Media today is fragmented and is becoming even more fragmented each day. As a result, consumers rarely spend the enough time around one medium to receive the same repetition from your message that they would have just a few years ago. If you want to consistently reach them and convert them into revenue producing consumers, you'll need to target them across multiple mediums. Keep in mind that there is a delicate balance in doing this. It is just as ineffective to spread your message across too many mediums as it is to focus on just one medium.
