Christopher Breen does a great job explaining the dwindling effectiveness of the Mainstream media. He mainly focuses on radio, but talks a bit about newspapers. His ideas are relevent to the recording industry, as well.
Youth have grown up with customizing their content. They value their tastes and don’t take kindly to the MSM’s notion that they should dictate what’s quality/relevent/trendy/newsworth.
There is a great deal that can be done within the new mediums, but sincerity will be key. So many of these folks want to “customize their content” to the kiddies. The youth market sees right through this condensending attitude, and it backfires.