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The media landscape is shifting. And this shift is precipitating a host of distinctions that matter to our industry and to our ability to deliver effective marketing solutions to our clients.
Channel vs. Format: The first distinction pertains to format. In the mass-media era, advertisers thought in terms of channels: television, radio, print, outdoor signs, etc. Each channel represented a single format, for that is what the technology of the day enabled. Radio enabled audio.
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