The discussions were led by a video interview with arguably the most powerful man in advertising– head of global WPP, marketing and advertising giant – Sir Martin Sorrell with Jeremy Maggs, discussing the relationship between media and marketing from an international perspective.

As one of South Africa’s media stalwarts, Gordon Muller – shared a very thought-provoking perspective on the media, with statements like “The Message is the Message” and “The Message is Content”. Directing his message to both marketers and media representatives, Muller went on to say, “Instead of starting with the medium, start with the consumer. Audiences are now consuming media holistically by reading, watching, listening, and engaging with various platforms. The content of a medium is always another medium.”

The six media pillars were discussed in depth in both the overviews and panel discussions chaired by media personalities, Chris Gibbons, Iman Rappetti and David O’Sullivan.

Professor of Journalism at Wits University, Prof Anton Harber’s sentiment was that a good newspaper is still a nation talking to itself and they are still the best gauge of what’s going on in society. The sustainability of newspapers lies in getting people to recognise value and be willing to pay for it – even if they are accessing it through various mechanisms.

The past few years has seen closure, consolidation and plunging circulation numbers, a huge part of the panel discussion centred around how – amidst the huge challenges – newspapers still remain relevant and agenda setting.

“The nature of news and what audiences want to consume is changing. Staying on top of, or even ahead of the game, needs constant out-the-box thinking and media over the past few years has proven to be a very dynamic environment which is steadily evolving,” says Richard Lendrum, Head of Times Media Events – the organisers of the event.

During his Out-of-Home overview, Craig Page-Lee of Posterscope SA shared an interesting perspective on how the mobile handset, especially smartphones, is fast becoming the hub of all connected activity and is now ‘the remote control of our lives’. He went as far as to dub the mobile phone as the ultimate out of home device.

For Nick Grubb, CEO of Kagiso Media radio still has an unshakeable bond with its ability to foster a connection between brands and people and despite the doomsday sayers, radio is still holding its own as a medium and engagement on the platform is growing exponentially.

“In this ‘digital age’ a plethora of media options just under the broad banner of digital have introduced somewhat of a conundrum in the media landscape, compelling a change in not only editorial but also, commercial strategy,” adds Lendrum.

Melissa Attree, director: Content Strategy at Ogilvy Cape Town’s four pronged approach to developing content is to create, curate, commission and collaborate.

“Today’s discussion was the perfect platform to grant an equal share of voice between the real decision makers behind our country’s budding media industry,” concludes Lendrum.

The outcome from all discussions is that the future of newspapers, magazines, radio, television, digial and out-of-home, is relying on good content that people want and need as there is nothing that replaces good reporting, good stories, accuracy, credibility and consistency.

For more information on The Future Group and upcoming events, click here.