Disclosure: I will be chairing a session at the asi Conference in November, mentioned here 

There has been much ‘end of an era’ talk in the UK this last week for obvious reasons. We also have a new Government which from early evidence seems to believe in ideological change-for-change’s sake, whatever the evidence from the past. 

“How did you go bankrupt?” Bill asked. “Two ways,” Mike said. “Gradually, then suddenly.”  Ernest Hemingway ‘The Sun Also Rises’.

Or, to put it another way, change happens slowly, then all at once.

The concept of reach is having something of a moment. It seems as if when challenged on metrics like impressions or ratings, many practitioners, who surely should know better start pivoting towards reach.