In the absence of mass media, how can advertisers reach the consumers they want to influence?
We’re trying to figure out which combination of media is best to deliver a message. A person is much more than a demographic. We have to imagine what this person is all about, and which media he or she is most likely to use. That’s very different from thinking: I’m going to buy television; now which program should I buy? or I’m going to buy radio, what should I be buying? With so many different elements affecting consumers today, how can you identify the best media to reach them? It’s not easy. We’ve told the satellite radio broadcasters, We know we can’t buy your non-commercial programming channels. But when they’re not listening to your non-commercial channels, where do they go? Do they like rock music or alternative? Do they like ESPN? How can I reach listeners when they go to a commercial channel for information or traffic or weather? Is radio easier to buy than in the past? Radio is not difficult to buy, because technology has helped us. Electronic Data Interchange (EDI) is a big
