Advertising Will Change Forever; Digital Spending Will Nearly Double in 5 Years, But Ad Budgets Won't (AdAge)

http://adage.com/digitalnext/article?article_id=138023
Compelling article about the future of advertising, and not all that surprising. But other than the fact that digital is easier to measure, is it a good thing or a bad thing? Or as Dorothy would say, "Is it a good witch or a bad witch?" And Glinda responds, "Why it isn't a witch at all!" I'd have to agree and say it's neither good nor bad, but a result of businesses everywhere slashing ad budgets and advertisers and marketers adapting accordingly. If your client says they can't afford print ads (or radio or OOH, etc., etc.) any longer, then you are forced to suggest something new, something cheaper, or something that can be more accurately measured. And, low and behold digital achieves that trifecta.