Sir Martin Sorrell shared a three-point prediction for the future of media with the audience at the FT Digital Media & Broadcasting conference this morning.

• Consumers need to pay for content. You cannot sustain an online media property on an advertising model alone
• Consolidation among media outlets will result as publishers continue to test different payment models to varying degrees of success
• Finally, society at large will need to decide what it wants the future of its media landscape to look like and what determine what alternative funding mechanisms are appropriate