Drinking to the media income slump

The international alcoholic drinks giant Diageo yesterday gave a clear illustration of the financial problems confronting the world's media companies. Releasing its annual profit figure for the year, Diageo commented that it would be reducing its promotional spending over the next 12 months for its products like Johnnie Walker Scotch whisky and Guinness beer but not the quantity of advertisements placed. An average reduction in media placement costs meant it was getting more for less

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