Some media stories of note for Tuesday, February 26, 2013:

Is there some science behind successful Tweeting? Seems so. Poynter's Jeff Sonderman writes about a Georgia Institute of Technology study that suggests negative Tweets are largely a turn-off in securing a larger audience. Given that Twitter is a weak-tie platform, the more negative Tweets tend to make unfamiliar people uncomfortable. Another conclusion: Feed those followers information, not your eating habits.

There are three different takes arguing the necessity of media change.

Kylie Davis, the national real estate editor for News Corp. in Australia, challenges print media to embrace content marketing or face its wrath -- the departure of advertisers who will become direct competitors. She writes for the International Newsmedia Marketing Association (INMA) blog that it can deliver a targeted audience, take time away from traditional media, and might even be better in some cases as storytellers. "Choosing to ignore it or claim it is not relevant will end only in shouts and tears."

Mark Challinor, the director of mobile for the Telegraph Group in London, says print will remain the cornerstone of his business. Challinor, writing for the INMA blog, suggests print will be integrated with mobile as a vehicle to cut through the clutter and deliver audiences to advertisers with rich content.

David Lieberman, the executive editor of Deadline New York, writes about an analyst's view that big media companies are taking the rise of mobile streaming far too lightly.  Laura Martin of Needham & Co. says a new wave of streaming tech companies are sneaking up on the traditional networks and outlets with short-term premium videos designed to attract younger viewers of tablets and smartphones.

The former editor and publisher of the Chicago Tribune, Jack Fuller, has thrown a new challenge to journalists in the 21st century: Understand the mind of the audience in a scientific sense.

Since he's left the craft to write books, Fuller has spent some time studying neuroscience and the ways in which the brain is stimulated --- by information, among other things. His essay for Nieman Reports, a small detour from his latest book on news, implores journalists to learn more about brain function.

After all, he notes, the audience is now going to control the news business. Even though many journalists shy away from feeding the more impulsive elements of the audience, the truth is hard to ignore: People want certain things.

"So the choice is not between giving people what they want or what they need. The challenge is to induce people to want what they need," Fuller writes.

Journalism needs not only to adhere to its standards but develop a new rhetoric, he proposes.

"Serious journalists must understand to the very essence the minds that make up this audience in order to know how to persuade people to assimilate the significant and demand the accurate. Anything less is the neglect of our most important social responsibility," he concludes.