By definition, each of the heavy/light television/print media user groups constitute 20% of the population. If television viewing was an activity that is independent of magazine reading, then the four combinations would each be 20% x 20% = 4% of the population. In practice, we find these frequencies from the MARS study:
Heavy television/heavy print: 4.8%
Heavy television/light print: 3.2%
Light television/heavy print: 3.1%
Light television/light print: 5.3%
http://www.zonalatina.com/Zldata217.htm

--------------------------------------------------
Note added at 2 hrs (2012-09-06 01:07:45 GMT)
--------------------------------------------------

Poniżej jednak w znaczeniu "prasa" (ogólnie).

If you're an old school thinker and want to appeal to the old school demographics then you're going to want to launch with a heavy print, radio and TV marketing blitz. Put ads in your local newspapers, write up a radio jingle and shoot a TV commercial.
http://www.gringomask.com/Launching_Ideas.asp