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...