Redefining Reach: A New Lens for an Old Media Metric

As more retailers embrace the concept of marketing at retail, an interesting phenomenon I’ve recently witnessed is that of old school media planners struggling to include the store as a media. Invariably, the one place they get truly hung up is defining “reach” within the store.

Lets start with some media definitions. Wikipedia defines the word reach when associated with advertising as “a measure of the size of an audience”. GRP (short for Gross Rating Point) is how the industry measures reach by a specific media vehicle or schedule. And, the CPM is how they represent the cost to reach 1,000 people within that specific media vehicle.
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