search query: @indexterm Media research / total: 210
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| Author: | Bogart, L. |
| Title: | Who pays for the media? |
| Journal: | Journal of Advertising Research
1994 : MAR-APR, VOL. 34:2, p. 11-18 |
| Index terms: | MEDIA RESEARCH MONEY ADVERTISING |
| Language: | eng |
| Abstract: | Advertising is the engine of the media system - or so it has always been said. But great technological and economic changes are rapidly transforming that system, as we are made freshly aware with every day's news. This article (1) examines what the transformation means to the way media are defined and categorized; (2) reviews what is happening to the nation's media budget; and (3) suggests what the implications might be for advertising and for advertising research. In brief, the burden of media's economic support is shifting back to consumers, tilting increasingly toward the audiovisual and away from print. |
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