Abstract:

This paper reports on the emergence of a new US mass medium in enclosed shopping malls. The substantial reach and national coverage of enclosed malls is empirically demonstrated in support of this mass media status. The quality of shopper traffic is examined as a consideration in estimating the value of the potential audience for this new medium. Specific developments of the last few years are reported by way of background. The research requirements for this new medium are outlined, along with the technical challenges posed by these requirements. Finally, a proposed solution currently in the research and development stage is presented.