This really isn't that surprising. Brands have always played "catch-up" when a new media was introduced. I'm sure brands had a hard time dealing when TV advertising replaced radio advertising too.
This time though, the introduction of the Internet created even more variables to contend with because it is a faster delivery media.
What happens when brands have to adapt to the new media of those four square inches?
From NewMediAge.com Brands admit to poor performance with new media channels .
Despite three quarters of big brands recognising the importance of online advertising in their marketing mix, most believe they aren't best utilising new media channels available to them.
I show how advertising has changed here .
70% of brands said they felt overwhelmed by complex digital technologies, and that there were 'not enough hours in the day' to stay on top of developments in the space.