The basic relationship between reach and business results has "eroded dramatically", Zenith UK chief strategy officer Richard Kirk argues in an opinion piece for The Media Leader. In some cases, this fundamental principle of commercial media no longer exists, the Publicis Groupe media agency has discovered.

Kirk speaks to Omar Oakes about why the relationship between audience reach and an advertiser's sales has broken down, why 'Right Reach' is a better predictor of success, and what this means in practice for media planning and buying.

Read Kirk's Strategy Leaders column: We can better manage media fragmentation by measuring ‘Right Reach’

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Why 'Right Reach' is needed in a fragmented media world - with Zenith UK CSO Richard Kirk