The long media tail: are you wagging it or is it wagging you?

Sue Elms

This paper maps out how the media and advertising world is evolving and growing a long media tail. It refers to advertisers and how they are approaching media communications in this new world, and outlines what questions they have when making decisions.

The long media tail: are you wagging it or is it wagging you?

Sue ElmsGlobal Media Practice, Millward Brown, United Kingdom

INTRODUCTION

As technology allows people to find more ways to get entertained, get informed, transact, communicate and express themselves...

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