This paper questions the contribution that new information technology has made to the âsharp endâ of the media business at the interface between the buyers and sellers of advertising. Although the author argues that the basic processes of media trading have remained largely unchanged for some three decades, irresistible commercial pressures are now building for radical change. Such change can readily embrace existing information technology already in use In other industries but will have significant impact on all aspects of media planning and buying.
Author: Lane Leskela
November 1, 2000
Author: James Rose
June 15, 1994
- This could also be of interest