Mall media. Making the mass marketplace into the next mass medium

Barb Johnson, Beth Corbett, Bill Moult and Jim Spaeth

This paper reports on the emergence of a new U.S. mass medium in enclosed shopping malls.

Mall Media

Making the Mass Marketplace into the Next Mass Medium

Beth CorbettNielsen Media Research, United States

Barb JohnsonProfessional Services, ShopperTrak RCT, United States

Bill Moult Sequent Partners, United States

Jim SpaethSequent Partners, United...

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