Man, I thought I was down on traditional media. The editors of Advertising Age are even more pessimistic and they have issued a stunningly blunt recommendation: “Get out of media. Get into marketing.”

It’s good advice for nature protection and pollution control organizations that have long relied on press releases and pitching journalists to get their message out to the public. More than 200,000 traditional media jobs have disappeared this decade, Ad Age reports. That means ever longer odds against your next press release, pitch call, Op Ed, or other old school PR effort.

With traditional public relations and advertising campaigns yielding steadily diminishing returns, the article notes that the commercial sector is working harder than ever to bypass the media and take their message directly to market with “digital initiatives, direct marketing, promotions and events, just to name a few.”

This humble blogger urges you to do the same. The writing is on the wall and couldn’t be plainer.