The new media landscape: measuring the truth behind the hype

Will Collin

The changes in the UK media landscape over the past 20 years have been enormous. In the space of a generation we have witnessed the arrival and rise to mainstream acceptance of multi-channel television, the worldwide web, mobile phones, social networking, personal video recorders, search advertising, Tesco Clubcard ... and so the list goes on.

These changes have been well documented and have spawned countless articles, books and conference speeches from industry commentators and beyond. The majority of these have focused on the impact of these new media on consumers' lives and what this will mean for brand communication. Will they herald the death of the 30-second spot, the growth of user-generated content, the arrival of citizen journalism or the replacement of mass communication with one-to-one targeting?