MEDIA MARKET MATTERS: Financial goals: the wealth behind the World Cup
As you read this, the whole world - bar large swathes of the US population, who still view football, or soccer, as a minority sport - will be gripped to their TV sets, computers and radios, following the opening group stages of the 2006 FIFA World Cup in Germany. While non-football fans probably view this as one of the longest, most tedious months ever, with wall-to-wall media exposure ranging from acres of