions have been helping companies restructure their ways of being creative.

Active Collections 2012

I do a lot of work with organisations trying to turn a passive archive of content into an active reference source. Rather than just talking about it, I am using various tools to conserve and digitize the Media Network archive of programmes. These were radio shows that I compiled, wrote and presented during my tenure as Programme Director with Radio Netherlands Worldwide. The results of this work are now in iTunes (search for Media Network Vintage), or you can go to the special website of Media Network Vintage Radio Podcasts to browse more than 200 individual editions. I have been delighted that several thousand people have expressed interest in this safari into media nostalgia. I am now doing follow-up interviews, to find out what has happened since some of those features were made. In the meantime we have had over 210,000 downloads. I think that says something about the quality of audience participation in the latter part of the last century. When you empower people, many become involved!

So what else is Jonathan Marks up to today?

Others say I know how to explain to others how to use the right mix of traditional and emerging media to share ideas across cultural borders. I use all thats available - video, audio and text.

I get the biggest personal satisfaction by being a bridge between technologists, management and creatives, having wide experience in all these fields. I focus on the edge of broadcast and mobile, examining emerging technology and asking how this could enhance the effectiveness of digital storytelling. I have been excited about completing a media lab in Benin last year and doing similar start up consultancies in Kenya, Tanzania and Singapore. We continue to test all kinds of relevant technology and media business models in Africa. A lot of this data is available for others to use. Just ask me and we will see what is possible.

I'm working with small teams, either leading them or contributing to them. For news organisations I have also done specific consultancy on re-designing the work-flow and inspiring those teams to be more creative.

I have been fortunate to meet incredibly inspiring people on my recent travels to Accra, Athens, Berlin, Dar Es Salaam, Nairobi, Prague, Buenos Aires, Lome, Helsinki, Cotonou, Doha, Stockholm, Bergen, Copenhagen, Bucharest, Geneva, Bonn, Paris, Singapore, London and Barcelona. A selection of the photos of the expeditions are on my Flickr account (see the panel on the right).

But enough of me....

How can we collaborate?

There has never been a better time to be in content production, especially as traditional media is facing tough challenges ahead. Together with partners, we're examining ways media can empower people (especially women), prepare regions of Africa and Latin America for climate change, and new forms of energy and light generation. That means the development of sustainable business models. We understand why it is so important to abandon preconceived ideas.

Rates - What's it going cost?

Our company believes in talking money up front, not after the event when there is huge room for misunderstandings. We know our own capabilities to deliver to a deadline - so that's why we often charge per project - and usually link that to an agreed delivery date.

The rates depend on the type of work, repeat business opportunities and the level of specialization that is needed. So give us a call and let's discuss your needs in strictest confidence.