Many media representatives talk about how many potential customers they reach. But reach is only the beginning. Here’s why. Imagine a messenger sent into battle to deliver a critical message to the commander on the field. He reaches the person in charge, but says nothing. Mission accomplished? Not at all. Reach matters, but the message matters far more. You do have to get in front of the right people, but you have to do it in the most effective way, then deliver a message that engages them in a process that ends in a sale.