I saw it firsthand. Having sold radio ad time, I saw the desire for clients to shift their ad dollars to digital. And if your radio listening audience isn't listening on the web, then you're going to be dialing for dollars for quite some time.
found eMarketer's Chart above to be very revealing, which comes from Round2's 2009 survey.
Radio isn't the only one that's hurting, but other traditional media as well. Email, Search and Interactive being hit the least.
But, without a clear strategy in place, with realistic expectations, whether you do it on your own or hire a digital agency to guide you, then sinking your dollars in doesn't really matter. You've got to stick to it for the long haul, folks, and join the conversation, especially in social media.