Mass customization of media: Traditional vehicles of knowledge reinvente themselves to serve the customer and co-exist with the new medias

Abstract

The technological advances force the media and the vehicles of knowledge to continually mold themselves as survival alternatives. This article deals with changes in communication toward individualized news. It not only presents theories and models for the media life-cycle, but also provides examples of vehicles that are reinventing themselves and exploring new audience niches in the Information and Knowledge Age, when the overwhelming information, seen before as valuable, imposes strategies for the delivery of personalized content. It’s concluded that the only guaranteed continuation of the vehicles of knowledge’s life is the constant change in order to both satisfy and keep customers and earn profits.