New research on media consumption from the Ketchum Public Relations firm indicates peer-to-peer authority is strengthening and top-down legacy media authority is weakening.
Legacy media consumption as an information source is dropping --- not precipitously, but gradually, with the lone exception last year in the U.S. being cable news (unsurprising, given the presidential race).
The survey of 1,000 also found a diminution of search and the rise of companies directly reaching audiences.
"Social syndication tools, journalist blogs and email remain powerful tools for publishers. But just as appointment television is becoming a relic of last century's mass media model, all forms of content will need to move into evolving usage paths," says MinOnline in reporting the study.