Plan weekly, accumulate optimally. Three scenarios

The authors recently analyzed the audience delivery and efficiency patterns of selected schedules for three different client planning scenarios.

Plan Weekly, Accumulate Optimally

Three Scenarios

Craig GugelWorldwide Analytics & Strategy, Interactive Market Systems, Inc., United States

Beth UyencoU.S. Director of Strategic Research & Analysis, OMD, United States

“Take the course opposite to custom and you will almost always do well.” Jean-Jacques Rousseau

For several years now, magazines seem to have adopted a position as a quiet medium. Agency media professionals have long preferred planning magazine campaigns for a number of reasons, not the least of which is that readership data have been relatively consistent across time as compared to those for electronic media. However, magazines have...

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