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Not so fast ... Which medium delivers critical mass?

January 5, 2009

Analysis of:The Internet's Cool, But TV Remains Ad King | www.informationweek.com

Misconceptions abound regarding TV's penetration, when in fact TV ads are delivered on an extremely fragmented and segmented playing field. Key is to find the medium that delivers the largest share of the audience you seek, then to repeat your message in / on that medium as often as you can afford to achieve the desired reach and frequency of your targeted audience.

Reports of death greatly exaggerated …

August 3, 2007

Analysis of:Media companies notice the sexiness of business news | www.usatoday.com

A closer or perhaps an inside look is required when considering the current fate of the newspaper / media segment. While newspapers are routinely critical of their own efforts, with the same level of routine they neglect to inform about their position of dominance despite dips in circulation. Aggregated or layered portfolios clearly indicate that no other medium has the potential to reach more. Always, consider things in context. Even if you're not a media company.

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