Rumors Of Traditional Media's Demise May Have Been Overstated
A recent media-usage survey conducted by Ketchum and the University of Southern California's Annenberg Strategic Public Relations Center refutes the accepted wisdom that traditional media are
withering away into nothingness. The "Media Myths & Realities, 2006 Media Usage Survey" report compared the media-usage habits of 1,490 adult Americans and 500 communications industry
professionals and revealed that significant gaps exist between the two groups; however, it also demonstrated that consumers still rely heavily on their local newspapers and local TV news, while
increasingly using blogs and other emerging new media.