UK Media and 2020

I've been giving some thought to how 2020 is going to turn out, particularly when it comes to media campaigns. For a start, as of 2014, there doesn't seem to have been any new legislation governing online political party advertising the same way it is tightly regulated on TV and Print, even though the internet has a far greater reach than both of these forms of media. Which brings me on to the second topic: The terminal decline of newspapers. Print Media has really suffered in the age of the smartphone, especially when The Sun is now below 2 million sales p.a for the first time in decades. Meanwhile, there is a strong argument that a third of all major newspapers could cease print production by 2020. Given that online media campaigns backfired for Labour's 2015 campaign (To the point that I could legitimately argue "It was Facebook Wot Lost it?"), how would the main parties, and the media, adapt to this reality?