Commentary: 'descending triangle' of traditional media is turning upside-down

Mediaweek: Jeff Dickey & Jack Sullivan or SeeSaw Networks say advertisers must roll with the changes or get rolled over. In this commentary, they say the "descending triangle" of conventional media is being replaced by an "ascending triangle," comprised of Internet, digital signage and mobile content.

"The Internet is now blending with the ‘Outernet' to form this rapidly integrating media cluster, which is displacing the descending media triangle of television, print, and commercial radio. … The ascending triangle, digital devices and evolving demographics are driving this change in how media is consumed and the corresponding volume of that consumption. The aggregate consumption of media is rising by generation, as access is no longer tied to the constraints of a physical location."

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