Traditional media need to be overhauled if they're going to remain relevant to today's consumers, writes MediaPost. It cites the findings of a study from the American Advertising Federation (discussed previously here in terms of which new media formats would be getting more budget dollars).

AAF surveyed its members to gauge their attitudes about what formats need renovation. The top media category identified as being in need of an overhaul was newspapers, cited by over 51 percent of respondents. After that was network television and then radio, with 34.5 percent and 33.8 percent, respectively.

Within the magazine category alone, 46 percent of the executives surveyed identified business magazines as most needing a change. Women's Service was next with 25 percent, and then Fashion and Beauty with almost 19 percent.

When it comes to actually making the changes deemed necessary, 73 percent of the members said they've set aside 20 percent of their budget for experimentation in new media; 12 percent say 21-40 percent will go toward innovation.