New Media Lag Communication Impact Of TV, Radio, Magazines, Newspapers

NEW MEDIA LAG COMMUNICATION IMPACT OF TV, RADIO, MAGAZINES, NEWSPAPERS
[SOURCE: MediaDailyNews, AUTHOR: Joe Mandese]
New and emerging digital media platforms may be the rage on Madison Avenue and in the news media, but some highly regarded consumer research suggests they still have a long way to go before they replace traditional media as effective advertising alternatives with most consumers. The conclusion, which comes from the 2007 release of Compose, a collaboration of WPP Group's Kantar Media Research unit and Netherlands-based Pointlogic, is one of an array of new research studies being used by big media shops to evaluate the efficacy of using a wide range of communications platforms to reach consumers. Of the 33 channels - ranging from traditional outlets like TV, radio and print to new media and marketing channels like sampling, promotions and direct marketing - the study found that the vast majority of consumers still find mainstream media to have the greatest influence.
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