The Hong Kong leader of entertainment and media practice at PricewaterhouseCoopers has said that traditional media "isn't dead yet and won't be for the next five years", reports Press Gazette.
Marcel Fenez, speaking at the World Association of Newspapers readership conference, predicted that global print advertising will grow 1.8 per cent to US$123.3 billion (£70.4 billion) in 2012, with global digital advertising growing 19.3 per cent to US$13.4 billion (£7.6 billion).
He said: "The over-50s are helping to sustain traditional media, and also in many of the emerging markets there is still plenty of room for traditional media.
"The death of traditional media is exaggerated, at least in a five-year context."
According to research from PricewaterhouseCoopers, media executives are 25 per cent more likely to collaborate than in any other industry, which Fenez described as "really important", citing the example of News Corp and NBC Universal, which partnered earlier this year on an online video distribution network.
Meanwhile, PricewaterhouseCoopers was named the best large place to work in a survey by the Detroit Free Press.
Google and Michigan Financial Companies snared the top spots in the medium and small businesses categories.
