Coined by Marshall McLuhan, the phrase was meant to suggest that there is a “symbiotic relationship by which the medium influences how the message is perceived.” A recent study suggest another possible meaning. Being “on air” – in paid or earned media – is a message in itself.

This morning, Emarketer, reported that 48% of Internet users who noticed a decline in ads from a bank believed the bank must be struggling. 12% believed it might not be in business much longer. Similar perceptions were identified when judging retailers – at 56% and 15%, respectively.

There is no doubt, times are tough. But doing nothing sends a message, too.

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