There is truth to both sides. Traditional advertising still has a place in the marketing world. But it can not live alone.
And although some businesses claim they have ousted traditional advertising all together - they are still implementing traditional tactics in a new mediate format.
What is clear is that two-way communication is happening, like it or not. The way a company, organization, media outlet deals with it SHOULD have an impact on their success, and the success of their communication messaging.