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Robert G. Picard

Management and marketing, the new media masters

Le Temps des médias n°6, printemps 2006, p.165-174

The traditional modus operandi of the media in Europe and the developed world is undergoing major change. Media companies have increasing recourse to marketing techniques to get a competitive edge and to maximise profits. This commercial logic affects news and entertainment programme-content, especially as media are more and more dependent on advertising revenue. This increasingly means that the media are considered as a commercial activity like any other. DrapeauFrancais

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