Articles on TV and digital proved particularly popular among Warc's media owner audience in 2011, underlining a widespread desire to keep up with the fast pace of change impacting the sector.

Heading the most read list of articles among this group was a predictions piece by Dan Calladine, head of media futures at Carat Global. (For more details about the most popular material featured on Warc in 2011, click here.)

Interestingly, Calladine's first prediction, "Monetisation", argued that "Facebook will start to make lots and lots of money".

That has proved to be the case: figures leaked in December 2011 even suggest the company is sitting on a cash hoard of $3.5bn, and Facebook is, of course, planning an initial public offering in 2012.

Elsewhere, three of the top five articles focused on the changing role of television. In second place was a Warc Exclusive on the UK's TV product placement market, based on a report by industry body Thinkbox.

In third and fifth places were pieces on the psychology of television viewing and the implications for TV strategies.

Andrew Green's "Understanding television audiences" talked through the medium's potential impact, while David Brennan's "TV on the mind" applied thinking from neuroscience to viewing habits.

The final piece in the top five, at number four, was a conference report looking at the future of media, from demand-side platforms to branded entertainment and life beyond the click.

Data sourced from Warc