The Rise of Traditional Media in a Digital Landscape 2025

A new study by Greentarget and Zeughauser Group, titled State of Digital & Content Marketing 2025, finds that the value of traditional media has increased among decision-makers, from 79% in 2022 to 88% in the latest survey, the highest rate in seven years. Professional publications also saw an increase, while the popularity of Platform X fell from 44% to 32%. Articles remain the most preferred content format, while podcasts are the least valued. Artificial intelligence is becoming a key topic, while the fintech sector leads in AI adoption (40%), compared to the legal sector, where this percentage is only 8%. The report recommends relying on traditional media, concise and targeted content, and using LinkedIn as a distribution platform. The survey included 285 respondents during May and July 2024. 

You can read more about the research here.