Life With Print—Sustainability in the Media Mix

01/2010
The Printed World

What is the Media Mix? The media mix represents the growing number of channels available to marketeers, encompassing on and off line media. Though audiences are now more fragmented, the combination of “old” and “new” channels offers innovative ways of delivering ever-more targeted and effective messages. Getting the right balance will ensure that you achieve communication fundamentals: the right message; at the right time; to the right audience; and delivered using the right medium. What is Sustainability? Sustainability is a word that is being heard more and more, particularly in business. But before we can implement it within the media mix, we have to understand it.