“TV is not the only outlet,” says Michael Roth, chief executive of the world’s third-largest advertising services company, Interpublic Group.

He’s right, of course, and as the 10-week old Hollywood writers strike rolls ahead, more marketers are bound to start putting their money into print and outdoor advertising, and especially new media.

“That’s what we do,” Roth said in an interview. “If there is a shortfall here, we find a way to get the message out elsewhere.”

Roth said that advertisers will really be hit by the labor dispute in the big events — the Golden Globes and the Oscars. The Golden Globes have already been canceled, and the Oscars may be in jeopardy.

That would be a big-time headache for advertisers who have planned splashy marketing campaigns around the Oscars. Could that headache be the pressure that helps bring the writers strike to a close?

One media executive who thinks so is Steve Farella, chief executive of media buying agency TargetCast. “I think the first thing any marketer would do is get right on the phone through their agency or directly with the network and say, ‘Settle the strike,‘” he said.

“At that point it’s no longer about lower ratings for advertisers. It’s about 2 million cases of product someone has on the shelf that talk about the Oscars, its about someone’s contest for 13,000 employees to win a trip to the Oscars.”

That kind of pressure might just do the trick.