Perez Laitre, Francisco J. (2007). The Paradigm Shift in Advertising and Its Meaning for Advertising-Supported Media, Journal of Media Business Studies 3(1):41-49.
Key Words: advertising, commercial media, industry transformation
This study explores how the changing role of advertising in marketing is altering the behavior of advertisers and its implications for advertising-supported media. Advertisers are struggling to understand changes in audience media use and to changes in attention paid to commercial messages, the author argues. In order to maintain relevance, media firms need to lead the way in helping advertisers understand and adjust to the changes.