Don’t unplug the TV – old media will have the last laugh yet

In recent years, the big story in the advertising industry has been the soaring market share of digital disruptors such as Facebook. But the Mad Men of traditional media are fighting back, says Tim Dams.

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There's a general consensus among investors that disruptive and aggressive digital giants are eating the lunch of traditional media, and that it's all over bar the shouting for the old-school advertising agencies. There's a lot of truth to this perception. Online firms have devoured advertising money previously earmarked for television, print and radio. This has in turn put the business models of big advertising agencies themselves under severe pressure.

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Tim Dams is a journalist and editor with over 20 years experience covering the TV, film, advertising, digital and technology industries for publications including Broadcast, Televisual, Screen International, Variety, The Guardian and Media Week.