Media's continuous structural change

In this second article on the advertising recession Tim Ewington reviews and analyses advertising expenditure in six major media sectors - newspapers, television, magazines, outdoor, radio and cinema.

Media's Continuous Structural Change

Tim EwingtonHuman Capital

Media is a volatile business in which it is critically important to understand the structural changes that are taking place and take advantage of them. The long-term view 10 or 20 years shows that there has been fundamental change in the structure of the above-the-line advertising markets in each and every major country. Even the larger, more advanced economies, which are this article's primary focus, have been affected.

If media companies can spot the emerging trends and reflect them in their development and investment strategy, it means that they can...

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