The media industry is one of the most competitive businesses in the world and many new print publications, websites and other digital titles are launched on to the market each year. The sector seeks to identify new trends that may present the commercial opportunity to launch titles that will attract readers or visitors and generate advertising revenue. In order to develop titles. media companies undertake research into potential markeis and busiuess areas. They will react to changes in consumer behaviour. such as the increase in downloadiog and growing interest in environmental concerns. Social trends and cultural interests have traditionally been supported by media titles; for example. gardening titles now present growing vegetables as a green lifestyle activity. The business sector also presents opportunities to launch new business-to-business (B2B) titles that cover a wide range of areas such as management, manufacturing, marketing and services.