Personal Probability For Print in a Multimedia Environment
Caryn KleinTime Inc., United States
John EhrenhoflerIMS, United States
Amy BetzIMS, United States
Time Inc.'s focus over the last two years has been to understand print in a multimedia environment, and therefore has partnered with IMS to understand the systems, models, and approaches in reach and frequency analysis, with the ultimate goal of determining whether the adoption of the personal probability model could be viable for Time Inc.
This paper attempts to offer a perspective on the differences between the various models and to share any insight gained from...