The Shrinking Pie

Greenberg, Bob; Wacksman, Barry
June 2010
MediaWeek;6/21/2010, Vol. 20 Issue 25, p11
Trade Publication
The author offers opinions on advertising, advertising media planning and mass media. It is argued that digital media has altered the traditional financial pattern in which advertisers purchase advertising space or time for a fee from a mass media company. Instead, the use of so-called social media involved in Web 2.0 are said to make free media presence such as direct interaction with consumers more valuable to marketers.


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