Answers are grounded in this paper and cite their sources.
A knowledge of the innovator or early buyer's media-exposure characteristics is essental to the new product advertiser. Data are presented which suggest that media vehicles differ dramatically in their ability to selectively reach innovators in each of six broad consumer product categories.
No takes yet. Share an insight, caveat, or question.
John O. Summers (1972) studied this question.
Synapse has enriched 10 related papers. Consider them for comparative context: