The only sure thing about media today is that it is in constant, almost daily change. Clients struggle to figure out the best ways to monetize their advertising budgets. Chief Marketing Officers are lucky if their tenures exceed two and a half years. Traditional media companies such as CBS, ABC, Conde Nast, Hearst, etc. get the lion's share of their revenues and profits from their traditional sources, i.e. TV spots and pages, knowing full well that these profit centers are steadily declining. Ad agencies are struggling to restructure and reposition themselves to better serve clients' changing needs and cope with programmed buying programs.
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