The journalism adage on investigations --- follow the money --- is also a necessity in media management in times of great change. In this digital age, where is the money going? Last week's State of the News Media report concluded there was a dangerous decoupling of news and advertising emerging in the transition to greater digital presences by the conventional media organizations.
Today it was possible to see three takes on the advertising outlook in the stressed U.S. market. Bloomberg is reporting a real stuck-in-the-mud feel to advertising in conventional media, according to TNS Media. USA Today has a piece following a PQ Media study that suggests new media advertising is going to surge. And Jack Myers is suggesting that big media that invest in digital are going to reap big benefits in a soft advertising market.