In recent months, a few news items have stood out as noteworthy, as they are emblematic of the shifting media landscape:

• HBO to offer a stand-alone streaming service.
• CBS to offer a stand-alone streaming service.
• Resurgence in the popularity of podcasts, punctuated by the popular program Serial.
• Facebook continues to reshape how consumers get their news.

So what does it all mean?

• The cable “bundle” is under attack.
• The traditional over-the-air broadcast model faces threats as well.
• While audio programing, and even long-form storytelling, remains viable, traditional programmed broadcast radio remains under pressure.
• Mobile and social are king and the new “editors” are tech programmers. The physical print product is quickly becoming the ever-changing “feed.”

OK, but what does it mean for professional services companies?

• Traditional ecosystems and gatekeepers are no longer sacrosanct.
• Traditional content consumed by new technologies is still content consumed.
• Wield the tools of the Internet. The printing press and the radio tower are on your desktop and in your pocket.
• Get social and get mobile. Happily, the two go together.

Here are some potential, forward-thinking resolutions:

• Don’t get hung up on, “Did we make the print edition?” (or be disappointed when you didn’t.)
• Stop qualifying online media mentions.
  • “John Smith on The Wall Street Journal website” – NO
  • “John Smith on The Wall Street Journal” – YES
• Leverage social media. Focus on publishing content on well-trafficked outlets and use company-level accounts to amplify impact.

By being aware and forward-thinking about target audiences’ content consumption, one can evolve with the times and maximize exposure.