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Patrick Eveno
The Media and Advertising connexion : friends, neighbours and ennemies
Le Temps des médias n°2, printemps 2004, p.17-27.Since the 1830s, advertising contributes substantially to media revenues. But, if advertising helps the media survive, advertising executives and advertisers in particular need the media so as to reach consumers satisfactorily. Advertising and the media form a couple with sometimes contradictory but always interdependent interests. The analysis of advertising market trends shows the extent to which the relationship between the media and advertising has changed during the past ten years.
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