Massive brands and companies around the world are starting to decline and go out of business because they are over-investing their time and money into old media advertising like magazines and TV, which simply isn't practical. If you are trying to grow your brand and reach your target audience, you need to pay attention to where their attention currently is... It's really not that complicated. People aren't reading magazines and news papers like they used to, instead people are reading Facebook posts and looking at photos on Instagram. If you don't adapt, you will die.