Researchers, Magazines, a plethora of new books on the market, and many of our friends and colleagues tell us that Social Media isthe panacea of all things marketing... and social and whatever else someone thinks up…. but is it all good? The new marketing mantra is that traditional advertising is dead. I hear all the time that no one is reading newspapers anymore or watching TV or listening to the radio.. If I listen to what everyone is saying, no one is doing anything but spending time online. The truth is that TV shows, like American Idol are still setting record highs for viewership and they are not alone.