Last week I wrote that<a title="DB" href="http://cuppamarcomm.wordpress.com/2010/09/17/is-social-media-all-that/" target="_blank"> social media is not all that</a>.  Even if I do believe in the importance of social media, I don't think everyone HAS to be on it.  And now, <a title="Pew " href="http://pewresearch.org/databank/dailynumber/?NumberID=1072" target="_blank">Pew Research has found that 1 out of 5 Americans do NOT use the Internet</a>. This means if you are still aiming for high coverage you cannot rely on Internet ads/social media marketing alone. Traditional media (I know, it sounds old-fashioned) is still viable when attempting to reach those Americans who won't or can't access the Web.

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