从全球媒体产业最发达的美国市场看,新媒体也正在蚕食传统媒体的奶酪。继GE等公司宣布减少传统媒体投入增加网络媒体广告预算之后,全球快餐巨头麦当劳公司也宣布,它将逐渐减少电视广告预算,与此同时,大大增加对数字媒体的广告投放额。麦当劳公司主管营销的副总裁拉玛先生称:“ Judging from the most developed U.S. market in the global media industry, new media are also eating traditional cheeses. After companies such as GE announced a reduction in traditional media spending to increase online media advertising budgets, global fast-food giant McDonald’s also announced it will gradually reduce its budget for television commercials while substantially increasing its advertising spending on digital media. Mr. Rama, the vice president of marketing for McDonald’s Inc., said: "