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Original Articles

The Paradigm Shift in Advertising and its Meaning for Advertising-Supported Media

Pages 41-49 | Published online: 16 Mar 2015
 

Abstract

This article explores how the changing role of advertising in marketing is altering the behavior of advertisers and its implications for advertising-supported media. Advertisers are struggling to understand changes in audience media use and to changes in attention paid to commercial messages, the author argues. In order to maintain relevance, media firms need to lead the way in helping advertising understand and adjust to the changes.

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