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Study: Old Media Still Works

Adweek, Tuesday, August 14, 2007 11:15 AM

There is hope yet for the printed page. Nearly three-quarters of consumers across all generations say they enjoy magazines, even though they can read the same thing online, according to a study released last week by Deloitte & Touche's Technology, Media and Telecommunications practice.

Drawn from a Harrison Group survey of 2,200 consumers 13 to 75 years old, the top-line findings of the "State of the Media Democracy" offered hope for traditional media and yielded some fresh insights into new-media trends.

Television is still a core activity, even with the proliferation of online, text messaging, cell phone use and games. "Participatory TV," with some level of interactivity, will become more prevalent, especially as the millennial generation grows up.

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