http://www.toprankblog.com/2009/01/shift-budgets-digital-marketing/

Emm, the bottom line is that they should be re-evaluating the weighting of their spend on online relative to offline. This is borne out in the answers provided to the question posed by Lee on LinkedIn.

In my opinion, offline is still too expensive unless you are in the situation where you have to advertise regularly for brand reinforcement purposes.