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Editorial: Another Unsolved Problem.
THE LEAD ARTICLE in this issue (Lynch and Stipp) touches an important area in media selection. Media people have always known that the selection of a medium or a program is a complex issue. Yet, because of the crude instruments available to them, selection was usually based on region, age, gender. (This, of course, was less true of print media.) Now more sophisticated demographics are available. However, the "qualitative factors," as Lynch and Stipp call them, have been essentially either unavailable or not used. We hope that this article opens the media field even more.
Even though Lynch and Stipp have opened the door, a vast area in media selection remains in question. That is the problem of cross-media comparison. We remember a press release a good number of years ago from the Radio Advertising Bureau; it claimed that the impact of a "good" radio commercial was about two-thirds that of a similar TV commercial. There has been some other work, mostly not too helpful.
Several key questions remain unanswered. Beyond reach and frequency, what is the impact of a commercial in one medium with an advertisement in another? What do we mean by "impact"? What are the real ...
- Double Helix seeking funds to begin FM radio station. (company profile)
- Magazine article from: St. Louis Business Journal Eubanks, Ben June 9, 1986 700+ words
Double Helix seeking funds to begin FM radio station Double Helix Corp. has begun local fund raising to raise money...profit community organization to own a station. Double Helix was formed in 1971 by persons involved in radio station...
- I.C.G. Leverages Wireless Digital Signage at Double Helix Wine Bar.
- Magazine article from: Entertainment Close-up June 4, 2009 700+ words
...deployed a wireless digital signage network in the Double Helix Wine Bar. The Double Helix Wine Bar has been open since The Shoppes at...Nisi, co-founder and managing partner of Double Helix, was looking for a solution that would draw...
- London-Based Double Helix Consulting Launches US Division for Strategic...
- Press release article from: PR Newswire January 26, 2009 700+ words
...LONDON, Jan. 26 /PRNewswire/ -- Double Helix Consulting US (DHC US), headed by...the new business, Drew commented "Double Helix Consulting US offers a premier set of...Based in the greater New York area, Double Helix Consulting US joins Double Helix Consulting...
- Soldier of Fortune(R) II: Double Helix for the Xbox Infiltrates Retail Outlets...
- Press release article from: PR Newswire June 24, 2003 700+ words
...game, Soldier of Fortune(R) II: Double Helix, for the Xbox(R) video game system...player combat. Soldier of Fortune II: Double Helix for the Xbox is currently available...firepower of Soldier of Fortune II: Double Helix can now be enjoyed by a whole new audience...
- Double Helix Appoints Ann Stuchiner Vice President of US Consulting Division.
- Press release article from: PR Newswire March 30, 2009 700+ words
...Y., March 30 /PRNewswire/ -- Double Helix Consulting US, a division of London-based Double Helix Development group, today announced...NY91277LOGO ) Drew Baker, President of Double Helix Consulting US, commented, "Ann complements...
- New Double Helix stores QuickTime. (Odesta Corp. announces Double...
- Magazine article from: MacWEEK January 27, 1992 700+ words
...Corp. is readying a new version of Double Helix designed for multimedia databases. Due next month for $995, Double Helix/Multimedia will let users store...language to support the new datatypes. Double Helix itself will not play the movies...
- New Double Helix includes client/server version; Odesta says some functions 800...
- Magazine article from: MacWEEK Gore, Andrew April 2, 1991 700+ words
...date for its long-awaited update to Double Helix. Version 3.5 of the icon-based...clients. Previously, the multi-user Double Helix, packaged with four client licenses...include multithreading, an extension of Double Helix's multitasking design that allows...
- Double helix double take.(Notebook)
- Magazine article from: The Scientist Ganguli, Ishani October 24, 2005 700+ words
...him in the 1987 film The Race for the Double Helix. "I thought he was unpleasant...scientist in his uninhibited 1968 memoir The Double Helix, written 10 years after Franklin...structure. Finally, Crick calls The Double Helix "a contemptible pack of damn nonsense...
- Deceptive nebulous apparition? The double helix at the center of the...
- Magazine article from: Natural History Liu, Charles July 1, 2006 700+ words
...have dubbed one recent discovery the Double Helix Nebula. That object, a coiling jet...of dusty gas. Even without a glowing double helix sticking out of it, the galactic center...supermassive black hole. How does the Double Helix Nebula fit into this picture? Well...
- Odesta launches new Double Helix support program. (Tech-Connect; One-minute...
- Magazine article from: MacWEEK March 13, 1990 700+ words
Odesta launches new Double Helix support program Northbrook, Ill...support service for users of its Double Helix database program. Called Tech...book "Database Management With Double Helix 3.0." New buyers of the program...