“'Digital Influencers' Get Info from Magazines, TV First,” AdAge
December 15, 2008
A study, developed by
MS&L's influencer-marketing unit IM MS&L, reveals that some 84% of
digital influencers go online to find out more about something only after first
reading about it in magazines and newspapers or hearing about it on TV or the
radio. Renee Wilson, deputy managing director of MS&L New York and director
of the IM MS&L practice, said the study reveals that traditional media
sources are shaping opinions in the rapidly evolving digital-media landscape.
"Everybody wants to talk about how it's all about digital and we certainly
believe that it is the future," Wilson
said. "But traditional media still has the capability to spark
word-of-mouth."