From the editor: 360° channel planning
This month's Admap Focus addresses the challenges and opportunities posed by the changing face of channel (or media) planning. Today, media planning is not just about reaching consumers efficiently at the right time of day in the right environment. First, you have to locate the audience. And that is no easy task. These days, the audience is less likely to be found on one of the main terrestrial TV channels, watching a blockbuster show. For every X-Factor and American Idolthere are a hundred smaller fry...