This is like what we do for a-g-e-s:

“Here are the five media trends I’m watching and will focus on in future articles on this site:

Sources and advertisers going direct
Context is King
Journalist as brand
Reporting as service
Media companies as technology companies”

Continues at: http://mediapunk.net/2010/05/5-media-trends-to-watch/.

We share the opinion that content is king instead of context is king. Context is in fact important, but only if you want to sell advertising.

It’s nothing new, however, that we see shifting media companies to tech companies. When you are doing new media you need technology to do it. So, in the future, it will be possible that you get in fact technology from those who started with media. Like, smartphones or tablet PCs or even gaming consoles.

The term journalist as a brand is typical American philosophy. The whole country is a corporation and corporations need brands. But it’s problematic in staying true and be effective in what you do: If you in fact are the brand, you are no longer an individual. You loose your credibility. So, we would say: The mediae you create could be a brand. Don’t sell yourself! This is stupid and very dangerous.

Anyway, interesting article, but no concept for Europe or other parts of the world.