Editorial: Innovation in traditional media - keeping our 'eyes on' an innovative new measurement system of out of home advertising

This paper discusses the various ways in which traditional media are finding technological mechanisms to "cope with" the new media environment and improve performance.

Editorial: Innovation in traditional media: keeping our eyes on an innovative new measurement system for out of home advertising

Charles R. Taylor

Villanova University

In recent years, we have appropriately seen a great deal of attention paid to advertising in new media. Without a doubt, we see a dramatically different media landscape than was the case ten years ago. As a result, we have recently seen a substantial volume of articles published focusing on topics such as advertising over the internet (e.g. Robinson et al. 2007; Rodgers et al. 2007; Li et al.2009; Ying...

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