Paid Media: The Choice of Last Resort

In the old days, paid media – broadcast television, radio and print – was the way to get your strategic message out to a large audience. Most of your spend went to these mass media, and even though only a small percentage of the large consumer base responded, it was enough to fill your hotel or create long lines at the gates. The idea of investing in owned media was an afterthought, typically funded with the spare change left from the mass media buy. This model simply isn’t working anymore.