Cracking the cross-media code: Using single-source measures to examine media cannibalization and convergence

An analysis of cross-media research from ESPN, a US sports network. The paper argues that much more about cross-media behavior can be understood than is commonly believed.

Cracking the cross-media code: Using single-source measures to examine media cannibalization and convergence

Glenn Epoch and Kelly JohnsonESPN

The media community faces many challenges as consumers adopt new media behaviors. Who are the groups engaging in digital media? How much has behavior really changed in the past few years? Is there such a thing as "cannibalization" or can new media and traditional media co-exist? Is the consumer's attention so divided by media multi-tasking that ad effectiveness is compromised? Do we need new metrics to measure this new behavior? Is media use a zero-sum game or can the...

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