Back in the day, in the advertising industry, there was no such debate over what constituted media. When you thought about what media was, the obvious media types included:
With the invention of digital technology, that simple paradigm was turned on its head. The line is being blurred between producers, distributors and consumers of content.
If a company “mediates” user access to information, it could constitute as a media company, but there should be some limits to this new definition. In this day and age, what qualifies as media today? If we want this question answered, it’ll be a good idea to step back and examine the history of media and its primary aspects.