Measuring traditional media: It’s not about reach, it’s about conversions

If you pay hundreds, or even thousands of dollars for a piece of equipment, you want to know it works and whether it represents good value for the money. For example, if you purchase a wood splitter. You want to know that it will produce X amount of firewood in X amount of time with X amount of effort. That’s how you measure the success and value of your purchase. So why do so many organizations and businesses simply wing it when it comes to traditional advertising in newspapers and radio? […]