Television's influence on advertising is fourfold. First, narrowcasting means that television channels are seen by an increasingly narrow segment of the audience. The Golf Channel, for instance, is watched by people who play golf, Home and Garden Television is seen by those interested in household improvement projects, thus, audiences are smaller and more homogeneous than they have been in the past. Second, there is an increase in the number of television channels available to viewers, and thus advertisers. This has also resulted in an increase in the sheer number of advertisements to which audiences are exposed. Third, digital recording devices allow audience members more control over which commercials they watch. Fourth, control over programming is being passed from the networks to local cable operators and satellite
Newspapers
After television, the medium attracting the next largest annual ad revenue is newspapers. The New York Times, which reaches a national audience, accounts for $1 billion in ad revenue annually. it has increased its national circulation by 40% and is now available for home delivery in 168 cities. Locally, newspapers are a less expensive advertising medium than television and provide a way for advertisers to communicate a longer, more detailed message to their audience than they can through television, given new production techniques, advertisements can be printed in newspapers in about 48 hours, meaning newspapers are also a quick way of getting the message out. Newspapers are often the most important form of news for a local community, and they develop a high deGREe of loyalty from local readers.
Radio
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