Remember the award-winning TV series “Mad Men”? The golden romantic days of big media, big budgets, and big advertisers? That world has changed, drastically.

Big media is declining, as seen from the rapid change around the world. Newspapers are cutting employees, budgets and resources. There is consolidation in the media scene. While there are various means for big media to monetize their services, the media scene is no longer the same as decades ago, where there is many more choices available to both advertisers and consumers.

What then?

It is the new world of small.

Many journalists lost their jobs. I was one. What happened next was that the writing spirit could not die, but needed a new channel, and a blog was born.

There are now countless great journalists who are authors and publishers in their own right, with “mini-media”. They do not have big budgets. They have no lawyers. They have no big machinery or cosy offices or gyms. All they have are their true selves, perhaps in their slacks and slippers slaving hard at their computers at home.

And yet, that is of VALUE to people. These journalists will try their personal best to write authentically. They will not “lawyer” you. They will not need to ask you for money just to read their pieces. And if you like, you can work out custom pieces to your liking for a fee, in a manner that puts food on their table with honest labor, and a piece that is editorially sound and also helps your commercial cause.

In the farther future, when the small becomes the norm, the next possible thing is authentication.

Video may have become the primary tool of journalism rather than writing. And every journalist would be having some kind of mounted or even embedded video cameras. These footage can be streamed on demand or live.

But in the future (even now) where retouching or editing is possible, how do we tell what is true or false? Therefore, there would be a future service/product where media can be authenticated to be unadulterated, whether by cuts, additions, modification, or “videoshopping”. Only the unadulterated video will be taken as real and factual. This is akin to security cameras and footage, which can serve as forensic evidence. Conversely, slick video productions are never admissible as legal evidence, and are only advertisements at best.

There is nothing wrong with going small. Small can be beautiful. Small is agile, lean and flexible. And the future may belong to content that can be authenticated. Is big dead? Not quite either. The world is certainly big enough for both the big and the small. Each will need to find its niche in the new world.