ARF Audience Measurement 4.0: Traditional media have the numbers to buck digital challenge

Senior figures from "traditional" media (including magazines, newspapers, radio, out-of-home and sponsorship) express their thoughts about the realities of operating in an increasingly digital world in this report from Geoffrey Precourt at the Advertising Research Foundation's Audience Measurement 4.0 conference in New York.

ARF Audience Measurement 4.0: Traditional Media Have the Numbers to Buck Digital Challenge

Geoffrey PrecourtWARC Online

Betsy Frank, chief research & insights officer, Time, Inc., read out the full program blurb introducing back-to-back media panels at the Advertising Research Foundation's (ARF) fourth-annual Audience Measurement 4.0 Conference:

"'Traditional' Media in a Digital Age: Open Road vs. Digital Gridlock? Radio, print and outdoor are the media most perceived to be 'under threat' in the 21st Century. Are these so-called 'traditional' media being left behind in the digital realm, despite their best efforts to adapt or are they already finding new...

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