It was only a matter of time before traditional journalism was completely uprooted. This movement will of cours leverage web based technologies whilst fostering a creative community, whereby individuals can gain massive exposure and earn a reasonable income for their input. Striking the balance will of course be a significant challenge but with the emergence of tablets, smart phones etc – expect people to be consuming more and more digital content that has a highly niche audience. Services that can leverage prosumers to create high quality content and distribute it to a niche interest group will have an exciting business model on their hands.