—who don't read newspapers but go to the digital form....
You have to realize that the public at large today want the news when they want to receive it, and on the device they want to get it on. Advertisers know, and they can monitor much better in the digital format than they could ever do in print, the impact of an ad.
So to answer your question, yes, in the agencies the recommendations usually go up the ladder from a younger person who is more oriented to the digital life.