There's a lot of talk these days about whether or not traditional advertising is "dead." Some argue that the Mad Men-type mindset of finding the right pitch and getting it in front of as many consumers as possible simply isn't as effective as more modern methods. Other evidence suggests that traditional advertising is just as trusted and effective as it's ever been.
According to a new study from Time Inc., though, it's likely that younger generations will increasingly respond to and expect value from brands that traditional advertising simply can't provide. What will help business provide that value? Content.