Cross-Media Services — Getting Results that Count

In its fullest conception, cross-media means coordinating a marketer’s efforts across all media—print (all forms, not just direct mail), television, radio, online, outdoor media, etc.—for consistent messaging and so each individual component can leverage and reinforce the others. In theory, that might lead to one company doing all of the production work. It’s more likely, though, that multiple parties come together at the concept and creative stages to craft an integrated campaign; then the individual parts can be executed separately.