TY - JOUR T1 - Cracking the Cross-Media Code JF - Journal of Advertising Research JO - J Advert Res SP - 125 LP - 136 DO - 10.2501/S0021849910091294 VL - 50 IS - 2 AU - Glenn Enoch AU - Kelly Johnson Y1 - 2010/06/01 UR - http://www.journalofadvertisingresearch.com/content/50/2/125.abstract N2 - ESPN Research + Analytics has developed seven basic concepts of cross-media research and behavior by examining behavioral cells of users and usage. They found that the heavier user of one medium tends to be a heavier user of other media. Crossmedia usage is not a zero-sum game—rather, the media pie is growing because of “new markets of time.” While earlier speculation focused on convergence, time spent using more than one medium at a time is limited. Media users are using different media platforms at different times and in different places for different purposes—the best available screen for their location. ER -