Some publishers see social networking as their primary path to growth. As a result, they are mixing journalism and web culture in clever ways that get their stories shared so they find you.
Others, meanwhile, believe the future is in immersive experiences that audiences seek out and, perhaps, even pay for.
Very few media brands are equally adroit. The reason, according to Darren Burden form Australia’s Fairfax Media, is that “news you read is different than news you say you read.”