A new study from MS & L suggests 84 per cent of those who are influential in digital media go online to find out more about topics after they've heard or read about it in traditional media.
The study examined green, beauty and health information and found that traditional media often propelled digital.
This finding is hardly surprising, but well worth reinforcing: The ground troops of newsgathering (not the eyewitnesses, but the reporters and analysts) remain in legacy media and the digital media are more fledgling and smaller. It stands to reason that so-called old drives so-called new.