E6: The World of Integrated Communications
According to PWC, print advertising would decline 1% between now and 2024, while TV advertising would grow just 2%. So, how are the media houses reacting? And what do those plans mean for communicators who’ve long relied on ‘news coverage’ as the bedrock for PR? To answer these questions, we have Pierre Fitter, Head of Innovation at Genesis BCW and Senior Director - Canvas and Vanita Kohli Khandekar - a journalist and also the author of The Indian Media Business.