WPP Group chief Sir Martin Sorrell has advised ad buyers everywhere to begin experimenting with new media or risk falling behind the curve, writes ClickZ.
Sorrell said newspapers, followed by TV and radio, are most vulnerable to ad dollars' shifting to new media. Indeed halfof WPP-owned GroupM's spending is on outdoor and new media as well as market research and public relations, reports Sorrell.

That leaves only half for traditional media spending. But growth is going to happen only if clients doing the spending can see measurable returns.

A good deal of the mobile growth will come, according to Sorrell, as technology improves and costs go down.