Digital at Core of Traditional Media in Future

Traditional agencies need to embrace digital, as audience and ad dollars move from traditional to online outlets, according to speakers at the recent New York Times CEO Summit at Advertising Week. In addition, “digital must be at the core”, so says CEO David Verklin from agency; Carat Americas. Click below to watch a clip of David, from the IAB MIXX conference.

Watch more video from the event on the ADVERTISING AGE site.

Here are some RELATED ARTICLES that discuss the seismic shift going on in local media; with content, audience and revenue:

From MEDIA POST: Local Media Slowly Learn To Harvest Digital Gold

Some newspapers are aggressively adapting by adding video to their text-centric Web sites as they fight to preserve and capitalize on the same local leverage. Newspapers generally have outperformed local television stations at generating online ad revenues, which are the fifth and fastest-growing of all ad platforms. Nearly $30 billion in overall online ad spending this year will surpass billboards, cable, radio and Yellow Pages.

Too often, local television and newspapers have been their own worst enemy–impeded by an attitude that digital technologies are a disruption rather than a new business opportunity. That doesn’t happen simply by extending television content and advertising to the Web. Innovative new forms of both are required to sustain their existing businesses and create new net growth.  READ MORE HERE 

 From The L.A. TIMES: Newspapers and Bloggers now on same page

This year, the Washington Post added a sponsored blog roll to its website, a directory of links to blogs that specialize in travel, technology, health and more. If the Post sells an ad on the blog roll’s main page, the bloggers split the money with the newspaper. So far, about 100 bloggers have signed up.