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As more television and radio consumers fall off the mass media grid, opting instead to receive content from a variety of online sources, including podcasts, they also become a more reachable audience and more accepting of advertising.  It seems a bit counter-intuitive, but a recent report from Edison Research tells exactly that story.

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Today is the day the gold medal hockey game (USA vs. Canada) is being played. There’s also a NASCAR race on about that same time, and many college and basketball games being played across the country.

Actually attending these events is still considered the pinnacle experience for the sports fan. Beyond that, HDTV has made sports bars (and Best Buy) a lot of money.

But for many, the combination of their own HDTV and Twitter is their new favorite way to watch the “big game.” Now—sitting alone in your favorite chair—you can discuss the game with dozens of sports fans, just like you were at the game or sharing a beer at your favorite sports bar.

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Alumni foundations used to have it good. Sure, it wasn’t always easy keeping track of alumni through their various moves and careers, but for a long time foundations were able to control their “brand” and messages through the traditional vehicles: newsletters, school magazines, email newsletters, and direct mail. The only source of information (and the only way to contact their former classmates) was through the school itself.

Then along came Facebook.

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Unlike the music industry that ceded much of its control to giants like Apple and its iTunes store, the magazine industry seems determined to control its own destiny (see TechCrunch story here). A group of major magazine publishers is attempting to reformat their products for an electronic reader world, and to create their own app store for magazines. Think of each magazine title as an app. An electronic reader platform would help redefine wonderful new possibilities for what it means to be a magazine (see The Magazine Reborn).

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Magazines aren’t going to go away, but you might have to find another use for your magazine racks. The transition away from analog content delivery platforms has been traumatic for the print industry, but there could be a light at the end of the tunnel if this video is any indication.