ABSTRACT
This chapter provides with an introduction to the development of modern media industry. It describes the influence of the press and the role of individual newspaper proprietors during the twentieth century and how design has become a key element in the success of media products. The chapter examines the symbiotic relationship between editorial and advertising, as well as the key developments in technology that have led to the current trend for multimedia, convergent titles. Background knowledge of how the media industry has been consolidated into large groups and organisations that produce and distribute multi-platform media will help people understand the media areas and work practices they may encounter during their career. In advertising agencies run integrated media campaigns that exploit technology, other interactive opportunities, to extend their marketing activities outside the range of standard media. Large multinational media groups that operate in print, television and online radio, as well as staging events, exhibitions and trade fairs.
