It’s becoming quite evident that the written word is becoming a dying art. The pen became the new quill, and now the keyboard has become the new pen.

Initially, print and online content worked in perfect synergy. As mobile handsets get smarter, the transition from one medium to another seems rather messy when clutching onto the straws of digital relevance.

The catalyst was Google’s decision to display only’ mobile-friendly’ search results, so publishers began to create long-term strategies that would keep them in ‘the game’ by allowing their content to show up neatly on both mobile and tablet screens.

The rapid decline in publications clearly shows that a digital presence attracts advertisers. Revenue is the primary heartbeat, and should the readership fall below a certain threshold, advertisers walk away.

It’s an uncomfortable truth. It wasn’t so long ago that Yahoo was the dominant force, essentially controlling the traffic on the World Wide Web and being hugely profitable. The paradigm shift, which used to happen gradually and over time, seems to be moving quickly and more regularly, reinforcing the term of what becomes ‘viral’.

Embedding a cute sneezing panda video is the only way to keep your readership engaged.