RT Journal Article
SR Electronic
T1 Cracking the Cross-Media Code
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 125
OP 136
DO 10.2501/S0021849910091294
VO 50
IS 2
A1 Glenn Enoch
A1 Kelly Johnson
YR 2010
UL http://www.journalofadvertisingresearch.com/content/50/2/125.abstract
AB 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.