More than eight in 10 so-called digital influencers get their information first from magazines, newspapers, TV or radio, a survey from MS&L's influencer-marketing unit IM has found. The report shows that "traditional media still has the capability to spark word-of-mouth" and that campaigns trying to reach influencers should "leverage both traditional and online tools to connect with consumers," according to Renee Wilson, deputy managing director of MS&L New York and director of the IM MS&L practice.

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