A Myers Report 40-page Strategic White Paper
The Re-Emergence of Legacy Media: A Strategic Opportunity for Brand Marketers
Brand marketers are at an inflection point. After more than a decade of procurement-led media strategies and algorithm-driven buying, the pendulum is swinging back toward creativity, partnership, and brand equity. In a landscape flooded with undifferentiated impressions and commoditized media inventory, legacy media companies are reclaiming their value as strategic partners. The Re-Emergence of Legacy Media, a new white paper from The Myers Report, offers a compelling blueprint for marketers ready to lead the next wave of high-impact brand storytelling.
This is more than a nostalgic call for traditional media. It is a strategic imperative.
Why This Matters to Brand Marketers
Over the past decade, the industry’s obsession with efficiency — driven by performance metrics, automation, and procurement oversight — has delivered scale, but at a significant cost: brand differentiation. As platforms compete on identical KPIs like CPM and reach, true brand resonance has faded. Many top advertisers are realizing that competitive advantage cannot be bought with algorithms alone.
Today, marketers are reasserting control over internal media strategy. They’re building in-house teams and hiring specialty agencies focused on brand lift, cultural relevance, and long-term equity. They’re moving budgets into ideation-based campaigns and away from one-size-fits-all media buys. Most of all, they’re looking for media partners — not just platforms — who can support co-branded storytelling, integrated activations, and strategic differentiation.
(Brand marketers may request a complimentary PDF copy of the 40-page white paper directly from Jack Myers at jm@jackmyers.com.)
The Legacy Media Advantage
Legacy media companies offer more than just reach. They offer trust. Cultural authority. Deep creative infrastructure. And the human-centered relationships required to deliver bespoke, cross-platform partnerships. Those who are ready to collaborate, not just transact, can play a pivotal role in this emerging brand-first media economy.
But reinvention is key. Legacy media companies must invest in organizational readiness, strategic ideation capabilities, and integration models that go beyond traditional sponsorships. The opportunity is real—but only for those willing to evolve.
Key Takeaways from the White Paper
- The Procurement Model is Fraying
Efficiency-driven buying has reached its limits. Brand lift and differentiation now require a more strategic, creative approach. - Context and Culture Matter Again
Marketers are seeking environments where tone, trust, and storytelling are integral—not stripped away by automation. - The Shift is Already Underway
Marketers are moving budget and strategy in-house and turning to specialized partners for ideation and storytelling — especially beyond the sports arena. - Legacy Media Must Rebuild for the Future
Only those platforms that can deliver trust, creativity, and integration across streaming, digital, and linear platforms will meet marketers’ evolving needs. The capabilities of several legacy media companies that are investing in these resources are included in the report. - It’s Time to Reinvest in Relationships
True differentiation will come from strategic media collaborations — not from chasing the lowest CPM.
The Call to Action
For brand marketers: Now is the time to rethink your media mix. Ask yourself: Are your current investments delivering cultural relevance and brand value or just impressions? The answers lie in forging deeper, more creative, more human partnerships with media brands capable of telling your story with impact.
For legacy media companies: The Myers Report has your back. This white paper affirms what you’ve known all along — that your value extends beyond metrics. But it’s also a challenge: reinvention is non-negotiable. Marketers are ready. The question is — are you?
Access the Full White Paper
This $3,950 strategic white paper, The Re-Emergence of Legacy Media, is available for purchase at www.myersreports.com, and is included as part of an annual subscription to The Myers Report custom research program. Brand marketers may request a complimentary copy directly from Jack Myers at jm@jackmyers.com.
This white paper is included as a benefit to annual subscribers of The Myers Report custom research program and available for purchase at www.myersreports.com.
The 2025 Myers Report series of 24 white papers is available for subscription and individually at www.myersreports.com
The Re-Emergence of Legacy Media White Paper at www.myersreports.com COST: $3,950 includes redistribution rights
