Influencers are the new mediaIf you've ever worked in the PR, marketing or advertising business, you know that the media industry isn't the same as it used to be. Yes, everyone knows about newspapers closing, smaller staffs and dwindling advertisers numbers.

However, when you work in the business, there is a noticeable dynamic shift in the value placed on media coverage by both clients and agencies.

I'll admit, securing a positive piece in the New York Times, Wall Street Journal, Boston Globe or a trade magazine gets clients excited still. Afterall, those are top tier publications. However, do "clips," as they called in the business, really move the needle? Do they help sell product or service?