> ## Content Index
> Fetch the complete content index at: https://www.medianexis.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# MediaPost’s Mandese: retire the word “traditional” in media
- URL: https://www.medianexis.com/mediaposts-mandese-retire-the-word-traditional-in-media/
- Published: 2026-11-02T18:39:10.000Z
- Updated: 2026-11-02T18:39:11.000Z
- Description: MediaPost’s Joe Mandese argues the industry should stop labeling radio, TV and out-of-home as “traditional,” citing Guideline data that digital passed 80% of U.S. ad spend and Borrell Associates data showing digital nearing 75% of local spend.
- Author: The Signals Desk
- Tags: Agencies, Joe Mandese, MediaPost's Mandese: retire the word "traditional" in media

*Signal from* [*mediapost.com*](https://mediapost.com/?ref=medianexis.com) *·* [*Joe Mandese*](https://www.medianexis.com/tag/by-joe-mandese/) *·* [*read the original*](https://www.mediapost.com/publications/article/419140/the-end-of-traditional.html?ref=medianexis.com)*.*