Imagine determining what the correct mix of programming was for a television network. Imagine determining the most lucrative advertising positions in a newspaper. Predictive Systems allows for a media organization to maximize its revenue base by examining readership and measurement dynamics. Media executives (print, TV, radio, ad- agency) can uncover the optimal sequence of shows and advertising against the competition. Whether conducted interactively "live" or back ended through corresponding web sites and portals, Predictive Systems delivers consumer preferences based on data collected through readers who are simple interacting via the web or interactive TV, as they normally would. Print media can increase advertising revenue substantially by knowing what ads are viewed first. TV programming can benefit greatly by knowing what is the best position slot for the show to solidify the quickest return. Savvy media executives can determine what program is most likely to be viewed, but know when a viewer is most likely to change channels. Modifying programming and advertising placement to consumer preferences is part of the dynamics uncovered by software developed by Predictive Systems.