Marketers have become increasingly aware of the implications of a changing media landscape. For example, continuing media fragmentation means that a more complex array of media plans are possible. Given that some media plans will be much more successful than others at engaging with consumers and delivering marketing profitability, marketers want to know how to increase the odds of finding the optimal media mix to achieve marketing success.

To better understand the way media work together and the respective roles and effectiveness of each medium in motivating people to purchase products and services, Magazine Publishers of America (MPA) asked the research and consulting firm Marketing Evolution to examine existing cross-media accountability results and report its findings. Marketing Evolution was chosen because of their:

• Database size Marketing Evolution’s database includes a large number of studies that measure the impact of TV, magazines and the Internet on advertising results.

• Comprehensive view Marketing Evolution tracks the full range of consumer attitudinal and behavioral shifts in the purchase decision-making process by medium to calculate return on marketing investment and determine optimal media mix. Marketing Evolution uses an award-winning* proprietary cross-media measurement approach that they call “Return On Marketing Objective” (ROMO).

• Objectivity The majority of Marketing Evolution’s work is commissioned by leading advertisers who seek to understand the role of each medium and opportunities to improve the ROI of their marketing investments. The analysis, therefore, is independent—MPA was not involved in the design, implementation, analysis or funding of any of the 20 studies included in this report.