"Lies, damned lies, and statistics," is a popular phrase attributed to Benjamin Disraeli by Mark Twain. My degree is in history, a subject I've had a passion for all my life. This remark by this most colorful of Victorian British prime ministers highlights an essential aspect of history -- those that drive the agenda control the agenda. Thus history is, for the majority, whatever those capable of doing so want it to be.

First, and perhaps most painfully, I'd like to confess that I've been covering media and marketing research for nearly 30 years. And no, I didn't begin covering it in grade school. Secondly, I have to admit that even after all that time, I really don't know much about research. But why am I telling you this? More importantly, why should you care?

It is well accepted in the industry that all media are additive. Adding a second medium not only increases reach, it increases frequency against the first medium. In addition to increasing frequency across the board, adding a second medium makes the first medium more effective. We see this in the online marketplace through increases in click-through rates, view-through rates and other factors. It always happens.