Media Planning - From Recency to Engagement

Erwin was an industry visionary. Not only does he deliver a clear and concise roadmap for the media industry, but he does it in a fun read. You can't work in this business and not read this book.Dave Morgan

Erwin Ephron was the best and I was lucky to take a Master Class from him years ago.

The dude was pretty smart. Why don't we listen?

An absolute must for any serious person in advertising working on media and research. While the original publish date may have its age, the material, insights, and general advice is still quite sound.