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Article: As media goes digital, agencies need to get with the programme.
- Article from:
- New Media Age
- Article date:
- April 9, 2009
- Author:
CopyrightCOPYRIGHT 2009 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Paul Frampton MD MPG and Media Contacts
In case you hadn't noticed, the world has changed, but not all agencies have changed with it. It's now a bit of a cliche, but digital has changed everything: the role of media, our understanding of ROI and access to consumer feedback. Yet most agencies remain structured for yesterday's market.
Every media channel from TV through to radio has already evolved. TV doesn't encapsulate video, 'audio' is a more relevant moniker than 'radio' given the emergence of Last.fm and Spotify. And while printed news is less relevant, publishers are generating and distributing more news content than ever before through ...