According to Gaerig in his article the existing business model of selling audiences to advertisers is still relevant in today’s ever changing media environment. The article includes qualitative and quantitative analysis of both traditional and non-traditional methods of advertising. Which is important for media managers to be aware of in terms of exploiting diverse media in order to reach audiences. The research highlights existing gaps in ‘traditional’ media and suggests new ways of remaining relevant and creating connections as opposed to just selling products.

posted by Sanele Njini


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