In today's battle for media dollars, advertisers are now challenging digital media with issues of ad fraud and unreliable measurement. At the same time they are questioning the relevance of traditional media, especially print.
  Great media plans have always employed multiple media to maximise ad impact, and traditional media are critical components of a balanced advertising campaign.

  Analysts contend that people have always been angry at advertising but is advertising on its way out? Advertising is slowly dying the way reading the newspaper slowly died from 1995 to 2010. 

  Reading the newspaper was a ritual, a part of family culture and business culture. And then suddenly it wasn't. Nobody killed newspaper reading, they just replaced it with something better.

  The annual ritual of sitting down and calculating rate changes and new rate cards is approaching for many publishers.
  A question to the data people: As the data person for your operation, are you involved? A question to the publishers: Are your data people involved? 

  A question to everyone: Do you use the data you collect with every ad and contract signed to determine how to adjust the rates? Or, are you dusting off your trusty HP 12C calculator and adding a straight-line percent to the old rates?

  For linear TV, the problem is ratings have dropped 33% over the last four years, but ad prices have gone up 20% over the same time frame per ad-buying agency Magna. That is not a sustainable set of trends for TV ad revenue.

  In today's world, prospecting for new business, generating quality leads, and securing first meetings are becoming more challenging by the day.
In fact, HubSpot has gathered many deep insights into the challenges salespeople experience throughout their sales process.

  Businesses collect massive amounts of data, both about their consumers and about their marketing programs. This pileup of information has transitioned marketing analytics from a buzzword to an essential part of every marketer's arsenal of tools.
  2016 was a big year for marketing analytics, and they're only going to get bigger in 2017. 

  Marketers hoping to keep up with the competition need to get on board.

  I originally shared my philosophy on search engine optimization (SEO) a decade ago with The 3 C's of SEO. In my article, I identified three primary areas of focus for successful SEO: content, code and credibility. 

  While social media has influenced Google's algorithm, the 3 C's still apply today. In this article, I will outline the most common (and timeless) mistakes and misconceptions about SEO.

  First, the background: At its height in 2014, Patch employed 540 people for 900 local news sites in 23 states that doled out a diet of local police and fire, government, human interest and events news, but lost millions of dollars. 

  Today, under investment firm Hale Global (although AOL still has a sizable stake), it has scaled back to 130 staffers (along with about 30 freelancers) for 1,030 Patches. 

  But most important, Patch has figured out a profitable model. It got rid of unprofitable advertisers by requiring them to spend at least $4,000 and set up a self-serve platform for smaller advertisers and people who wanted to pay to promote local events and other announcements. 

  Modern marketers face the struggle of ever-fragmenting ways of getting in front of consumers. Television needs to accept that reality. Its advertisers need to use it in concert with other platforms, particularly social, and that will inevitably siphon off some of its advertising revenue. 

  But TV still has the power to play that orchestrating role if it's not too belligerent or myopic to pick up the baton.
  Television isn't going anywhere, but it is going everywhere.