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Why Cross Media Planning Matters ' A Focus Group of One

I recently went on a short non business trip to London to see my sister and her new baby sans my teens.  No kids... what to do with all the downtime? I decided that I was going to leave my laptop home and use my iPad, so I downloaded my free Pride and Prejudice, paid for Gladwell's The Outlier and added the Glamour magazine app for the trip. I didn't go totally digital though - I couldn't leave for a flight without my newly arrived business mags as well. During my flight over, I finally had time to catch up on the week's news with The Week and Fortune's 40 under 40 (sadly I didn't make the list). Actually, I'm sure Gladwell will say, it's because most of the ones on the list were all born between 1971-76 and spent 10,000 hours doing something special that gave them their success.  The few others who do not fall in that range were outliers. As expected, with the time difference I was wide awake at 1am London time and nothing to do except watch NCIS on iTV, engage in 'Poke war'? on FB with my teens, texting them on my day's events, and researching online this new interesting mila seed.  This was pretty much my routine the couple nights I was there. I know, I'm in London and really, I'm excited about facebooking and browsing on the iPad?  Yes! And if the iPad had a camera so I could skype with my kids, take pictures or video the new baby I would be even more excited.  And boy do I wish the publishers would stop using flash on their website design and plan for the mobile web browsing experience! I realized on my trip why I continue to support traditional media channels for my clients and why I love digital media. I truly enjoy reading magazines, ripping out articles to save for later, watching my favorite TV shows ' and even abroad I can stay connected with my loved ones anywhere and anytime. Consumers learn to embrace new digital channels without dropping the old comfortable media.  By the way, I never got around to the glamour app, I wonder if I bought the magazine, would I have leafed through it??

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