Multiplatform audience measurement

Displacement effect --

• Is it important? 
• Different approaches
• Medium-centric (The more time spent on medium A, the less time spent on medium B)
• User-centric (The more time spent on medium A to fulfill some needs, the more time spent on functionally similar media)
• How to measure it?
• Direct question (Are you spending more or less time on medium A because of medium B?)
• Absolute time (w/o considering overall media budget)
• Relative time
• Likert Scale (e.g., frequency of use)
• Longitudinal data (e.g., Brown sisters -- 40 years of photo data and how the NYT promoted the story on social media)
• How different measures lead to different conclusions?
• Exercise: Mobile news

Multiplatform news consumption --

• Getting complicated (see Niesen's new approach to multiplatform TV consumption)
• The repertoire approach (TV channels, Websites, cross-media media use for specific needs)

Beyond use, what other variables are of interest?