The future is in integrated media functions. The cost of media will continue to head north and the audiences opposite direction. It’s becoming pricier to reach each consumer. Cross media planning gives the advertiser the ability to reach a wider audience at lower CPM (cost per thousand). Larger companies with fatter advertising budgets may scorn at it but essentially the smaller businesses will greatly benefit from it.

Take the example of a Straits Times full page advertisement costing $17,928 Run-on-page on a Mon-Wed. Estimated circulation of 365,000 and a readership of about 1.4 million.

Compare this to a cross media campaign of TV + Print + Online + Outdoor + Radio that stretches for 2 or 4 weeks - for the same price (including production work on all platforms)

Some would say we need to focus on the targeted audience. Yes, i do agree in that statement - if it was 10 years ago. Consumers are clever and very dynamic. The same consumer we are reaching out is now consuming outdoor, tv, online, radio and other forms of media in smaller bites. People generally are like windows operating systems, multi-tasking and spending little time on singular things. When was the last time you spent quality time reading through a newspaper?