If this is true ...

... as AdAge reports, then what are we going to do when all the newspapers, TV networks and magazines go out of business, as the so-called “digital influencers” predict will happen?

Maybe everyone will just go outside?


'Digital Influencers' Get Info from Magazines, TV First
MS&L Survey Shows Traditional Media Still Matters
By Michael Bush Published: December 15, 2008
NEW YORK (AdAge.com) -- Those all-important "digital influencers" actually get their information from magazines, newspapers, TV and radio.

That's according to an MS&L survey whose results will be released tomorrow. The study, developed by MS&L's influencer-marketing unit IM, reveals that some 84% of digital influencers go online to find out more about something only after first reading about it in magazines and newspapers or hearing about it on TV or the radio.

Renee Wilson, deputy managing director of MS&L New York and director of the IM MS&L practice, said the study reveals that traditional media sources are shaping opinions in the rapidly evolving digital-media landscape.

What it means"Everybody wants to talk about how it's all about digital and we certainly believe that it is the future," Ms. Wilson said. "But traditional media still has the capability to spark word-of-mouth." And for marketers, it highlights the fact that influencer-marketing campaigns can't only be digital-based efforts. "[These] campaigns [have] to leverage both traditional and online tools to connect with consumers," she said.

Link to the full article: http://adage.com/article?article_id=133289