ABSTRACT
Every profession has the responsibility to formulate methods for assessing the performance of its members. And these professionals themselves must understand and apply those methods to their own works as well as to the works of their colleagues and competitors. This is no less true in the media profession. Similarly, every consumer is faced with the need to evaluate and choose from a wide array of competing products and services. And this is particularly true in coping with the ever expanding number of media “products” that strive for that consumer’s attention and participation.
