Drucker's Wisdom


Marketing and innovation produce results; all the rest are costs.

-Peter Drucker

Mixing Old and New Media

A while back I wrote this post about choosing an allocation strategy for online vs. offline media. My point was that it’s not such a good idea to write off anything that might be considered “old media” in favor of “new media” just because it’s fashionable at the moment. One of the main reasons for this is that large sections of the population are still relatively disengaged with the internet compared to the much smaller segment that can be considered fully engaged or “hyperconnected.” Steve Rubel has a great post on this that further illustrates the point.

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