Media’s Influence Wains as Brands Connect Directly with Customers

Nike is shifting more of its advertising dollars away from media channels, and into ways that connect more directly with consumers, such as online social networks. They have been having success by creating services that actually help their customers, instead of simply barraging them with taglines. An interesting quote from Trevor Edwards, Nike’s corporate vice president for global brand and category management:

“We’re not in the business of keeping the media companies alive… We’re in the business of connecting with consumers.”