The anti-Big Food narrative also conforms to the media mindset that every story must have a villain, the bigger and more pernicious the better.

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Far from media forming the mindset of the readers and viewers the various outlets chase the pre-formed opinions of the various possible audiences.

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And though the profession of journalism has suffered in recent years, Handley told me during a recent interview at the New Media Expo that a dose of the journalistic mindset is exactly what marketers must embrace today to succeed.

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For us, being based out of India and as one of the first digital media companies out of Asia, we can't carry that mindset.

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This timing-based mindset should be adopted when building your communications plans and portioning out your media budgets.

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