Electronic Media Management, Revised, 5th Edition

Preface

Every generation probably would claim that it lived in changing times. What distinguishes this generation is the pace of change. The rapidity with which advances occur quickly renders obsolete traditional methods of doing things.

With their reliance on technology, the media—especially electronic media—are particularly susceptible to change. Proof lies in the confused reactions of many executives to the results of Roper’s latest quinquennial Media Comparison Study. One of its findings is that television viewing has increased since 2000. But that conclusion may suggest more about consumers’ video consumption than about the television medium in an age of mushrooming growth in the number and variety of video distribution methods.

Confusion ...