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Latest | Highest ratedMelding Online Media Spawns Fragmented Communications Landscape [View article]
As Americans buy products, seek information, plan social lives, and make personal and business decisions, the lines between media channels in the 21st century are becoming increasingly blurred, according to a survey from Ketchum and the USC Annenberg Strategic Public Relations Center.
The third annual US Media Myths & Realities survey was conducted in the US, the UK and Brazil. It examines consumers' use of more than 40 media channels, revealing that deliverables once owned by a specific communications medium are now found on nearly all platforms, writes MarketingCharts.
This is causing a shift toward an increasingly participatory and fragmented communications experience.
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Marc Jansen
Sydney landscape design