Scrambled Egg

The media egg has been scrambled . Sectors once clearly dominant have been parsed into demographic shards.

Hundreds of cable television channels now compete with the networks, formerly seen as monolithic captors of viewers time. Magazines that once were safe repositories for advertisers who look for prominent titles to display their messages have lost their privileged perches.

Newsweek once a proud emblem of news and analysis has been sold for less than it used to make on advertising revenues every month. BusinessWeek once the standard for business Journalism and the flagship of MacGraw-Hill's magazine fleet has been sold to Bloomberg using the same humiliating calculus.
Forbes the capitalist tool, the hottest magazine in the last quarter of the20th century has completely redesigned its business plan to conform to a new digital paradigm.

Internet advertising, once considered billboards along the roadbed of the information super highway has grown its market share in a predictably upward trajectory as more and more eyeballs are attracted to a mobile communications modality. Every media construct can be captured on a cell phone or iPad. Time is now the big competitor for readership. Entertainment is now, more than ever, a cohesive factor in message delivery and retention. Embedded messages have become fashionable as edutainment is seen as the most effective delivery scenario.

This phenomenon should be a positive trend that will reshape society, providing new creative opportunities for spreading the word about available goods and services people need to fully participate in a new digital age.

Now that's a trend worth tracking.