According to a recent report from TargetCast, mainstream media is being challenged by the migration to digital alternatives, but it can't be beaten for consumer influence. 

The report is based upon a survey conducted last fall that was designed to gauge current and projected consumer attitudes and perceptions towards, and usage of, mass media. It found that men and women consume media differently, with men believing that printed news is becoming less relevant. Men appear to be more willing to adapt their usage habits in order to incorporate more digital and online platforms as replacements for traditional media. 

In addition, newspapers and magazines are considered less relevant and the easiest to eliminate of the traditional media groups. However, 40 percent of the respondents reported that they preferred the newspaper experience to online news sources. Newspapers also scored well in terms of purchase influence. However, while magazines also scored well in terms of purchase influence, 71 percent of the respondents claimed that they would not be willing to pay for an online subscription to replace the printed page. 

Television and the Internet are identified as the most important media among younger adults, with those aged 18-34 ranking the Internet as more important than TV. Of the traditional media channels covered, television was considered the most relevant. Radio suffers the most in the survey, as consumers gravitate towards digital replacements such as MP3 players, iPods, and other multiple-media devices. 

As the report concluded, keeping track of consumer sentiment to better understand the future of media is of paramount importance. Adapting marketing and communications practices to best reach particular consumers is predicated on a deep understanding of their habits and desires.