Broad Reach, Misunderstood

Two Theories, One Term, and How Marketers Get It Wrong. Inspired by Alice Salisbury

Introduction

“Broad Reach” has become a fixture in marketing discussions, especially when brand teams face pressure to grow. It is cited in boardrooms, briefs, and budgets as a guiding principle for effective advertising. Yet despite its frequency of use, the term is often misunderstood. More specifically, it is treated as a singular idea representing tw…