While once we informed ourselves solely through the morning paper, radio to and from work, and the evening news - today's media landscape is a new, fast-changing world.

Clearly, traditional print and broadcast media, and even static Web sites, don't have the impact they once did. Therefore, pitching and landing a story or buying an ad in major media doesn't help move product or enhance reputation like before.

Why? Because the eyeballs are elsewhere. We might periodically catch the evening news, but all walks of media consumer - from "soccer mom" to C-suite executive - inform themselves using diverse channels. They visit online news sites, connect on Facebook and Twitter, or seek out niche Web destinations through a growing number of increasingly mobile devices.

This is how they now stay informed, engage with others, rant, and actually participate in today's information landscape.