Beyond reach: a quality metric for media

This article discusses some new approaches to multi-media research which attempt to assess the emotional value of media contacts over and above their reach.

Beyond reach: a quality metric for media

Jo Rigby and Erminia Blackden

In today's rapidly fragmenting media world, the media industry is still addicted to counting heads. 'How many and for how long?' is the currency that has grown to fit the industry like a comfy pair of slippers. It's hard to drop old habits but maybe we need to say 'yes' to a bit of rehab and begin to develop new habits more appropriate for brand communications in today's media landscape.

While reach will always be important, we need to be creating new dimensions to complement and...

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