The death of Print

Could this ever happen? I mean would people ever stop reading printed publications? This is being discussed in publishing board rooms across the world. Newspapers are trying to reinvent themselves. They have realised that the end is near. Every day, more and more people turn to online channels for their daily news and gossip fix. Citizen journalism is gaining momentum. And why not? Can we really trust today's mainstream media? Are they truly independent as they are supposed to be? I think not. Today's consumers are in search of the authentic. And the media we know are anything but. Authenticity is the new buzz word. Brands need to reinvent an authentic alter ego. Corporations and politicians too. Celebrities and high profile athletes also. Authentic is about openness, being genuine, fresh, honest. Mainstream media are neither genuine, nor fresh and certainly honesty is not their strength. It's not just about the power of the Internet. It's mostly about intelligence. Today's consumers are discerning, knowledgable, sophisticated and have their own convictions and opinions. The question is, how today's mainstream media could apply authenticity.