Marketers Hooked on Old Media

Six in 10 marketing executives put at least one-half of their media spending into traditional channels, according to a Gundersen Partners survey. About 45% of respondents allocated less than 10% of their budgets to new media.

Respondents said they were going to change their emphasis on traditional media. More than one-half of respondents planned to put 10% to 30% of their media spending into new media, and 28% planned to spend over 30%.

About 80% of respondents planned to hit their new media spending goals in two years, and more than one-third planned to achieve their ideal new media spending level within 12 months.

Asked what was holding them back, 40% cited insufficient knowledge, and one-third said they did not have enough time to evaluate new media channels.

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