Impact of the COVID-19 Crisis on the Media Business in Bulgaria – Short-term and Long-term Perspectives

The global COVID-19 pandemic has affected every aspect of life, including advertising and the media business. Brands have reduced their advertising budgets. Some media, such as television and the Internet, have increased their audiences, while others, such as print and out-of-home media, have experienced a negative trend. Adapting media content and flexibility to advertisers is the key to the survival of traditional media. New media platforms attract a significant audience and have a chance for sustainable development. The short-term and long-term perspectives for the media can be analyzed from different points of view. The dynamics of this process is obvious and the media business needs to be more flexible than ever before.