Don't get me wrong. I don't want media to go away. I don't think it will but the ground has shifted dramatically and people who currently work in media have to understand what has changed and adapt. They have to re-learn much of what they know and they have to learn to compete in a world where many of their "competitors" are operating with little or no budget and few resources. Many of these "competitors" in fact don't even see you as a competitor, they don't analyze in that way. They do what they do because they enjoy it. They cultivate and communicate with their audience and pay little or no attention to what traditional main stream media is doing.
One of the most frequent mistakes I see people in main stream media, including new media projects that are attached to MSM make is placing themselves on a pedestal. The new audience doesn't want to read your resume. They don't care about your education, experience or credentials - only the quality of your output and it's value to them. If you demand acknowledgment and respect from the audience based on what's written in your CV they will likely ignore you completely and, though they won't notice, you will go away.