Unearthing TURF
Michael Lieberman
Over the past few years the use of 'totally unduplicated reach and frequency' (TURF) analysis has grown and become en vogue. In fact, this useful, powerful technique has grown in sophistication, developing into more and more advanced applications than were originally envisioned when the technique first emerged in the 1970s.
TURF is often used to answer such questions as:
'Of the 50 magazines on my list, which combination of five has the largest readership?'
'I have a budget of $10,000 – what are the optimal media outlets I could buy in?'
'What kind of market share...