The paper examines the printed media in Europe from the point of view of the advertiser and his advertising agencies, with reference to the emerging importance of the electronic audio-visual media. It attempts to trace shifting consumer priorities between printed and audio-visual media forms, evidenced by increases in television viewing time and shorter reading time. The paper looks at some of the unsuccessful reactions of the print sector to this changing picture and suggests that these lead to loss of consumer trust, with no compensating improvement in business. Examples of more constructive reactions include the streamlining of print technology and costs, product upgrades, launches of new print products which emulate (rather than copying) TV, and the switch of publisher investment into television ventures. A suggested action plan follows in summary form.