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From the post "... if in the age of new media, businesses still need trade media to initiate the conversation around their products." Initiate being an important verb in there. We want media - I have written extensively in the defense of editors being important (build a whole series around it) - do we *need* trade media? I know it's just words, words do matter.

Thank you for the thought-provoking comments!

Sorry, Valeria. I must have missed the part where you answered "yes" to your headline question, or swept aside the "wonder" in your lead 'graf. Glad to hear you're an advocate of multi-channel integration, however; I guess I can put the life ring back on the hook.

@Mads - I'll try not to screw things up - I am the internal marketing and PR person ;-)

@Francis - hmmm, I am confused. Did I in any part of the post state we should eliminate trade media? It is clear you are passionate about being cautious. Of the many marketers with the shiny object syndrome I can assure you my feet are planted solidly on the ground.

I work inside a large technology infrastructure company - I am the marketer on the inside (although I've been around only for 20 years) and have been using traditional media in 5 industries (most of them conservative) with mixed and sometimes poor results. I am speaking from experience here. I am talking about integrating and I do not usually drink koolaid inside or outside my job. I do not think for a moment that any one set of tools replaces any other. Complementing is a good way of looking at it. My observation is that there is an over reliance on third parties and not enough emphasis on producing solid and usable back up internally.

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