Abstract:

The character of media research is undergoing substantial change. The development and maturation of innovative tools and techniques contribute to this change, as does the emergence of the Internet as an alternative media option. From the perspective of one media type, print, this work examines some of the implications of two of these tools and techniques, in particular multi-media reach/frequency optimization and data fusion. Further, the consequences for traditional print of the inclusion of Internet media vehicles in multi-media reach/frequency optimization are explored.