Is Old-Media Influence Really Declining?
Casting old media as yesterday's news risks missing its place in future campaigns.
By James Belcher - Senior Analyst
A recent survey by ICOM, an advertising agency network, found that marketers worldwide see newspapers waning in influence. ICOM asked its member agencies whether any traditional media choices were on the decline with no chance of recovery as a result of new ways of reaching audiences. Of the responding agencies around the world, 42% said that newspapers were in decline, more than twice as many that named any other media type.
Asked which media types were growing most quickly, respondents put blogs, Internet ads and search engine marketing all in the top 10.
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