So, of course, is cable. Magazines embraced it

So, of course, is cable. Magazines embraced it long ago. Newspapers, too. Now outdoor, radio and trade media are finding creative ways to retain, and expand, audiences while pulling in more ad revenue.

What all these media are doing is expanding their reach through new media. As our reporters talked to media executives and analysts about ad spending in 2007 for this, our annual Media Outlook issue, we heard a common refrain: Advertisers would be spending less, more or about the same in the traditional medium.