Abstract:

The developments of publishing in the decade regarding innovation and the competitive situation first of all requires an analysis of the present situation of the media scene in Europe. Four years ago it was rather difficult to give a general summary about this scene. Today, due to the "Media Scene in Europe" we are in the enviable position to have a detailed knowledge about all the mass media available in 17 European countries. The "Media Scene" arose from misconceptions found in the US regarding the European media scene, from Gruner + Jahr's services to advertisers and agencies, and the media know- how of the Lintas chain. The history of the "Media Scene's" origin and realisation is presented in the following.