This volume provides a comprehensive look at the future of new media into the twenty-first century. Demographic, sociographic, technological, and media trends examined in the book suggest that tomorrow's media world will be far different than the media of today. This volume provides key insights into how the changes in the communications disciplines will impact upon advertising, broadcasting, public relations, marketing, and sales promotion.
After examining the trends and changes in established media, the book looks at the information industry and new technologies, the new print media, the electronic media, and media in organizations. Next, the book explores the newest of the new media, the future, from the standpoint of media users (merchandisers, employers, politicians) and information consumers. Finally, this volume looks at the future of the communications disciplines.Communication Tommorrowis an ideal reference book for anyone involved in public relations, advertising, sales promotion, mass communication, broadcasting, marketing, and journalism.
E.W. BRODY is Associate Professor and Coordinator of Public Relations in the Department of Journalism at Memphis State University.
Communication Tomorrowis his eighth book. The others, all published by Praeger, include
Public Relations Research(with Gerald C. Stone, 1989),
Professional Practice Development: Coping in a Competitive Environment(1989),
Public Relations Programming and Production(1988),
Communication for Survival: Coping with Diminishing Human Resources(1987) and
The Business of Public Relations(1987).
Preface
Communication Today
The Information Society
Media in Society
New Audiences
The New Technologies
The New Newspapers
New Magazines
Narrowcasting Revisited
Organizations as Laboratories
The Wired Society Arrives
The Market Responds
Other Disciplines
Communication Tomorrow
Selected Bibliography
Index
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