Abstract:

The essence of the Media Multiplier concept is that the combination of print and television advertising does a better job for the advertiser than the use of television on its own. This paper is divided into 4 parts. In the first part I discuss the Multiplier concept and explain why no fewer than 20 publishers and publisher organisations from 14 countries around the world have come together to promote it. Plus one far-sighted advertising agency. In the second part I concentrate on one aspect of the research evidence which supports the Multiplier proposition, in order to emphasise the need to understand very clearly the strengths, and weaknesses, of the supporting material. The third and fourth parts look to the future. In the third part I spend a little time describing two significant changes which are taking place in the media market, as far as research is concerned, while I conclude by attempting to bring all this together by outlining a research strategy which publishers who agree the need to expand the size of the print medium might like to consider. It is a strategy which will last them until end of the century.