Speakers told a publisher's conference that the challenges facing the sector require unified research from industry heavyweights that goes far beyond their usual limited approach.

Mainstream media like newspapers, TV, and magazines are all under threat from new media like the Internet, said Mr Steve Garton, executive director of research firm Synovate.

Mr Garton, the opening speaker at the Society of Publishers in Asia's first Media Insiders Series in Singapore, charted the explosive growth of media like online video-sharing sites and web-capable mobile phones.

He further warned mainstrem companies that they have no choice but to go beyond their traditional spaces - whether print or the airwaves - and 'go digital, go mobile' to reach audiences.

While mainstream outlets around the world are losing both audiences and advertising dollars to the online upstarts, they retain significant advantages, said Mr Andrew Green, the global chief marketing officer of Britain-based research firm Ipso MediaCT.

Read the full story in Thursday's edition of The Straits Times.