Media companies are transforming themselves as we speak and everybody would like to know what the key drivers will be in the coming year. Publishing 2.0 proposed some very interesting principles that they think will guide the ongoing adaptations of media companies to the digital world, such as networks as new distribution channels, search engine optimization and value-based advertising.

There’s one major issue they didn’t address, though: how digital media makes money and how traditional media outlets must adapt aging business models to this new reality. Sure, everyone has latched onto the notion of advertising-supported everything, but it is only a matter of time, I think, before the consumer backlash over advertising being plastered, overlaid, and popped into every square inch of our PC, mobile and PDA screens happens. It’s time for the media players – pureplay digital and traditional media - to rethink the traditional model.

Take a look at our article “Tomorrow’s News Today” (IDEAS Magazine) for 5 suggestions on strategies the newspaper industry might want to consider.