I just read an article from MediaPost News/Marketing Daily that lifted my spirits and outlook on the future of traditional advertising.
Mass Media Crisis Is Marketers' Crisis, Too by Karlene Lukovitz
The piece reviews a new white paper published by The Boston Consulting Group, "The CMO's Dilemma: Can You Reach the Masses Without Mass Media?," co-authored by John Rose and Neal Zuckerman.
In summary, the article concludes that "by undermining the financial viability of traditional media, marketers are jeopardizing the only viable means currently available for reaching mass audiences."
What's the take-away? Traditional media ads, like radio, television, and print, still reach mass audiences in a way that social media and alternative forms cannot, and continues to be valued by Americans.
Mass Media Crisis Is Marketers' Crisis, Too by Karlene Lukovitz
The piece reviews a new white paper published by The Boston Consulting Group, "The CMO's Dilemma: Can You Reach the Masses Without Mass Media?," co-authored by John Rose and Neal Zuckerman.
In summary, the article concludes that "by undermining the financial viability of traditional media, marketers are jeopardizing the only viable means currently available for reaching mass audiences."
What's the take-away? Traditional media ads, like radio, television, and print, still reach mass audiences in a way that social media and alternative forms cannot, and continues to be valued by Americans.
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