Sir Martin Sorrell, CEO of UK advertising giant WPP Group PLC, believes that the internet will fail to totally wash out the importance of traditional advertising media like newspapers, televisions and outdoors. In an article he wrote for the Times, he said that irrespective of constant competition between the old and new medium, the emergence of new medium like internet will not be able to displace other platforms.
He cited example of 1955 when television as a medium first came into existence and fretted the ad fraternity like hell. People who had little or no knowledge about television were assigned new projects resulting in queer ad spots containing unnecessary jingles, animation, singing, and dancing.
Sorrel writes, ‘the new media will cease to be thought of as new media’ and will ‘simply be additional channels of communication’.
