Magazines can improve the continuity of advertising by filling in gaps in television schedules.
Magazines can compensate for television s inadequate coverage of light viewers.
Magazines can express the brand s creative strategy in a way that television cannot by telling a longer story, thus appealing to the better educated, more literate light viewers of television. The symposium was initiated as part of Telmar s 30 th anniversary. However, an advertising campaign does not only comprise the physical advertisement, but also the media scheduling behind it and one of the very real current debates is the frequency of which an advertisement should be exposed to people. It deals primarily with reach and while it can t do what planning has to do, it exposes many things planning should be doing better and that may be the biggest benefit. Copies of the papers presented at the symposium are available through Telmar s Web site.