There’s something very funny afoot in the world of media.

First these blog things start cropping up on national newspaper websites, then major brands start getting all Facebooky and now a newspaper (of all things) has gone and been nominated for a mainstream radio award!

As Matt Wells of the Guardian writes today: "Just to be nominated in a mainstream national category – sport – is a
huge achievement for a media organisation that doesn’t hold a broadcast
licence. I think it’s the first time this has happened – correct me if
you know otherwise."

Every week it seems we are reminded that the old rules of media – who gets to do what and who has the institutional knowledge and authority to succeed in any given area of publishing or broadcast – no longer apply.

For me that means there’s great opportunity for anyone to create media that matters…..to a target audience.

That’s reassuring for us at Custom Communication as we gear up to produce more online contract publishing for companies wanting to reach niche audiences. For the Guardian it means what was once considered a newspaper is now succeeding with mainstream "audio" audiences.

As Wells posits: "’What are the chances of getting Sony to rename the ceremony as the Sony audio awards, I wonder?"

- Matthew