2016 planning season is upon us, and with the vast majority of media planning content these days devoted to digital media, including mobile and social, you might get the impression that traditional media is no longer useful.

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As marketing and media planning has evolved in the past decade toward building relationships, creating content, social media marketing, etc. there has been constant talk about the end of the :30 TV spot. However, while I have strongly embraced new media concepts, I disagree that the :30 is dead.

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