Renaissance of traditional advertising/marketing media?

Just after the news of Google buying a radio ad company, comes the news that VNU (parent company of NielsenNetRatings) is acquiring a majority stake in word-of-mouth measurement firm BuzzMetrics. Obvious logical synergies there-considering that the buzzword (core competency, that is) is measurement, unlike the Google acquisition where all of us Google-watchers have to do a bit of extrapolation..

How much will this move by Google benefit search engine marketers (or all advertisers in general)? What is the value proposition to the market ie. the people who will be listening to these ads? I’m a bit skeptical of how the model used by Google in the online medium will translate in the other media.

What is certain though is that there are definite signs of renaissance of the traditional marketing media/ channels. Natural, forced evolution, I guess. May be, more importantly, it is a pointer to the phenomenal opportunity of these traditional channels that marketers cannot afford to ignore.