Abstract:

Invited to make a contribution about "recent trends" I am in a dilemma to find out: what is "recent" - the last year, the last three, five or ten years ? I think we should accept the following definition: It is not important, since what time a trend was to be seen, but when at last it was realised. In the markets and market shares of the publishing industry the developments are not very quick; often we have to review many years to find any noteworthy variations. Instead of a conclusion I will try to show the development of using more than one medium by the audiences for information and entertainment. Also in advertising, the media-mix is becoming more and more important. Communication is a work of partnership, not competition.