communicationreceptive planning in europe
many of them, at least are mediasavvy nowadays. They have many more
media and entertainment options available to them than ever before. They are
used to this. They understand what is on offer, and play the field accordingly.
many of these media options are very knowing. They are premised on the nature of
the relationship that the viewer, reader or listener has with the medium, the
fact that the consumer knows what is going on, and the fact that the content
provider knows that the consumer knows what is going on. Many current media
successes (think of Big Brother, The Office, Pop Idol, Heat magazine, and so on)
work very cleverly from this basis. In the media sections of broadsheet
newspapers we can even read about what we are reading about.