Reach can be defined in many ways. One of those ways is making sure you cover the “entire” marketplace. In examining one of our client’s customer files – a major distributor of products in one state – we asked ourselves: how is the coverage by magazines in that state compared to this customer’s file? We pulled all the BPA Worldwide(SM) statements from the four leading trade journals and added up the circulation: it did not equal 30% of the customer’s file. We then asked, “What are we buying when we recommend advertising in those magazines?” In other words, we got a really new picture of what “reach” actually means! This is only one example of how we redefine marketing processes and words and make them work for – not against – our clients.