“(We) are entering a new era of media agnosticism,” Rubel writes. “Faced with infinite choices, powerful search tools and equally helpful friends, we’re adapting our habits and becoming less loyal to general sources than we once were… it’s clear that social networks, search engines and niche verticals (like blogs) are becoming our most essential conduits of information.”
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Our takeaway is the need for local media outlets to be social and establish those niche sites people are more likely to visit. Rubel’s point is that people are less interested in your brand than they are in the information they seek.