Advertising Age Article Abstract
Counting to Infinity: Why Media Need More Analytics
As Brands Face Boundless Competition, Numbers Are Key to Making Most of Pay Systems
Scarcity was fine for old media products when there was only so much space in the paper or so much airtime for broadcasters to sell. But where news and entertainment brands once sold boundaries -- finite ad availabilities neatly packaged into newspapers, magazines and appointment TV -- they're now facing boundless competition. And no tactic, no matter how smart, is going to work without analytics. Ken Doctor, a news industry analyst for Outsell, explains. ...