Article: The media industry is undergoing a major transformation: In 1998, Internet advertising revenues from national advertisers surpassed those of two rival media categories, network radio and billboards. What forces are driving this volatile industry? What does the future look like for media competitors, advertisers, and their agencies? HBS professor Alvin Silk has long studied such issues, identifying forces both inside and outside the media industry that are influencing its rapid evolution and exploring the impact of Internet advertising on the industry as a whole. His research points to a future fraught with increasing rivalry and change.
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