The American Advertising Federation's Media Investment Survey 2007 revealed an increased commitment to innovation and a dedication to balancing traditional media with new media platforms. (The survey polled approximately 1,000 marketing professionals.) The numbers of particular interest to communicators (either for media relations efforts, or for selling their client/C-suite on the value of a particular vehicle), include:
- 73% of respondents said that up to 20% of their budget is reserved for experimentation and new media properties;
- 58% of respondents think that the search for new media properties to grow their brand is ongoing; and,
- 87% of respondents believe that the pace and scope of innovation in the media landscape inspires creativity.