Careers are built on job roles – either in paid work or entrepreneurship. By performing their jobs satisfactorily through meeting the needs of employers or clients, workers shape their careers in no small ways. Evidently, career success in the present digital age lies in acquiring skills and knowledge, not for the present alone, but largely for the future. Somethree or four decades back, people had a regular pattern of media usage formeeting their information needs; they bought printed products; books,newspapers and magazines, etc, to get news and acquire new knowledge. Theseprint media, including television and radio were the major media available. Notanymore. Now, media users have a plethora of media to meet their informationneeds with the rise of digital media. The tide of change in media consumption has seen the emergence of new media (like the internet) as a dominant feature in the media landscape, and the table seems to have turned on old media like printed books, print newspapers and magazine. Print advertising is also suffering a decline as less budgets are allocated, with the lion share going to digital media. And this is not about blinded loyalty to particular media but a strategic response to the dynamics in the media sector today. Evidenceabound that consumers use the media that best perform the function ofsatisfying their needs and gratifications. This explains why many media usersare adopting digital media and using less and less of print media. Amedia analyst, Raheem Akingbolu, in a review of the Nigerian Media Advertising Guide for 2018/2019 came off with theconclusion that digital media technology may not have totally displaced theprint media but it has become an established supplement to traditional media inNigeria. He noted that individuals spend an average of 4.05 hours daily usingthe Internet via any device, and another 3.02 hours on social media via anydevice. Citingfrom the Nigerian Media Advertising Guide 2018/19, Akingbolu notes thatconsumer behavior has been significantly impacted by technology, leading tochange in how audiences are reached and the approach to the measurement ofmedia metrics. Of particular importance is the reported increase in the numberof active social media users with greater access to smartphones. According tothe report, active mobile social media users account for as much as 89.5%. The print media industry, faced with the challenge of survival in a digital environment, has taken the path of digitalisation. This has brought profound changes in the production, distribution, storage and consumption of print media products. Automation of print shops has taken deep roots, prompting widespread changes that affect technologies, markets, business models, and organisational processes. Inaddition, digitalization has blurred the boundaries between different media,thus leading to printing workers finding themselves in a multi-media workenvironment that is so much different from the press rooms that their forebearsworked in. Thewind of change is blowing hard, transforming the printing industry from onedependent on craft and old technologies to a new print media industry. Thistransformation has also changed the nature of occupations in the industry. Ina study on the impact of digitization and automation on job roles, the trio ofJacques Bughin, Susan Lund and Jaana Remes reported that digital technology adoption in industries lead to the “unbundling and rebundling” of tasks. Areportfrom the stable of the European Parliament shares the same stance that, “Digitalisationcould entail major processes of change and restructuring in all sectors andoccupations”. Theautomation of work processes results in the disappearance of old roles and theemergence of new ones. Inthe prepress segment of printing, for example, there has been a shift frommanual to electronic stripping. For clarity, stripping is an operationinvolving colour separation and image assembly of pages to be printed. In theearly stage, this operation required intricate skills that took years to learnand master. Today,however, this has been replaced by electronic stripping encompassing desktoppublishing systems and computer-to-plate workflows. The consequence is theunbundling of traditional printing industry roles like paste up artist,typographer, engraver, darkroom operator, scanner operator, trappingspecialist, dot etcher, film stripper, platemaker, etc. Therebundling of these roles has taken the shape of occupations like graphic designer,prepress technician, data management specialist, digital printing technician,variable data printing specialist, media planner, IT specialist, digital marketing specialist,user experience designer, etc.