recency

• Audience & Media Measurement
• Article

Revisit Erwin Ephron's Enduring Lessons for Media and Marketing in this eBook

• ARF

This eBook tribute to Erwin Ephron, compiled by the ARF, revives over 150 of his iconic newsletters—each reinterpreted through a modern lens using AI. Known as the “father of recency theory,” Erwin championed simple truths in media and advertising, transforming industry paradigms. His timeless observations, from reach versus frequency to engagement confusion, remain strikingly relevant in today’s digital, data-heavy marketing landscape.

• Article

WOW! The Wit and Wisdom of Erwin Ephron

• Article

ARF KC CRR: Creative and Media Balance

• Article

Where the Rubber Meets the Sky: Project Apollo Promises a New Look at Media

• Article

The Wit and Wisdom of Erwin Ephron

• Article

Concurrent Track Panel Discussions: FRONTIERS OF MEASURING MEDIA BEHAVIORS

• Article

Not All Frequency is Created Equal

• Article

EEDA Demystification Award