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Convergent Journalism an Introduction by Vincent Filak, Stephen Quinn

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11

Multimedia Advertising

The beginning of the end of traditional mass media advertising came in February 1993. The first Internet browser, called Mosaic, was introduced and the World Wide Web was soon upon us all. Society and advertising would never be the same.

The creation of the Web and other digital technologies allowed consumers to start taking control of information and entertainment. No longer could the providers of media control what you read or viewed by what they chose to publish or broadcast. Advertising, which serves as the primary revenue source for mass media, started to see its impact on the American media consumer begin to erode.

When Larry Light, the global chief marketing officer at McDonald’s, said, “mass marketing today is ...

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