It is no big surprise that the internet is now the fastest growing media for advertising. Everyone saw this coming. On the other hand, traditional media such as TV, radio and print, are seeing a downtown in their use, and thus revenues.
As with every change in life, one needs to learn to adapt to be able to continue growing. Those traditional media companies who were reluctant to change, have been left grasping for air, while the companies that actually began integrating Digital Media early on are seeing many positive changes. After all, the existence of one media platform does not signify the eradication of another media platform. All platforms should always be kept in mind for those owners of said traditional media houses, also keeping in mind what the best way to approach any given consumer/client with whatever product or service one is promoting.
Looking into recent statistics, the one real risk that traditional media houses run now is to become extinct if they do not learn to adapt (even so slightly) to these changes, and to adapt quickly. Some aren’t adapting to them or haven’t yet because they didn’t see it coming, or they did see it coming but didn’t do anything about it, or they just simply don’t know where to start and what to do.
The rise of Social Media is the biggest shift in the Industrial revolution thus far but at the end of the day, it should be the consumer that drives the companies to make certain changes, especially when it comes to Social and Digital Media. As long as all media companies never lose sight of the consumer, what they want, and delivering that to them in an effective way, then they will always be ready to deal with any changes in media.