Media wars.

The article discusses trends in the media industry. The future looks brightest for publishing and broadcast media that reach target audiences for advertisers more efficiently than broad-based media like newspapers and network TV can; and to media that can get the reader or viewer to pay a major part of the freight. The new winners will be radio stations, specialized cable networks, tightly targeted magazines, new kinds of in-store advertising and even the old-fashioned weekly newspapers. Rather than appealing to huge, broad audiences, these appeal to specialized audiences--what advertisers want in these days of fragmented markets. Some are services that require the readers and viewers to bear a substantial part of the cost, thus assuring advertisers that the customers really want them.