While the term “reaching out” has infected our vernacular, “reach”, the keystone of communications, appears to be taking a back seat to less meaningful measures, namely “impacts”, “impressions” or “views”. This a key observation from the bulk of new business media pitches we have managed over the last 12 months. By way of example, Enth Degree recently witnessed an agency spruiking the superiority of their strategy, rejecting television for an online only communications plan. To paraphrase the agency: “A $1m spend on linear televison would only be enough to secure a 5-week burst of approximately 45% 1+ reach across television nationally. A $1m spend on YouTube would generate … Continue reading Reaching Out?