It is time for a change in the basic communication and relationship between senders and receivers of media messages, but it is also a time that offers unlimited opportunities. The chance of establishing loyal and strong relationships between manufacturers and consumers has never been better. These are democratic media times; everybody, be that companies, institutions, products, political parties and, maybe most importantly, you and me, can become media-producers.
The way people consume media is changing rapidly at the moment. Media habits are being challenged, and this puts the media and media-buyers, advertisers and other communicators, in a situation where they need to reinvent the relationship between sender and receiver. In this article we look closer at four important media trends and their impact on the media relationships of tomorrow, where the dialogue has replaced the monologue.