Plan Weekly, Accumulate Optimally
Three Scenarios
Craig GugelWorldwide Analytics & Strategy, Interactive Market Systems, Inc., United States
Beth UyencoU.S. Director of Strategic Research & Analysis, OMD, United States
“Take the course opposite to custom and you will almost always do well.” Jean-Jacques Rousseau
For several years now, magazines seem to have adopted a position as a quiet medium. Agency media professionals have long preferred planning magazine campaigns for a number of reasons, not the least of which is that readership data have been relatively consistent across time as compared to those for electronic media. However, magazines have...