Karl Erik Gustafsson (2006). Advertising and the Development of Media: The Forgotten Connection, Journal of Media Business Studies 3(1):19-32.
Key Words: advertising, media, development, commercial television, mass media, media diversity
This study deals with the interaction between advertising and media which creates mass media. It analyses a long period of media development and tries to find common patterns. It also deals with the importance in this interaction of not damaging the confidence of the public in mass media, which can be a problem with forms of embedded marketing. All the same, without advertising, there will be less mass media and media diversity, the author argues.