【摘 要】
：
一个世纪以前,美国百货零售业巨头John Wanamaker有句名言:我知道投在广告上的钱有一半儿是被浪费掉了,但问题是我不知道浪费的是哪一半儿。正因为如此,直到上世纪末传媒产业
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一个世纪以前,美国百货零售业巨头John Wanamaker有句名言:我知道投在广告上的钱有一半儿是被浪费掉了,但问题是我不知道浪费的是哪一半儿。正因为如此,直到上世纪末传媒产业一直是能取得了高于社会平均收益的朝阳产业。那么,现在的情形改变了。
A century ago, John Wanamaker, the department store giant in the United States, famously said: "I know half of the money spent on advertising was wasted, but the problem is that I do not know which half wasted. Because of this, until the end of the last century, the media industry has been able to achieve a sunrise industry above average social returns. Well, the situation has changed.
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