Why media planners are thinking outside the box

August 2002
Marketing Week;8/15/2002, Vol. 25 Issue 33, p16
Trade Publication
Focuses on the decline in television effectiveness not only because of media fragmentation but also lifestyle fragmentation that leads to a polarization in viewing habits. Lifestyle changes among the youth in Great Britain; Finding that individuals are listening to more radio and spending a significant time away from home; Structural changes in media viewing habits.


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