IN TRAVELLING the length and breadth of the country I confess to being an avid Radio 4 listener.

As a media sales trainer, and owner of a service consultancy business, my attention was captured recently by an interview with Karen Blackett, who runs the largest media agency in the UK, MediaComUK.

She had been shortlisted as one of the top 10 women on the ‘Woman’s Hour Power List’, which is intended to highlight the achievements of those women who are seen as movers and shakers, playing an important part in shaping our society, and the changing role of women.

During the interview the suggestion was made that Karen is largely responsible for where we, as consumers, choose to spend our money.

In responding to this she said that in acting on behalf of her clients, many of which are key players in their respective industries, she was simply allowing her clients’ customers to make informed choices on about their spending habits.

In describing how the industry has changed since she became involved almost 20 years ago, she mentioned how our buying habits and activities had undergone a fundamental shift from the conventional method of going into a shop and handing over our hard earned cash.

In addition to the traditional media outlets of TV, radio and print, we have now become compulsive in our use of online communication, shopping and banking, whether it is through smart phones, social media or apps. for everyday activities such as shopping and banking, let alone all of the countless other uses available.

It is now the norm to carry out online research before making most buying decisions, including where to eat out, book a holiday or find a local plumber, and increasingly this shift is not confined to the young among us.

As I see it, if those of us over a certain age are not to be left behind then we must overcome our resistance, even if it means moving out of our comfort zone.

There is plenty of evidence to back up the claim that once one takes a leap of faith into this new interactive world the pain barrier is mercifully brief, if indeed the increasing prevalence of ‘silver surfers’ is anything to go by.

In a voluntary capacity I assist with PR and marketing activity for a number of local charities, including Samaritans and Rotary.

On the one hand Samaritans have been pro-active in embracing new technology, readily exploring new ways to reach out and communicate with young people.

By contrast many Rotary clubs are still rather hesitant in their approach, and unwilling to make use of social media such as Twitter and Facebook.

With an ageing demographic, especially in the South West, I fear our failure to move into the 21st century will continue to have a negative impact at a time when there is a desire for new younger members.

As a business person what worries me most though is that whilst large organisations have the capacity to adapt and make use of new technology to get their sales message across, many small businesses are in grave danger of being left behind, either due to their lack of urgency, or a refusal to engage.

I remain a huge fan of local print media, but I know enough to use their websites too.

If the one-man-bands and independent retailers many of us still prefer to rely on insist on burying their heads in the sand when it comes to making the necessary changes to the way in which they promote themselves they will continue to lose out.

Linda Piggott-Vijeh, Vicarage Hill, Combe St Nicholas