He’s here, the modern consumer, that is. He’s always on the go, either online or on his cellphone. He’s everywhere but at home watching television and soaking up whatever advertising message he’s being fed.

In developed countries, his change in media consumption is leading to the demise of traditional media, especially print and television. The modern consumer has swapped these for the new media: video-on-demand, social websites (MySpace, YouTube and Facebook) and mobile.

To protect himself against unsolicited advertising messages and clutter, he’s also built walls around himself. One thing is certain: he’s in charge.

Despite acknowledging his evolution, advertisers and media owners continue to battle to find effective ways of breaking down these walls – a mission that is possible, says Gavin Rooke, CEO of Trigger, a Johannesburg-based full-service digital agency. His advice: it’s about creative advertising coupled with a strong emphasis on interactivity.

“Instead of waiting for your readers to come to you, you need to go to them,” delegates at the 60th World Newspaper Congress were told during a seminar on how print can

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