Fusion – can magazines be equal players in a fused database?

Fusion has just begun to be considered as a methodology for multimedia comparisons in the US. LWR has created a Fusion Laboratory supported by eight participants representing all aspects of the media business. How fusion is conducted will have a dramatic impact on media planning and buying. Magazines should be on an equal footing with TV in any fused database. One of the methodologies being developed and tested by The Fusion Lab maintains the full sample from both MRI and NTI databases being fused. This methodology, Full Sample Fusion ensures that the magazines maintain the full sample, thus keeping the magazine audience and duplication patterns unchanged and the robust product usage and lifestyle data intact. This new approach to fusion potentially assures magazines an equal footing in this new integrated media environment.

Download Paper (PDF)