The media along with every other industry in which the human race has dabbled, has evolved 'naturally' over time due to factors that relate heavily to technological advancement. With the birth of the internet, soothsayers far and wide were heralding the death of print. However, no such death came and the print media industry continues to exist. The economic crisis however has brought with it a real possibility of rapid evolution. Print media is far more expensive to produce and distribute than electronic media and chances are more companies will be looking to cut costs in their print divisions than online. In his article Media Metamorphosis, Mario Lubetkin looks at this dilemma that he believes a "reversal of current economic conditions can only partially remedy". Whether the world is currently in a recession or heading full steam toward one is up for debate but one thing's for sure; job security is at an all-time low. If you've managed to make it into the online media arena then you may sleep a little easier at night than your counterparts in the print sector.

Adieu! Sindy Peters, Content manager

Send all your Africa marketing news to africanews@bizcommunity.com.