The evolution of media induced by the ongoing technological development necessitates a new approach and novel research tools. It forces researches to seek new paradigms and methodology to analyse and describe the changing reality. The Technopoly – to refer to the famous book by N. Postman (1993) – has ravaged the traditional media market. Influenced by contemporary technology, the consumption patterns are shifting. The internet has grown out of being just another means of communication to become a space where the traditional media are struggling to mark their presence. It has also become a catalyst of changes in the traditional media consumption patterns and led to remodelling their strive for consumer awareness. It is the development of new technology that made the traditional media face the challenge of redefining their role in the contemporary world, the way to get through to the customer or even compel a radical change in their offer and language. The transition is further fostered by the economic crisis, drop in sales of press and reduction of advertising spending, which hit the press in a particularly painful way. Owners of all sorts of media adopt a range of varied strategies to cope with the expansion of the internet: from simple accommodation methods to waging a war with the new medium. Some are trying to merge the new with the old in a possibly most natural way. The fact is, however, that the internet is dragging the readers away from the print media. Research shows that press websites audience is rising while the sales of paper editions is dropping. The key issue here seems to be the knowledge of reader behaviour and new consumption patterns of both the internet and paper media. It is hence worthwhile to come back to the sources and look again – this time through a technological filter – at the media consumer: a reader, or part of TV or radio audience.