Goodbye to frequency; hello to engagement?

Frequency of message has been, for many years, a foundation of selling magazine advertising. But, as Paul Parton points out in the May issue of Media (Media Post):

"Frequency suggests that you can create successful communications by simply beating people over the head with the same idea."

But, he goes on, that doesn't mean that the new buzzword 'engagement' is much of a substitute because "engagement in the context of media and advertising is a very nuanced idea."