Power of magazines vs. tv and internet

This paper is about multimedia synergy. Simply stated the 1+1=3 or more effect. In the practice of media planning and media
research synergy in multimedia communications is considered to be an important phenomenon, but the theory and explanations
behind synergy seem not very well understood. So in the theoretical part six theories are described. In the second part of the
paper we move to the empirical part. In the Netherlands, the association of Dutch magazine publishers (NUV) tries to
demonstrate the power of magazines in multimedia schedules with other media (more specific television and online). For that
purpose, the Media Observer instrument is used which shows the relation between exposure to the various media and advertising
effects. In several case studies the synergy effect between print and other media can be shown. Especially the combined choice
of print and internet seems to be an underused tool.


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