10. The media landscape is rapidly changing. Explain what is meant by this statement. Then discuss some of the reasons why this is occurring. What can traditional media do to continue to exist? A number of studies have examined the role that personality and/or other personal characteristics may have on consumers’ media usage. Discuss some of these studies. Do you think that these characteristics may have an impact, or should marketers rely primarily on demographic characteristics? (LO 10-5)