Media Metrics

Day in and day out, we read about how mainstream media ("MSM," according to the digirati) is under constant threat from cellphones, the Web, the blogosphere and podcasts
as well as from other nascent technologies vying for mind share. Well, we don't have to take up a collection for Big Media just yet nor, for that matter, should PR pros buy
wholesale into the notion that mainstream media is rapidly going the way of the Edsel. (Last time we checked, the dinosaurs were around for a few thousand years before they
finally punched out.)