Where are the media going?

In this introduction to seven articles in the ‘media futures focus’ of Admap’s anniversary issue, the author reviews the changing media landscape for TV, newspapers and magazines, outdoor, internet and direct marketing – and the implications for planning and research.

Where Are The Media Going?

A key driver of the move to media-neutral planning has been the dynamic changes affecting the media landscape, especially those caused by the unstoppable development of digital technologies that by now affect...