Many in advertising and media believe there are rules. And, where there are rules, invariably there are those who suggest we should break the rules. Recently, at an MFA session, Sophie Price and her EssenceMediacom team called for rule breaking. But what are the rules and what do they mean in the digital world?

When we think about audience reach and viewing patterns, we might typically assume that those who go to the trouble and expense of subscribing will view subscription titles often. Even that they’ll view every issue and scan a majority of the content sections (news, reviews, etc). However, for a weekly digital magazine, we found that whilst subscribers viewed the title at least once, only one-third read the title week to week. Over a three-month period, only 1% viewed every issue. This says something about........

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