• by Wayne Friedman , Staff Writer, July 25, 2012

The growth of so-called free media to marketers could traditional hurt agencies, says Dan Salmon, equity research analyst of advertising and marketing services, BMO Capital Markets.

For years, Salmon says, executives who ran the TV-media departments at media agencies "ruled the roost".

But there is some change. Smaller agencies are working hard to integrated earned with paid media. Some like Goodby Silverstein are doing this to good success, Salmon says.