This document discusses the merging of media and the web and the future of media workers. It outlines how various media like newspapers, magazines, TV, and radio are adopting digital formats and moving online. New forms of media like podcasts and crowd funding sites are emerging that give users more control over what content they access. The layers separating content creators and consumers are disappearing. Ultimately, the winners will be those who can successfully empower audiences and provide them with authentic content.