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Old and new media are more interrelated--and more dependent on each other--than you might think.

We have spent a great deal of time analyzing specific "old" and "new" media by themselves, and looking at trends that will impact them in the not-so-distant future. But one other issue that needs addressing is how old and new media are interrelated, and how they are most definitely working in conjunction with each other.

In fact, research shows that old and new media actually complement each other significantly.

The reason for this is that historically, people don't abandon old media. They find ways for old and new to work together. Radio survived television because it allowed people to listen while they were doing other things like driving or working. Newspapers provided depth of coverage that other media couldn't.

So we continued to use them all, just for different reasons.

And research suggests that we're doing the same thing with the current new media. In fact, some research shows that frequent internet users are more likely to be heavier users of television, magazines--and even newspaper--than people who use less media.

The grand prize winner at the 2007 Cannes Advertising Festival is a made-for-internet film for Dove called "Evolution," which graphically shows the difference between the illusions of beauty in our society and the real world. The film was designed to drive viewers to Dove's Campaign for Real Beauty website (www.campaignforrealbeauty.com), which then offers a series of print workbooks that mothers and daughters can use to feel more confident about their appearances. There are also articles by experts on image and media and a variety of other resources.

Viewers got to the Dove film online from a variety of sources. One of the most important: articles in old-media newspapers and magazines.

Learn more here.