Trash And Treasures Of Duplication
Cross media synergy prospects from Arbitron's portable people meters (PPM)
Roberta M. McConochieArbitron Inc. andBeth UyencoOMD USA-Midwest
Introduction
The pace of change in media and consumer lifestyles far surpasses the development of industry tools for media measurement and for planning. On the media side, the average household in the United States today receives over 70 television channels, in contrast to the three delivered at the birth of television in the 1950s. The portion of total channels actually viewed on the base of those delivered in an average week has dwindled from...