![]() And in the first half of this year, those companiesĭecreased their media spending an additional 3 percent, or $446 Media by about $767 million, according to Advertising Age and TNS Media Over the last five years cut their spending last year in traditional The 25 companies that spent the most on advertising It up, and the money flowing out of the traditional media is huge -Įven at a time when ad budgets in general are growing, advertising “If you step back and look at our mix across most of the major brands,” Mr. Traditional media and more on its Web site, in-store advertising and Told financial analysts that the company would spend less on Lafley, the chief executive of Procter & Gamble, Said that 2008 would be the last year for its longtime sponsorship of Permanent - and ever bigger - part of their advertising budgets.ĭecided to boycott the so-called upfronts, an annual event whenĪdvertisers get together with television executives to negotiate forĬommercial time. But now,Įven the most conventional marketers are making these alternatives a Many large marketers are taking huge chunks of money out of theirīudgets for traditional media and using the funds to develop new, moreĭirect interactions with consumers - not only on the Internet, but alsoīeen experimenting with these alternatives since the 1990s. In the business of keeping the media companies alive,” Mr. That’s down from 55 percent 10 years ago,Īccording to the trade publication Advertising Age. Year, Nike spent just 33 percent of its $678 million United StatesĪdvertising budget on ads with television networks and other Nike’s television commercials and glossy magazine ads. News for the traditional media companies that have long made money from “People are coming into it on average three times a week. Nike’s corporate vice president for global brand and category For Nike, this is advertising.Ī very different way to connect with consumers,” says Trevor Edwards, Running routes, meet up in the real world and encourage one another on There, he has made friends with other runners around the world who post Into his computer and posts details of his run on the Nike+ Web site. After each run near his home in Louisville, Ky., he docks the iPod Saenz, 53, has been running with a Nike+, a small sensor in his running shoes that tracks his progress on an Apple iPod he carries. Trevor Edwards, Nike’s corporate vice president for global brand and “We’re not in the business of keeping the media companies alive,” says
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