THE PLAYING FIELD IS LEVELED
Media has fragmented and continues to do so, literally leveling the playing field without any single form of media able to claim a mass audience. This is due to dramatic increases in competition amongst television, radio and magazines, advances in emerging technologies, and rapid growth of the Internet.
Consumers have more choice than ever choice is power and are rejecting traditional forms of intrusive marketing communications.
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 David was nothing without Goliath
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