Reach Devaluation
Although advertisers increasingly are exploring other metrics, i.e. engagement and reputation, reach still rules -- at least for now. Unfortunately, reach is slowly losing its value as media consumption increasingly moves deeper into the digital realm.
Where in the analog age we might be loyal to a given media brand, today's consumers are far more agnostic. We're more likely to dip into an array of online sources including traditional news sites, blogs and social networks -- and often via search or social networks.
All of this diminishes the entire concept of reach. After all, if a site claims that it reaches millions but they're all just drive-bys, do such figures truly matter? In the years ahead, advertisers will rethink reach and not pay nearly as much for it as they did when they bought media based on a rate base and/or circulation. This will create tremendous disruption for media companies as they have to shift to new ways to prove their value.
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