To read the headlines you would think we live in a curiously binary world. Facebook’s wonderful! Facebook’s on its last legs! TV is dead! TV is still the most effective medium ever invented! Printed media forms cannot survive! Print circulations increase as readers seek the truth behind the stories! And so on. Recently we had a wonderful example of what I mean. One day we have Bill Duggan from the ANA tweeting: “P&G is bringing media and creative back together! REUNITED!” A couple of days later we had: “P&G’s Marc Pritchard calls for an end to the archaic Mad Men model.” Bill Duggan is a highly respected commentator, and Marketing Week (where the Pritchard headline comes from) is a fine magazine. They’re both right, and they’re both wrong.