PT  - JOURNAL ARTICLE
AU  - Ira Carlin
TI  - A Vision of Media Planning in 2010
AID  - 10.1017/S0021849905050075
DP  - 2005 Mar 01
TA  - Journal of Advertising Research
PG  - 2--4
VI  - 45
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/45/1/2.short
4100  - http://www.journalofadvertisingresearch.com/content/45/1/2.full
SO  - J Advert Res2005 Mar 01; 45
AB  - In this article, Ira Carlin, chairman of MAGNA Global Worldwide, offers a view of how media planning will look in 2010. The author reviews the evolution of media planning, and then looks at how recent and future changes are and will influence it. He believes that media planning will come to embrace metrics in every shape and form, with the fragmentation of media, the atomization of audiences and changing response rates continuing to drive that change.