The problem for old media is that the amount advertisers are spending has steadily declined as they try out new avenues such as Google, Internet advertising, social media, online PR and others. Although media executives were denying it for years the rash of newspaper closures in the States and the parlous situation of our own Australian media empires is only the tip of the ice berg.

Traditional media has been so busy fighting change that as a consequence it has failed to look for ways to adopt, adapt and integrate new media into its world. To glimpse how they could have done so just visit the ABC to see how they have integrated the Internet, social media and their TV and radio arms into one cohesive and seamless platform.

This is the short version of the story used for the introduction on the home page. To see the full story please click this link: Traditional Advertising Is Failing - What Next?