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Category Archives: The IRR of crossmedia; Impact, Risk and Return

In this category we take a critical look at the field of media metrics. We think that when you measure a world that no longer exist, you will get information that has no meaning. Moving from a focus on classic media metrics such as reach to a focus on relevance. Generating meaningful user relations and exposing them. Good crossmedia concepts balance Impact, Risk and Reward. What is your ambition?

Susan Boyle, how traditional media clash on social media reality

By admin | Published: April 27, 2009

susan boyle, spreading, crossmedia design process, embeddable player NPO, introductory level

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Why focusing on reach is harming you to get to your goal; becoming relevant!

By admin | Published: May 28, 2008

In 1997, the old days, even before the internet bubble burst (yes I was on the scene already) I once, being a serious telecommunication consultant, had to write my input for a greenpaper on telecommunication and media for the OPTA. To give a north star I just wrote down some simple statements. One of them [...]

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