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An editorial consultant based in Los Angeles, John Bethune helps both individuals and companies adapt successfully to the world of online and social media. In more than two decades as a trade journalist, he witnessed first-hand the transition from analog to digital technologies. As editorial director for business-to-business magazine publisher Canon Communications, he cofounded in 1996 the leading destination website for the health-care technology industry, Medical Device Link. In his later role as the company’s vice president for content and data, he oversaw development of its data products group. After leaving Canon in 2009, he established his blog, B2B Memes, where he writes about new-media trends and how they are changing business-to-business media.