Malarkey! Balderdash!! The author claims that traditional ads work because they 'extend the content' of magazines, and digital ads don't work because they don'

Malarkey! Balderdash!! The author claims that traditional ads work because they 'extend the content' of magazines, and digital ads don't work because they don't extend the content. It's all in how you execute. There are myriad strategies for pairing online ads with content. Some work well, others don't. Some are cheap, others are expensive. No different from print. However -- depending on your goal -- this may not even be necessary. I work with direct response advertisers who place ads with massive ROI: cost per acquisitions with 4-5x margin. It's a little more difficult to measure if you're not selling things online, but there's plenty of evidence it works. Further, it's not an either/or proposition. A good campaign hits numerous channels. And print, as a channel, is on life support. Tons of important decision makers rarely, if ever, pick up a dead tree.