Recognize that your consumers of today are very different from those in the 70s. They are more educated, extremely well-informed, and shrewd to say the least. They know their options and can afford to choose the best products suited to their needs.

One can say that the marketers of today are a very privileged lot with so many more marketing channels to sell their wares. However, the onslaught of overwhelming number of new channels probably served to confuse rather than to help the marketers of today.

We are at the point of Channel Explosion! Every other day, you will read in the news of some innovative internet strategies taking off like wild fire. And the inventors are young web or IT enthusiasts.

We are entering into the next media evolution, with an explosive number of new consumer touch points and media avenues. Channels range from traditional mediums like TV commercials, radio, press advertisements, trade and magazine advertisements and varying forms of direct marketing collaterals. New age mediums include a wide spectrum such as the internet, instant messaging, instant chat, skype technology, just to name a few.

The Old mediums are Dead! Or, Are They?Traditional channel mediums will never die. They form your foundation and allow you to understand the basic functions of each medium, be it TV or radio advertisements, press ads or any other forms.

And some Old habits die hard. If it is your habit to read the morning papers in the subway on your way to work, you are more likely to continue doing that than peering through a tiny screen to read its online version. Also, of course, your morning papers are cheaper with many other usages to boot!

Ever heard of Satellite TV or for that matter, Internet TV? The google box or rather, the Television as a mass medium has been slowly and quietly evolving, in the advent of technology, with online broadband television. Operators commonly use a subscription-based video-on-demand (VOD) business model, a service which provides viewer immediate access to their favorite shows via digital streaming or downloading.

The Radio, a technology-centric medium has also evolved over time. From its analogue days, it has proudly evolved into its current digital form, leveraging on the massive opportunities in mobile over satellite, and tapping on the free and extensive coverage of the internet.

To be fair, the so-called Old mediums are evolving, as they enhance their mass coverage leveraging upon fast growing technology. So ? Hold that the death knell just yet!!