The Journal of Marketing Research published new research of the interrelationship between traditional media sources and social media and their impact on sales.
The authors considered a loan sale and recorded mentions of their subject, Kiva, in all forms of media. They found that media reach from traditional media, i.e. newspapers, reached a larger audience than that of social media sites. The authors did find, however, that because social media was updated much more frequently than traditional media, that the audience was in fact substantially larger than traditional.
This was insightful for my campaign and in the future when I am hopefully working in the media world that each medium is important and none should be overlooked. While we might think that newspapers do not benefit the spread of information, this recent study (2012) shows that it should none of the mediums should be overlooked when trying to generate an audience.