As Mass Marketing Splinters, Is PR Poised To Pick Up The Slack?

The 30-second ad - for years one of the major arrows in
marketing's quiver - has begun its final descent. "Appointment"
television -- in which the entire family gathers around the set for
its favorite show -- is going by the boards. A bevy of mass-market
publications, such as National Geographic and Reader's Digest,
continue to cut circulation.