Janus Strategies and Insights
Research Veteran Shimmel On The Difficulty Of Amassing Reach
SAN JUAN, Puerto Rico—If reach is “God’s gift to advertising,” to paraphrase the late media research guru Erwin Ephron, it’s a gift that doesn’t keep on giving, according to Howard Shimmel. “We downplay the importance of being able to plan to optimize reach,” says Shimmel, formerly of Turner Broadcasting. Now the President of consultancy Janus […]