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386 media, recreational
thousand gross rating points within the target
group. Media planning and analysis continue to be
important in successful tourism marketing and
promotion, especially since it is the image/perception
of a place or destination which attracts
attention and generates tourism in its direction.
Further reading
Sissons, J.Z. and Petray, E.R. �1981) Advertising
Media Planning, 6th edn, Chicago: Crain Books.
�Discusses the derivation of media objectives and
plans from marketing and advertising objectives,
as well the media planning process and problems
involved.)
Sissors, J.S., Lehew, H.D. and Goodrich, W.B.
�1981) Media Planning Workbook ± With Discussions
and Problems, 4th edn, Chicago: Crain Books.
�Includes many practical examples of media
schedules.)
media, recreational
HELMUT KURZ, AUSTRIA
Recreational media as a specialised outlet for
communication has two connotations. The first
covers all categories of media, mass and personal,
print and electronic, that offer specialised coverage
on recreational activities. These include travel
guides and information brochures, media commentaries
on recreational events �active and
passive), publicity and promotional materials. The
second includes categories of media that provide
recreational experience for the users. Leisure
activities involving reading, watching television or
listening to music or sitcoms on the radio are some
of the daily activities which are traditionally
dependent on the recreational media. More
recently, a number of computer-based leisure
applications have encouraged further demand
for recreational media products and services. Such
new pursuits include random surfing of the
Internet, e-mail, pay television services, friendship
circles, psychic networks, talk-shows on radio
and television, and video and computer games.
With the trend pointing towards shorter working
hours and longer paid vacations, the recrea-
tional media industry is likely to continue to grow
further as the demand for information on destinations
and holiday activities increases. However,
with problems of overcrowding becoming more
acute, both en route to and at vacation sites, more
families may choose to spend their leisure time at
home; thus, the demand for domestic entertainment
and recreational services will grow and this
will lead to further expansion of recreational media
as a source of entertainment for the community.
See also: information technology; sales
promotion
Further reading
Gray, A. �1996) `Behind closed doors: video
recorders in the home', in P. Marris and S.
Thornham �eds), Media Studies:A Reader, Edinburgh:
Edinburgh University Press, 327±36.
�Offers a description of how the video recorder
affects contemporary family life.)
Sorlin, P. �1994) Mass Media:Key Ideas, London:
Routledge. �Carries a useful section on entertainment
discussing the manner in which recreational
media influences public tastes and
preferences in leisure activities.)
meeting planner
LATIFFAH PAWANTEH, MALAYSIA
A meeting planner is anyone who performs the
services necessary for planning, running and
controlling a meeting function. In the past, this
position was filled primarily by secretarial and
assistant staff members. Since the 1980s, however,
meeting planners have become increasingly more
professional. In many cases they hold executive
ranks within their organisations.
Meeting planners can be segmented into two
main types, with subcategories in each. The
primary distinction is between internal and external
planners. Internal planners work for the
organisation that is sponsoring the meeting. For
example, an association or corporation may well
have executive level staff positions dedicated solely
to meeting planning. External meeting planners
come from a variety of sources. Some, known as