While there's a lot of talk about integration, what media planners really need is a sense of the tasks that must be performed. In the next few pages I'll be walking you through how to integrate online with cable television, and vice versa.
During the bubble -- and right before the pop! -- integration of media channels had the bigger media companies talking and publishers struggling to deliver-- integration with print, TV and cable, or even integration with other web properties.
Although people talked a lot, they did little and the fad waned. Today, integration is back as both a catch-phrase and a sales slogan. Media companies tout it; clients want it.
Here's how to do it.
