Over a past decade, the face of journalism and opinion of news has changed a lot. Earlier, newspaper was the only source of legible information for the audience whereas today the uprising of social media and likewise has enabled everyone with a device connected to the internet, to circulate information. This boost in citizen journalism, easy access to news and enabling of the normal man to become a beacon for news, the world is moving towards digitization.

With the facility and existence of micro-blogging sites like Twitter, other social media platforms like FaceBook, Tumblr, Snapchat; online news websites like Yahoo News, Google News, CNN Online and several others, most of the information strikes the world even before the traditional media. Everyone is just a click away from availing a new update. Also, with the smart features available in the digital medium, one is also provided with personalised information suited according to consumption preference. Now, the readers have the right to choose what they want to read.

Similarly, the digital media is not only restricted to that, it also provides a platform to every citizen likewise connected to the internet, to voice their opinion. Newspapers are no longer the gatekeepers of information. At times even the traditional media rely on the information available on digital mediums for their story. With the widespread of digitization there is also an adverse effect associated to this platform, any news that comes up and without verifying its source or authenticity, people might start spreading it like wildfire. The viral sensation of such platforms can also be used under a negative light; such occurrence should be avoided at all times.

Digital media is not only impacting traditional media but it is also becoming a major threat for them, or so it seems. Even companies are relying on this platform for advertising their businesses as well. Digital marketing, social media marketing and usage of online advertising have increased in double fold in the past decade for the same reason. It is easier to track leads and measure return on investment for these businesses advertising on these platforms. The high speed information dissemination happening through the digital mediums is changing the work ethics in mainstream media. So much so, that even journalists appointed in mainstream are demanded to make their presence felt strongly on social media. They, now not only have to take care of the information flowing in traditional media but also have to mark their presence on influential digital platforms. Therefore journalists are not restricted to writing only, the demand of information in different forms are demanding them to excel in videos and pictures as well.

One of the many reasons why digital media has such a large impact on audience is because it encourages a two-way communication. Blogs and online news platforms are fast filling the gap between writers and readers. Readers can share their perspective immediately on the news and articles shared on blogs and websites through their comments section. The comments shared, thereafter can also be spread on that specific piece of information, on digital media platforms.
People favour the idea of tweet-ing their piece of information or videos on the micro blogging site. For example, the news of an earthquake reaches us much before any newspaper can,  YouTube launched ’YouTube Direct’ to boost the citizen journalism scene, newspapers are hiring bloggers to fill the gap with the audience on digital media , among others..

In the traditional, much mainstream mediums, the voice of an individual was generally lost within the group but on the digital media everyone in the audience can share their vision and give a structure to their opinion.

What we are witnessing now, taking cue from the mass firing of the press in many top media houses, also give us a headway to the fact that traditional media was seemingly more pro-profit and pro-business and journalists had to ensure that the advertising revenues kept flowing in, despite of the news value of the editorials. Hence in order to do that, news was more moulded to suit the capitalist state.  The falls in the readership on the hard copies and the hype in the website traffic on the other hand is forcing them to change their media marketing strategies. Search engine optimization is such an effective tool now a day’s that through effective exercises, media websites compete with each other to reach audiences, basis increased traffic. Since audience are more inclined towards the information they get from online news portals and social media platforms, they also tend to search information instantly if they wish to verify sources. The reach of digital media is so astonishing, there would be no harm in saying, it might outrun all other forms of medium as the main source of information in the coming years.