There's good news about using the media to reach consumers with a brand message. There are more ways to do so nowadays than ever before. But that's also bad news. The sheer number of options makes it difficult to reach a large number of people at one time. But that's also good news. It makes the business more exciting and challenging. Mass media ain't what it used to be, that's for sure. By next year, network television will deliver a maximum of 40% of the country in prime time. That's ...

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