If there is one field of research where misunderstandings are plentiful, than it is in the field of multi-media A.I.R. research intended for the media planning function. The basic problem is that a medium has to tell its prospective customers, what they are buying in terms of audiences. In this respect audience research is the prime responsability of media. Users have of course a major stake in the whole matter and under users fall a large category of people on the demand side.