It is never easy bringing about meaningful change at the best of times, but what happens when it's actually some of the worst of times?
That's what Erik Sass tries to analyse in a new piece on a U.S. recession's impact on media. (MediaPost provided the story.)
His conclusion: Online media will benefit from a draw-down of advertising from more expensive conventional media, partly for visibility of their return on investment. He paints a particularly challenging picture for newspapers and radio, noting that their online advertising gains won't be enough to offset conventional declines.
Now, I've also seen other analyses that suggest the digital gains will stall as advertisers stick with what's worked in the past. Regardless, complex times ahead in the U.S.