Ad agencies having to adjust, too

The changing media scene is affecting not just magazines but the role of the advertising agency, according to a study released last month by the Winterberry Group.

"Once considered core to the marketing effort (and a trusted counselor to executive decision makers)," said the item in the Centre for Media Reearch newsletter, "the agency has seen its portfolio of responsibilities fundamentally altered; first, by the advent of non-traditional channels, then by the emergence of nimble "specialty" players, including media-specific competitors, interactive shops, management consultants and media buying agencies."

The complete report -- The State of the Agency: Market Transformation & the New Client Dynamic is available by free registration here.

The Winterberry Group is the consulting arm of the Wall Street merchant banking firm Petsky Prunier LLC.