Media's future: No change or total revision?

Forecasting the probable changes in the world of media, one may say that, by 1998, one of 2 scenarios is possible. In scenario one, nothing changes; everything is pretty much the way it is today. Age and sex ratings will still be the currency with which media people do business. While better plannin...

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Bibliographic Details
Published in:Advertising age 1993-04, Vol.64 (14), p.24
Main Author: Frank, Betsy
Format: Article
Language:English
Subjects:
Advertising
Advertising agencies
Advertising media
Forecasts
Future
Marketing
Mass media
Technology
Trends
Online Access:Get full text
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Summary:Forecasting the probable changes in the world of media, one may say that, by 1998, one of 2 scenarios is possible. In scenario one, nothing changes; everything is pretty much the way it is today. Age and sex ratings will still be the currency with which media people do business. While better planning tools will be available, media plans will still be built from national to local. The other possible scenario is totally different: everything changes. Reality, no doubt, will fall somewhere between these 2 visions.
ISSN:0001-8899
1557-7414