Personal Probability For Print in a Multimedia Environment

Caryn Klein
Time Inc., United States

John Ehrenhofler
IMS, United States

Amy Betz
IMS, 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 the many schedule analyses we have performed. Examined were the Personal Probability model and other industry accepted models such as IMS Modal and Metheringham, to better understand the benefits and limitations of adopting the Personal Probability model for evaluating reach and frequency.