Personal probability for print in a multimedia environment

John Ehrenhofler, Amy Betz and Caryn Klein

Planning in a multimedia environment has been a huge topic of debate. Service providers, agencies, advertisers and the media have all been challenged with developing the 'best' tools to understand the optimal mix of media.

Personal Probability For Print in a Multimedia Environment

Caryn KleinTime Inc., United States

John EhrenhoflerIMS, United States

Amy BetzIMS, United States

Time Inc.'s focus over the last two years has been to understand print in a multimedia environment, and therefore has partnered with IMS to understand the systems, models, and approaches in reach and frequency analysis, with the ultimate goal of determining whether the adoption of the personal probability model could be viable for Time Inc.

This paper attempts to offer a perspective on the differences between the various models and to share any insight gained from...

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