The always provocative Brian Solis opines on how brands need to become media on the Mashable blog at:
http://mashable.com/2010/02/11/social-objects/

Here's the post:

Why Brands are Becoming Media

Brian Solis is a principal at new media agency FutureWorks, and author of the upcoming book, Engage. You can connect with him on Twitter or Facebook.

An old but still helpful checklist for corporate media strategy from the estimable Jeremiah Owyang on
is at:
http://www.web-strategist.com/blog/2007/11/01/so-youre-a-media-company-n...

Here's the post:

So You’re a “Media” Company Now: A Checklist for the Corporate Media Strategy
on November 1st, 2007

You’re a media company now, what, you didn’t get that memo?

Even if you manufacture pencils, rent cars, sell art, or have a sell flowers online.

Every company is a media company

Forrester's Josh Bernoff has a post in Ad Age about the future growth of digital advertising at:
http://adage.com/digitalnext/post?article_id=138023

Here's the article:

Advertising Will Change Forever
Digital Spending Will Nearly Double in 5 Years, But Ad Budgets Won't
Posted by Josh Bernoff on 07.20.09 @ 02:30 PM

Clickable's Max Kalehoff has some provocative thoughts about the future of media buying in his AttentionMax blog (its also his latest MediaPost column) at: http://www.attentionmax.com/blog/2009/03/the_endgame_of_media_buying_and...

Here's the post:

The Endgame Of Media Buying And Selling

March 27th, 2009

What happens to the business of digital media when emphasis shifts from targeting content to targeting audiences via scientific aggregation and optimization? The short answer is: it’s complicated.