Rowman & Littlefield Publishers
Pages: 254
•
Trim: 6¼ x 9¼
978-0-8108-8643-8 • Hardback • December 2015 • $105.00 • (£81.00)
978-0-8108-8644-5 • eBook • December 2015 • $99.50 • (£77.00)
Thomas H. P. Gould is professor of journalism and mass communications and chair of the advertising sequence at the A.Q. Miller School of Journalism and Mass Communications at Kansas State University. He is the author of Tracking Peer Review: Past, Present, and a Questionable Future (2012) and Creating the Academic Commons: Guidelines for Learning, Teaching, and Research (2011).
Through the Internet, the consumer is gaining control of what he or she watches. The change is evolving slowly, but it’s not over. The so-called “captive audience” is disappearing, and new strategy is necessary for the advertising industry; but the industry on the whole doesn’t seem to get it. That is what Gould’s book is about.
— Guido H. Stempel III, Ohio University