I used to get cross-eyed looks when I told people, before we even had Mozilla, that I always wanted to try to find the right medium for the message, and not the other way around. Sometimes, a story is best told in linear writing, sometimes in stills, sometimes in video, audio -- and in today's environment, perhaps a mix, with links, graphics, etc. (And that doesn't even get into community, participation, social aspects, database mashups, and so on.) Last week Jeff Jarvis, riffing on a journalism education study he finds discouraging , wrote: "There is no such thing as a print journalist anymore. There are journalists who now can work in any medium for any media company."
Here here. And note that he said "any media company" not "any news organization."