Brands Inc., visit http://beloved-brands.com/inc/ Feel free to add me on Linked In at http://www.linkedin.com/in/grahamroberts\\... or on Twitter at @GrayRobertson1 One thought on " Five Questions about Media in the Future " McLuhan has some solid "rules" that can apply to a few of these questions. The key rule is that when a new and dominant media comes along, the one or ones that it "replaces" become nostalgic, and tend to demand higher quality form and content to stay relevant. So for TV and the newspaper, they'll have to move towards a luxury play; a "want" instead of a "need." The low-rent of reality TV is a last gasp move before this happens. As soon as the Survivor copycats kicked in it was clear that TV's last days of status quo were nearing. But the TV as a giant screen in your livingspace, separate from the Internet is not going away anytime soon. It's just going to exchange its white t-shirt and jeans for a sports jacket and slacks. In Canada we saw this move already in the newspaper space with the introduction of The National Post and the redesign and re-form of The Globe and Mail. I think they'll have to step up even further as the years progress. Advertising will need to change dramatically for the 12-22 group. This is going to be a forgotten generation as OUR generation, the 45-65 are focused on stopping the economic and social bleed we created in the last four decades. But I'm