• Advertising Age, Tuesday, December 16, 2008 11:45 AM

They may hold sway over the digital community, but traditional media still holds sway over them. So MS&L says of the "digital influencers," those much-hyped trend setters supposedly leading the way online: They get their information first from traditional media.

In a survey being released today, MS&L claims that 84% of digital influencers go online to learn more about a subject only after first learning about it from TV, radio and print. The survey explored how influencers operate within three specific categories: the environment, beauty and health.

Renee Wilson, deputy managing director of MS&L New York, said the findings show that marketers shouldn't be too hasty about moving their ad dollars online. "Campaigns (have) to leverage both traditional and online tools to connect with consumers," she said.

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