Digital Migration has become the new order in the realms of publishing, though I have to admit given the recent past of the "so called" reccession private entities are still skeptical in investing in new media initiatives. The result is obviously shutting doors of publishing houses at the worst but at the least the battle in the boardrooms with editors and management at loggerheads. The accountant has become a serious contender in the boardroom (Thanks to the Global Reccession, obviously this not withstanding the fact that they created the mess in the first place, but thats a story for another day in other parts of the world commonly known as Wall Street).

The digital migration phase is by far a true testatement of the Chinese saying that goes something to the effect of "We live in interesting times". One can hardly pass school children these days without one or two of them busy with their gadgets and at the same time holding a conversation and if be cross the street aswell. These tools from the scholer perspective has definately outweighed the stripe blazer with tie and polish shoes as a defined moment of my time. Social networks are pushing volumes in terms of photos loading, messages, updates, tweets, and so forth that even any National Post Office will not play catch up. Amidst all this though convinience is created but often credibility is lost. The trick for traditional businesses will be to find the perfect balance between new media without losing values that are entrusted within their brands, integrity, trust, credibility, key core values for the old order.

Digital migration in it's trueform should however be embraced, as this exposes brands into new areas of opportunities, new innovations, new markets, and new dynamics of how the business engages with it's clients. Those that will accept the change and innovate will reap the benefits once corporate adopts new media fully as integral part of their business. A few media publisher houses are already setting up digital editions, but somehow lack the full understanding that this is an area where control is only effective at initial phase, but once the migration has taken its course it becomes a tool for the end user to use as how they see fit. From how once created content starts spreading in the digital realms were one has no control, to possible attacks on views that are expressed and so forth. The challenge for publishers in this space remains finding the perfect balance for monetisation of content origination as distribution gets handed over to the end user.