In our second edition of Intermedia Dimensions, our focus is increasingly on qualitative studies, particularly those related to audience involvement and/or “engagement.” Many new articles are directed primarily at media planners, designed to stimulate thinking on critical issues such as timing, demographic targeting, and ROI research and its implications; in other words, to help them hone their skills as media strategists.

Today’s media planner needs to come up with a media mix that uses engaging media combinations designed to work together in a supportive manner to register the advertiser’s ad message effectively to the right kinds of consumers when they are in the right frame of mind. It is no longer acceptable to continue to develop any media plan—whether client-mandated or agency driven—that employs a single dominant medium to pound away at consumers with overbearing redundancy. Our hope is that Intermedia Dimensions will help advertisers and agencies to see this more clearly.

Published February 2008; 172 pages