Back when we had a handful of TV channels, a few dozen magazines, a few radio stations per market, and outdoor, things were simple. Consumers, advertisers, and the media enjoyed such a simple
relationship. No one really needed to define it as a contract. Yet it was there, a quid pro quo, something-for-something contract. It may have been unwritten, but it was real. Call it the
advertising trinity.
Read the whole story at ClickZ, August 30, 2004
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