Thinking Outside the Media Box

One of the more interesting developments in online news over the past year has been the rapid adoption of conversational media tools - e.g. blogs, RSS and podcasting - by the traditional mainstream media. While not everyone is on board yet (e.g. Newsday has no RSS feeds), I do feel that most of the big media does see the forest growing around them and are rapidly adapting. However, a story that has not been written yet is how the big media will use social media to transcend the boundaries of who they are. For example, I would love to see more newspapers producing podcasts much like the Ventura County Star Senior Vice President with Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.