For the media, this is the best of times and the worst of times. Tina Brown put it best recently at a conference when she said that journalism is having a "very, very pathetic moment." As the outgoing DailyBeast and Newsweek editor, she ought to know. "The digital explosion has been so explosive," she said. "There isn't a single place where the digital thing is a profit thing. The disruption hasn't brought a business model."
But the devastation the digital explosion has wrought is also clearing the path for innovation and newer models.

According to ZenithOptimedia, industry forecasters, television's share of total advertising spending will drop for the first time in 30 years to digital media. The recently released report, predicts that overall spending on television ads will grow at a significantly slower rate than online advertising, which will result in an overall drop in standings. 

Imagine that major news breaks - the kind that changes everything in the areas your publication covers. Your editorial team wants to throw normal design out the window and create a unique treatment that conveys the news event's importance.
Most print publications have long since found ways to react to this situation. But what about your website? 

Web hits won't matter.
Because it is now entirely obvious that most Web hits are from bots no proper client will care about hits anymore. Just sales. Forget about doing a cool experiment on the Web to see how many hits it gets. The old saying of not knowing which half of an advertiser's budget was wasted now applies to all hits. Clients have a another stick with which to beat you with. They like beating you. The only numbers that will matter to them is sales. Wait, isn't that what it was always supposed to be? 

Modern advertising is an alphabet soup filled with abbreviations and jargon. It is not uncommon to go to an IAB event to see an SVP expound on RTB solutions while using a DMP that adheres to NAI guidelines. It is easy to become overwhelmed -- not just by the abbreviations but also the terms that derive from the latest technologies. As the industry continues to rapidly change so too does the jargon. No wonder so many people are confused. 

If you asked me what are the three main challenges of any newspaper company --today, my answer would be:
- first, to evolve from mono-media companies to multimedia information engines;
- second, to integrate all your editorial and business resources into an open multimedia newsroom;
- and third, to rethink and reinvent the editorial models of your print products in this new multimedia landscape.