Photo: ReutersIn May, Deutsche Telekom AG DTEGY -0.11% gathered a few media agencies, advertising technology firms and data companies in Berlin for a two-day workshop. “The basic insight motivating a change in Deutsche Telekom’s media operating model is that continuing with the current media model will lead to stagnation,” the company states in the document. The change comes as large advertisers rapidly reallocate their media spend from traditional channels like TV and print, to digital firms like Facebook and Google. Traditional TV, which accounts for about one-third of Deutsche Telekom’s media spend, will decline “slightly” over the next few years, according to the review document. Print, out-of-home and radio will also decline “sharply,” from about a third of the company’s media spend.

Source: Wall Street Journal July 07, 2017 09:56 UTC