Is it the old media? Steve points to a recent study and makes this observation:
Three data points from the joint IAB/Booz Allen Hamilton study are particularly noteworthy:
- By 2010, 53% of media companies surveyed expect to do more business directly with marketers. The majority of marketers (52%) feel the same about publishers
- Only 27% of marketers expect to be doing more business with agencies two years from now
- Today nearly every media company (91%) offers some kind of “agency-like” services. This includes former untouchables like idea generation (88%) and creative development (79%)
Steve goes on to say:
The image of media companies as lumbering dinosaurs lingering toward extinction in a world of infinite content is downright wrong. They are more in sync with consumers than any other contingency in the marketing ecosystem. Their entire DNA is digital.
Really, I haven’t seen a scrap of evidence that this is the case. But I do agree that traditional agencies face a real challenge.