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A Traditional Media Allocation discussion no longer exists. Since 2005, trends have shifted to recognize the importance of digital media and ever-growing the part it plays into the overall vehicle mix.

A light at the end of the tunnel for “old media” continues to be digital. Radio’s non-spot revenue, of which online is a growing part, is driving the medium out of the negative column. Magazines, likewise, keep loving up to the Web—while it’s agreed they have yet to tap its real potential. And even as newspaper circ remains in free fall, Web sites from The New York Times ,Wall Street Journal and other dailies continue to surge.— Adweek September 2007