The technology revolution has left behind 20th century communication standards and unveiled new ways of targeting customers. This includes, for instance, social networks which gather thousands of people all around the world. These channels (Orkut, Facebook, Twitter, LinkedIn, among others) have become viral in Brazil and usually are primary sources of information and publicity. Moreover, they have made the world “flatter”.

Therefore, media professionals’ main challenge is to comprehend and follow this new paradigm, deeply understand each client context and become an ally in results and achievements by undertaking the change of analogical thinking to the digital level.

Media professionals are increasingly demanded in order to maximise their clients’ revenues. “It is not sufficient to have merely information. In the digital era, these spaces must have their own revenues and become sustainable over time. The ideal professional is able to bring together functions. He/She has to forecast business and smell opportunities”.

This context is also favourable to recently grads, since youngsters in the beginning of their career are particularly keen to new technologies. It is not enough anymore to know about audience software. It is essential to have drive and sensitivity, plus professional unrest to pursue new types of revenues.