Marshall McLuhan was a brilliant Canadian scholar who analyzed the uses and impact of media on society in the '50's and '60's. It is imprudent for any communicator to allow McLuhan's conclusion to stand. The medium is the messenger, not the message. It is the transport, not the transported.
Communication is more expensive and harder to deliver - than ever.
Communicators must be ever more diligent to control their message and its presentation, to be sure it achieving its goals. Society has adapted to the onslaught of new media as individuals have developed stronger filters. People simply can't deal with as many inputs as there are, and they have dealt with that problem by creating more effective internal blocks and barriers. In this contest for attention and memory, you can't afford to create different messages molded to the characteristics of specific media. That's too many messages, it's too diverse and scattered.