Meeting the global needs of advertisers and responding to a changing media landscape

Author: Michael Quilty

Abstract:

This paper will address global needs from the perspective of advertisers using multinational media. It starts with defining global business, how they operate and what they need from the media. Secondly, it addresses global issues from the perspective of publishers as transnational media vehicles. Finally, it will attempt to look into a crystal ball and look at the new challenges and opportunities facing publishers in times of rapid social, technological and media change.

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