Although the cost of television ad time has not increased significantly over the last few years, networks are subtly trying to crowd more ads into programming. A recent Business Week article reported that the number of households connected to the Internet is expected to rise from 20 million in 1997 to 26 million by the end of 1998. Consumers are looking to the Web as a convenient alternative to traditional shopping and more and more businesses are choosing to advertise on the Internet. This method of advertising is popular because it allows companies to target wider audiences and it provides consumers with easy access to information about specific advertisers. Online advertisers are also using well known search engines as springboards to their sites, but at great expense.
Direct mail is another successful area of the industry.
Public relations organizations, although still in a phase of downsizing as technology continues to lower staff needs, will seek applicants with high levels of specialization and experience. On a positive note, wages for public relations workers are expected to increase at a faster than average rate through 2005. Mass mailings are not recommended. For institutions only. New York NY 10036-6700.