Marketing in the Era of Long-Tail Media

摘要

The theme of this issue of the Journal of Advertising Research is "The Long Tail of Media/' a phenomenon that describes incredible media proliferation; for example, there are now hundreds of TV channels and thousands of websites that have attractively sized and targetable audiences. Media fragmentation creates profound challenges for leading media properties, which now typically deliver less than a third of the audiences that they did in the past. This phenomenon will forever change the practice of buying and selling media. We have collected a series of important articles that describe what marketing, media, and research functions need to consider as they transform.