The new math of media.

Some of the old formulas are changing. And the process isn't likely to stop any time soon.

Media formulas that once seemed to be carved in granite aren't so rigid anymore. There are two main reasons for this new flexibility:

The formulas change because the world is changing. Household composition, free time, disposable income, media usage and a lot more are in flux. The new numbers reflect the new realities.

Research is better and more accurate. We can measure more factors and measure them in far greater detail than ever before. Better data has led to a better understanding of what works and how it works.

The operative concept is not that formulas have changed, but that they are changing. And they're going to keep changing as the world in which we market changes, and as companies become more proficient at linking marketing and communications efforts and expenditures to outcomes.

So what's changing?