Media Oulook: Planning

Bill McGowan

This is one of a series of U.S. media reviews published in March 1988 looking back to the previous year, and looking forward to the next.

1998 Media Outlook: Planning

Bill McGowanDiscovery Networks, U.S.

There is a tide in the affairs of men, which, taken at the flood, leads on to fortune...

William Shakespeare

As we move into the 21st century, advertisers are facing increased challenges to reach consumers in a quality media environment. Struggling to keep pace, advertisers will do well to consult history, because we've been here before. When the printing press was invented, it allowed knowledge to be disseminated to a broader 'audience.' Fifteenth century entrepreneurs, savvy enough to understand that something remarkable had...

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