Will there come a day when online and mobile media overtake traditional media as the best way to reach audiences? Writer Jennifer Pullinger put the question to Janet Balis, executive vice president of media sales and marketing for Martha Stewart Living Omnimedia and a speaker at the Mediabistro Circus May 20.

“I don’t think the old types of distinctions will matter any more. We won’t think in terms of digital vs. traditional media. I even think that online will become a superfluous designation since most media will be connected to the Internet and/or delivered in digital formats. The definitions for media will shift someday to focus on consumer experiences as defined by new dimensions: passive vs. interactive, individual vs. social, linear vs. non-linear, video vs. photo vs. text vs. commerce, size of the screen, portability of the screen, and that sort of thing.

The channel or device delivering content is less and less important everyday. Ultimately, the quality of the consumer experience and the consumer’s ability to find those experiences are what drive the audience — not the form factors we choose to deliver those experiences. The consumer marketplace is increasingly experience-centric and platform agnostic.”

Janet Balis reveals “The Power of a Cross-Platform Strategy” in her upcoming presentation at Mediabistro Circus on May 20 in New York.

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