I recall a certain journalism professor from college days who took great pride quizzing students about the top stories du jour from the major daily newspapers.

While some students were sure to glance at the headlines before entering his classroom, others clearly didn't dive any deeper into the newspaper than the drink specials listed on the back of the sports page. And they paid for it.

He argued that our society was growing increasingly apathetic about news, and that my generation was in jeopardy of becoming so ignorant about world affairs, those of us interested in a career in journalism were doomed.

My, how times have changed.

With the advent of 24-hour television news networks, new on-demand delivery channels and Web-based media offerings, news junkies can and do get their fill around the clock.

Just look across the pond for proof. Jupiter Research released findings from a new study that indicates (brace yourself) European consumers now spend more time online than reading newspapers and magazines.

Not a huge "aha" in and of itself. But here's the kicker: the Web overtook the top spot without cannibalizing print and television consumption. In fact, TV viewing across Europe rose from 10 hours to 12 hours per week. And print consumption managed to stay the same at 3 hours per week.

What's this mean for companies trying to reach news-hungry European audiences?

Quite simply, we PR folk need to think bigger than just a single news delivery strategy and take our clients' (European or otherwise) stories to a myriad of channels that matter to our audiences.

As consumer appetites for news grow, so too must our ability to deliver messages appropriately in these new channels. We PR practitioners need to be more versatile, jumping back and forth between "old" and "new" media channels without blinking an eye.

It's clear that the desire to stay in-the-know is increasing -- a real opportunity for professional communicators now and in the future -- and something that would make my prof proud.