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| Author: | Barnes, B. E. Thomson, L. M. |
| Title: | The impact of audience information sources on media evolution. |
| Journal: | Journal of Advertising Research
1988 : OCT-NOV, VOL. 28:5, p. RC9-RC14 |
| Index terms: | ADVERTISING MEDIA |
| Language: | eng |
| Abstract: | A wide number and variety of media vehicles have emerged within a given media class. This phenomenon is the demassification of mass media. First, the changes in the magazine industry are reviewed then the current developments in broadcast media audience measurement are examined. The people-meter ratings data with its finer definition of the audience for a particular program or network will influence the future of the TV media. People-meter ratings data will give advertisers the information they need to use TV as a means of reaching targeted audiences efficiently. |
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