In the short decade that our generation has been conscious consumers of media we have seen the rise of the internet to a media titan, the (near) end of newspapers, and the music industries leap from cassette tapes to iPods and satellite radio. The future of media is uncertain, but if it follows the trends is has been it can only become more accessible, faster, and more entertaining.
As we can see in micro blogging sites like Twitter, some consumers are recieving information faster than ever, in fact they are receiving it instantaneously. What this means in the world of media is that the content will have to become more timely, and more specific to the individual consumer. The emerging technologies today and the technologies of the near future could very easily be the end of shock and awe headlines.
The way that we receive our daily dose of media is probably the most changing of all. In today's world where environmental issues are becoming more and more prevalent, anything printed on paper is undoubtedly on its way out. Instant, online, news is taking over and doing a great job of it. Asian countries like China and South Korea are years ahead of Americans in regards to personal media devices and demonstrate how personal the way we receive our media can be.
As the content and distribution of media evolves, the advertising that keeps these media's alive has to change as well. If PR firms and marketing teams want to stay on top of their game they need to constantly be looking to the future and getting their foot into the door of communities like Secondlife and medias like Twitter.
In the end, it is somewhat bittersweet to see media platforms like newspapers and magazines diminish, but that's the trade off for newer and better options. The future of mass and micro media is full of unlimited possibilities and in general, it can only become more functional for the consumer.
-Travis Jackson, Colin Pate