Media's Brave New World Favors Cable

Heyer, Steve
March 2000
Multichannel News;03/20/2000, Vol. 21 Issue 12, p61
Focuses on the increasing acceptance of cable television as a national advertising medium in the United States. Increase in cable distribution; Improvement of program quality; Trends in media planning attributed to decisions making cable the first buy for many agencies; Problems causing the downtrend in broadcast advertising.


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