Resolve to Grow Smarter This Year; Establish Fundamental Steps Early to Meet New Goals and...

Byline: Mark Dominiak Special to TelevisionWeek

Given that it is the first week of the year, let's resolve as media people to raise the bar on our media efforts in 2006.

And as part of that resolution, let's not pigeon-hole our thinking into only the quantitative aspects of media plans. The simpler things we can do to fulfill our new resolution are those that shave a few pennies off of a cost per thousand or that tweak a daypart mix to increase frequency by a significant margin.

Yet simple things aren't necessarily the things that will reap the bi