Last week I wrote that social media is not all that.  Even if I do believe in the importance of social media, I don’t think everyone HAS to be on it.  And now, Pew Research has found that 1 out of 5 Americans do NOT use the Internet. This means if you are still aiming for high coverage you cannot rely on Internet ads/social media marketing alone. Traditional media (I know, it sounds old-fashioned) is still viable when attempting to reach those Americans who won’t or can’t access the Web.