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Media Guru

Guru Search Results: 203 matches were found

Tuesday, November 12, 2002 #5609
Media Guru, I need to find out the estimated ad rates for specific television shows (such as Everybody Loves Raymond, CSI, and others)for my class. Where can I find this information?

The Media Guru Answers(Tuesday, November 12, 2002 ):
Rates for these programs vary a lot depending on how they are purchase. A giant advertiser buying $200 million worth of a network's time for 50 brands for the entire season might pay less than half as much as a small company buying for one brand for one quarter. The trade media, like Ad Age genrally report some averages.


Saturday, November 02, 2002 #5593
online ad rates

The Media Guru Answers(Wednesday, November 06, 2002 ):
Services like @ Plan can find you sites. rates vary too much from site to site and from negotiablilty for any general guide to be really useful.

Ad Resource offers a somewhat outdated guide.


Thursday, October 24, 2002 #5579
Media Director with a mid-sized agency that frequently competes with "the big dogs" wants opinion on pitching new business on "lower rates" ("We can negotiate 20% off rate card," "We have buying power," etc). Is this a losing argument given our smaller size and today's marketplace (media consolidation, etc.)? What would be a strong alternative pitch?

The Media Guru Answers(Sunday, October 27, 2002 ):
Buying simply by dollar clout is trumped by smarter buying: i.e. the right media for the right price.


Tuesday, October 08, 2002 #5551
How do I find average radio spot rates in the top 10 markets without having to call on individual station reps?

The Media Guru Answers(Tuesday, October 08, 2002 ):
SQAD radio.


Monday, September 09, 2002 #5504
what are the advantages/disadvantages of using radio vs tv by quarter. I know 1st quarter is a good time to be on tv because of lower unit rates and high ratings and 4th q has the highest rates and highest ratings-what about the other quarters? radio in 1st quarter-low rates, ratings? the other quarters?

The Media Guru Answers(Thursday, September 12, 2002 ):
Rates, i.e. cost per unit, relate to demand, which is typically lower in first quarter, especially early in Q1. Some speculate that this is because calendar year planning runs late. In any case, rating fluctaute independently of demand, with Q1 typically highest. Radio is not really seasonal in audience, overall, while individual station shares are can vary due to various factors. See Arbitron's 'Radio Today' 2001


Monday, August 26, 2002 #5485
What is the current pop up controversy? What is a pop ups industry average click-through rate? Why are sites looking into getting rid of this unit? Can you give me some reserach regarding pop us and effectiveness?

The Media Guru Answers(Wednesday, August 28, 2002 ):
Pop-ups are annoying to internet users, because they are more intrusive. They show up over the desired content or if they are so-called pop-unders, remain on screen after the browser closes. They have higher click rates than banner ads, but this may be deceiving, because of the unexpacted, unwanted nature of the unit. Try The Internet Advertising Bureau for research.


Tuesday, June 25, 2002 #5378
Have you heard of anyone selling advertising on CD/DVD labels or the liners of CD's/DVD's? I have an opportunity to buy such and would like to know rate basis and rates, if there are any.

The Media Guru Answers(Sunday, June 30, 2002 ):
The Guru hasn't heard of it. Sounds comparable to outdoor, unless the product is closely linked by topic to the cd/dvd contents. Start with outdoor cpms, in the under $5 range.


Monday, June 24, 2002 #5374
I would like to know if there is a company that sell "last minute" adv spaces with a big discount...for example, adv on a news the day before with -80% of the price...and if the company have an url. Thank you.

The Media Guru Answers(Sunday, June 30, 2002 ):
Remnant sales are more common in print. Click here to see past Guru responses about remenant sales

Sales such as you describe, 80% off in tv news are unlikely. Before giving it away at such prices, broadcasters are more likely to use unsold time as bonus or makegood for regular advertisers. There is the possibility of advising broadcaseter that you will take any unsold time at last minute rates, but this system only works if you obligate yourself to take whatever is offered.


Friday, June 21, 2002 #5370
Other than SQAD, are there any other ways to understand CPP or cable spot rates without a buying history in the market? I've heard two people tell me that SQAD is higher than market averages, but I don't klnow what they are comparing it to. Thanks

The Media Guru Answers(Saturday, June 22, 2002 ):
It has often been cited that SQAD runs "x%" higher than actual. It is important to understand that these statements are usually made in regard to regular, ongoing market buys, by experienced buyers with regular budgets. The SQAD database is an average including various oddities, such as last minute buys against low inventory, buys with no previous experience in the market by a given buyer, small budgets, etc.

SQAD is a very good indicator of cost patterns, i.e. ups and downs, so it is most useful when compared to your experience in a market.

If you believe what you hear, simply approach your buy with a goal 15 or 20 or 25% below SQAD and demand that of the vendors. Some will play ball and some won't.


Wednesday, June 19, 2002 #5364
What are advertising rates for local cable stations in New york

The Media Guru Answers(Saturday, June 22, 2002 ):
What might "local cable stations" mean?

If it's channels programmed by the cable systems, like Time-Warner's NY1 or Cablevision's News 12 / Metro Channels contact them directly. If you mean placing ads market-wide to run in cable networks' local adjacencies, try SpotCable.


Saturday, June 08, 2002 #5339
where can I find radio rates for markets across the country?

The Media Guru Answers(Saturday, June 08, 2002 ):
SQAD


Friday, June 07, 2002 #5335
I'm looking for a resource that compares different mediums of advertising and their effectiveness in the market (cost vs.numbers reached/caipaign success rates), where could I find the name of such a publication the publication.

The Media Guru Answers(Saturday, June 08, 2002 ):
The problem is in defining "campaign success rates." One definition might work in direct response and quite another in a package goods awareness campaign or a political or corporate image campaign.

It is a mistake to compare without considering the standards of succes for the category or without considering the importance of factors beyon the medium itself, like creative, for example.

It is reasonable easy to find media efficiency comparisons, using sources like AMIC's Ad Data area.


Monday, June 03, 2002 #5318
where can i find media rates for new york

The Media Guru Answers(Monday, June 03, 2002 ):
SQAD for radio and tv, visit the individual media for the rest.


Wednesday, May 22, 2002 #5304
The Church I attended is looking into placing a commercial on a Cable Network Station. Please provide me with any low cost media service companies in the Los Angeles area. My Pastor has received rates from AT&T Media Services, however, I'm sure there are other low cost providers.

The Media Guru Answers(Sunday, May 26, 2002 ):
See the yellow pages for cable companies and 'interconnects' serving your churchs' service area. Remember that cost ought to reflect numbers of subscribers and reach of announcements.


Wednesday, May 22, 2002 #5302
I'm doing research for a client regarding national cable ad buys. is there a single source or sources where i can pull data such as ad rates and demograhic profiles?

The Media Guru Answers(Sunday, May 26, 2002 ):
You seem to be looking for cable companies which sell local ad time on their sytems. Try the yellow pages for Los Angeles. You need to find those local to your church's service area. A local "interconnect" which sells time across sevral cable systems might be too broad. Cost ought to be inreation to numbers of subscribers.


Thursday, May 16, 2002 #5288
Hi, do You know of any publishing companies/print media which are using variable advertising pricing according to the reach of the media so that fixed CPT is offered instead of fixed rates? Are there any print media where You can buy GRP-s? If Yes; how is it done? Thanx, Marko!

The Media Guru Answers(Saturday, May 18, 2002 ):
The physical form of print media don't really allow this. You may buy geographic pieces of circulation, demographic editions or A/B (every other copy) splits of the circulation. You seem to want a random placement akin to online.

You can evaluate print media by GRPs but not buy audience chunks this way.


Wednesday, May 01, 2002 #5262
A four part question- It appears that except for premium & movie channels, that an "average" cable HH receives between 30 and 40 "normal" cable networks (A&E, FX, MSNBC, TNT, etc.) that are "ad insertable." Is that a fair assumption? Second part of the question... If the first part is true, then an "average cable HH" still has many additional "ad insertable" channels to watch. Of all these "ad insertable" alternatives, what % of them (Share?) do think you feel these 30 to 40 get? (Yes, I know that the strength of each network varies by day part. So the "load" carried by one of the 30 to 40 varies.) Third part, is this topic too esoteric when trying to understand the power of the normal cable network? And how it affects advertising rates, programming aside? Fourth, what other aspects of the power of "normal" cable networks should I consider when evaluating the ins and outs of investing advertising money on cable?

The Media Guru Answers(Sunday, May 05, 2002 ):
Taking your figure of 30-40 ad-insertable cable networks as correct, that only leaves a small handful of other ad supported channels available to the cable HH:
  • Local broadcast stations carried on the cable system, of which there might be an average of 5 or 6
  • Local cable origination channels with local news, weather, traffic, etc of which there might be 3 or 4.

Depending on daypart, without consulting the latest Nielsen, Guru belives that the 30 or 40 get about 50% of the ad-insertable audience.

THe power of the individual cable network is still small, except within a specific sphere. ESPN is a power in sports, CNN is a power in news.

This relevance to the advertiser and consumer is a key consideration.


Wednesday, May 01, 2002 #5259
Where can I find, or do you publish, an "industry standard" for click through rates. I need a bench mark and I see in various articles that the ctr is rising. What was it, what is it now and where do I find this information?

The Media Guru Answers(Saturday, May 04, 2002 ):
In the earliest days of the web, about 2% was considered the standard. Then research showed that this rate only held for new banners and that by the third exposure, rates declined below 1%. A year or two later, 0.3-0.5% seemd to be the norm. More recently, new and larger ad forms, such as 250x250 squares and 600 pixel tall "skyscrapers" have captured rates more like 2-3%. (See both formats on AMIC's top page).

NUA Internet Surveys will have articles reporting recent data.


Wednesday, April 17, 2002 #5227
I know there's a company that places newspaper ads for remnant/standby rates - I lost their name/etc. Can you help?

The Media Guru Answers(Saturday, April 20, 2002 ):
Try US Newspapers


Thursday, March 28, 2002 #5180
Hey, Media Guru! You're the best. My question is this: what is a typical media rep commission for an advertising rep who sells ad space for a magazine (in other words the magazine doesn't employ its own ad sales people, but employs an outside media representation firm to sell their ads). What is a typical financial arrangement for this kind of thing?

The Media Guru Answers(Saturday, March 30, 2002 ):
It is probably 15-20%, on average, with infinite variation in deals and compensation rates.


Friday, March 22, 2002 #5168
I am trying to find radio CPM/CPP rates by radio station in the Los Angeles area. I have looked at the SQAD data, and it only aggregates the rates for all of LA, and not by station.

The Media Guru Answers(Sunday, March 24, 2002 ):
Market guides, like SQAD, are useful are practical because they follow predictable, broad trends and reflect surveys of recent, actual activity. However, individual stations experience much more variation in audience from quarter to quarter and are much more subject to marketplace forces, varying budgets and inventory pressures. In a market like LA, it is far more difficult than it's worth to track realistic, individual "cost per ___" prices for the many possible demographics.

The only practical solution is to contact and negotiate with the smaller group of stations with which you might actually do business and talk about the one or two demographics in question.

In most cases, you will find that Katz or Interep handle enough stations that one or two contacts cover your needs.


Thursday, March 21, 2002 #5163
In developed media markets, media buying moves from FCT at flat rates (Free Commercial Time- secondages available for airing commercials) to cost per rating points to ? - cost per million?

The Media Guru Answers(Thursday, March 21, 2002 ):
The Guru doesn't quite follow your premises

Let us assume that the US is the epitome of "developed media markets."

There is no process moving from free to CPP to cost per million (or cost per thousand). And how would the term "flat rate" even relate to "free?"

Or did the Guru not understand your question?


Tuesday, March 12, 2002 #5143
are there average click through rates for internet banners, specifically in business to business sites?

The Media Guru Answers(Sunday, March 17, 2002 ):
The bigger ad serving firms, like DoubleClick probably have this sort of data.


Sunday, January 06, 2002 #4979
How can I estimate response rates to ads for a new product in a given region in various media (print and radio primarily) based on known data such as population, reach, etc. I need to make forward projections for marketing budget decisions.

The Media Guru Answers(Sunday, January 06, 2002 ):
There are too many variable with this vaguely stated question. Industry average for comparable products are the only reasonable quide.


Friday, December 21, 2001 #4961
Guru Buddy: Is there a source for ad rates for Internet-only radio stations? I'm trying to determine what typical CPMs are for local and national ads. Even a range would help.

The Media Guru Answers(Friday, December 21, 2001 ):
Check RealNetworks and StreamingMediaWorld.


Wednesday, December 05, 2001 #4928
Guru, how do I calculate a full page ad price if the directory only gives a column inch price? Thank you

The Media Guru Answers(Wednesday, December 05, 2001 ):
The direcory should also give number of column inches or inches and columns per page. Then you can mulitply, but pages are usually priced at some discount vs their column-inch multiple.

It sounds as if you are looking at classified rates, when you want to buy display advertising.


Wednesday, December 05, 2001 #4926
What are five ways media planners can use this site in their work?

The Media Guru Answers(Wednesday, December 05, 2001 ):
Apparently one is isking this question over and over, obviously trying to ge the Guru to do their homework. Last time, the Guru said:
  1. Find rates
  2. Find audiences
  3. Find media sellers and buyers
  4. Find a job
  5. Learn about multicultural markets
  6. Define terms


Tuesday, November 27, 2001 #4910
What are the advertising rates for magazines?

The Media Guru Answers(Tuesday, November 27, 2001 ):
All 11,000?

For a good guide see AMIC's Ad Data area


Monday, November 26, 2001 #4908
Dear Guru! One agency, which is a "gold" client of our TAM Company, asked us for developing procedure of evaluating "zapping factor". From their words the definition of zapping factor is "percentage of average break rating to average rating of 2 last minutes of preceding program". That's not the problem for us and we actually already developed that procedure, but there are some questions we have no answer yet. 1. Is there any other definition of "zapping factor"? Or there is not exact definition at all. 2. What are the reasons of using values of "zapping factor" in media planning? In situation, when only QH ratings are available, this factor could be used to make estimates of break/spot ratings. But we have minute-by-minute audience data (and that's why we can evaluate "zapping factor") so estimation for break/spot ratings could be based on real history. What are another reasons? Thanks in advance for your thoughts! BR, Andriy

The Media Guru Answers(Wednesday, November 28, 2001 ):
"Zapping" has been a term of loose definition for 20 or more years, becoming popular with the growth of cable and remote controls. Generally it refers to channel switching during breaks leading to lower audience for commercials than for the adjacent program.

We agree that the availability of minute-by-minute data obviates the utility of such a factor on a post analysis basis. And, if your planning rates are based on ratings reflecting these data, we are stumped.


Monday, November 26, 2001 #4907
Are there any industry averages for a) click throughs from banners, etc; b) click throughs from ads in opt in e-mail news letters, etc.; and c) conversion rates for users who have clicked through on one of the above proceeding to buy/request/etc (ie to take the action proposed by the original advertisement that was clicked). I realise that there are very many variables, but I'm hoping there are some metrics to help guide a media planning exercise. Thanks.

The Media Guru Answers(Wednesday, November 28, 2001 ):
Consult The Internet Advertising Bureau


Saturday, November 10, 2001 #4874
I need pricing on internet advertising, where do I find it? -messenger

The Media Guru Answers(Monday, November 12, 2001 ):
Ad Resource has some year-old rates, The largest, most general sites' have probably dropped by at least half.


Friday, November 09, 2001 #4873
What is the best way to go about getting rates and demo information for radio in Mexico City? Thank you as always!

The Media Guru Answers(Monday, November 12, 2001 ):
Start searching from the Mexico links of ZonaLatina


Monday, October 29, 2001 #4846
What are five ways that media planners might use this site in thier work??? And what would you say is the definition of share?

The Media Guru Answers(Tuesday, October 30, 2001 ):
  1. Find rates
  2. Find audiences
  3. Find media sellers and buyers
  4. Find a job
  5. Learn about multicultural markets
  6. Define terms

For definitions of terms, go to Media Terms or Go to the Guru Archives Search Engine. Use "share," etc, as your search term.


Wednesday, October 17, 2001 #4800
what is the law regarding political advertising rates for local spot cable tv. i've heard: 1. lowest published rate on the rate card 2.lowest prevailing rate ie rate offered to other advertisers during that period of time.

The Media Guru Answers(Thursday, October 18, 2001 ):
In broadcast, it's the lowest rate sold in the past year. Cable may have different regulations than broadcast. Contact a single rep or vendor whom you might deal with and request a citation of the relvant law.


Monday, October 15, 2001 #4796
Is there any information on audience conversion rates from televison to Internet through advertising or programming methods

The Media Guru Answers(Tuesday, October 16, 2001 ):
Try The Internet Advertising Bureau and TV Bureau of Advertising


Thursday, October 11, 2001 #4779
I need to find information about costs in Spot-tv advertising. I foun all kind of rates and expenditures, but I would like to know how much would it cost me, to place an ad on spot tv. Need information for different geographic areas.

The Media Guru Answers(Monday, October 15, 2001 ):
We offer sample spot costs per point for all 200+ market areas in AMIC's Ad Data area.


Wednesday, October 10, 2001 #4772
I am going to the planning process for a new b2b client at our agency. The client has a very specific audience it is looking to reach, thus buying by the numbers is becoming less of an option than cherry picking programs and flight dates based on the small and very high brow target. Any suggestions on how to request rates without buying on GRP's or CPP? I don't want to get taken on the rates as a result of our obvious interest in very specific programming only. Additionally how do I then prove the buy later since it was bought on a qualitative basis?

The Media Guru Answers(Saturday, October 13, 2001 ):
  • At some point, you preumably are using some sort of numbers to evaluate the presence of your target in program audiences to support your cherry-picking
  • Rates are usually quoted as cost per spot for programs whne you are buying programs, so you can apply whatever numbers you have to compare these programs
  • If your audience is so small and rare in broadcast, perhaps you shouldn't be using broadcast in preference to more selective media
  • Or, if there are a specific network or two which focuses on your target, they may well be prepared to cater to someone buying this target


Tuesday, September 18, 2001 #4722
Hi guru, I suddenly find myself in a position to free-lance in media planning and buying. I've been asked to provide a rate structure i.e., MY hourly rates for planning, buying, stewardship and attending client meetings (different rate levels are assumed for each of these tasks). Can you give me any guidance?

The Media Guru Answers(Wednesday, September 19, 2001 ):
This depends on what the traffic will bear and how much you contribute to the process or how well you present yourself. A person with 5 years of planner/buyer experience will command a different rate than a media director of 25+ years experience. Depending on the project and experience as well as all the above, rates from $25 to $200 per hour are conceivable.


Tuesday, September 04, 2001 #4695
I am doing a research paper for my graduation and need a comparison between different media advertising rates. I need to know cost of advertising per prospect/viewer for Radio/TV/Newspapers/Internet if possible.

The Media Guru Answers(Friday, September 07, 2001 ):
Click here to see past Guru responses regarding rates.


Wednesday, August 22, 2001 #4672
I have been asked by a client how they would establish advertising rates to charge companies foradvertising on their website. Can you give me any info? Where should I go to get this information? Thanks

The Media Guru Answers(Sunday, August 26, 2001 ):
Marketplace rates have sharply decline in the past year or so. Start with something less than half of the rates listed at Ad Resource


Monday, August 06, 2001 #4633
If short-rate occurs and the rates of the publication has increased, would the rates that short-rate is based be from the rates from the original negotiation or the updated rates?

The Media Guru Answers(Monday, August 06, 2001 ):
Short rate should only be related to the time of the advertiser's order. There is no relevance to to any later rates.

In any case, the policy should be in the rate card.


Monday, July 30, 2001 #4613
I have a twenty seven word ad with a two inch logo placed in the centre of page. The ad is 3 x 5 inches in size and is blue color.The logo has the word Destiny's placed over top of the logo. and is in bolded black lettering I was wondering how much this ad would cost me to run in a paper;and when the best time to run this ad would be (ie. days of the week)? It is an ad for a jazz coffee house. I was also wondering if it would be better to run this ad as a one time shot or as a continuous ad? Would it also be a good idea to run this ad more than once a week? Thank you Julie Danchuk

The Media Guru Answers(Monday, July 30, 2001 ):
The ad price will depend on the publication's rates. This could vary from over $16,000 in the New York Times to about $200 in the Zanesville, OH Times Recorder.

The blue color alone will account for 50% to 65% of the price of an ad this size. The likelihood of this ad running in the center of a page is slim, in the Guru's opinion, and if it did, it would be a page full of other, similar small ads.

Whatever paper you choose will advise you of the day on which most advertisers of this type run. Thursday and Friday and probably the most common for restaurants and clubs. Repetition will be needed for effectiveness, but once a week on the key day may be best. Visit MediaPassage for rate and contact details of various newspapers.


Tuesday, July 24, 2001 #4605
Dear MG, Can you please suggest a resource where I can find average CPM for each medium (ie average CPM across the board for all newspapers is $x, average for all internet is $x, etc)? I found this data on amic.com, but it was from 1996. Thank you!

The Media Guru Answers(Tuesday, July 24, 2001 ):
In additon to AMIC's Ad Data area, see SQAD, Ad Resource (overstated) and The Newspaper Advertising Association. Your biggest probelm, beside the bottom falling out of internet rates since whatever was posted, is the lack of standard deographics to compare.


Thursday, July 12, 2001 #4574
What proportion of UK press advertising space (including business, consumer, national press, regional press) is sold at discounted rates because of short lead time to publication deadline ?

The Media Guru Answers(Monday, July 16, 2001 ):
The Guru's UK sources report:
" we don't have a handle on how much space is being sold at short term rates.

In my days as a buyer, it was clear that it varied enormously by title and even section within that title, as well as the status of the economic cycle. Right now there is masses of space being traded at last minute rates!"


Tuesday, July 10, 2001 #4567
I'm trying to buy network radio advertising. What is the current range of CPM and CPP averages for network radio at this time? Also, where can I find information on current rates for network radio and syndicated radio programs so I can effectively comparison shop?

The Media Guru Answers(Tuesday, July 17, 2001 ):
There are few enough suppliers that a few calls will do the trick. You will need to be specific about your demographic target.

Start with ABC, Westwood One / CBS, Radio Unica, Premiere Network and Sheridan (212-883-2110).


Sunday, July 08, 2001 #4559
Hi, Media Guru.. i got a doubt, in media the mayors have some kind of privileges in their media purchase(tv , radio, print) like specials rates or discounts? there some kind of guidelines for that kind of purchase. I hope you can let me know. Thanks

The Media Guru Answers(Sunday, July 08, 2001 ):
Different countires have different traditions. In the US, there are no published rates that reflect volume discount for the amount of agency (rather than advertiser) volume, but smarter buyers can use the clout of the dollars they control to negotiate better. This is as much a matter of technique and intelligence as volume.

In Puerto Rico and other parts of Latin America, there has been an established practice of rebating agencies annually based on their volume. The media offered these payments to agencies rather than advertisers. Agencies might or might not return these rebates to the advertisers. Other countries, other practices.


Friday, June 29, 2001 #4535
How the media commissions are formed? How to deside what media commission to put for my client. What is the difference, for example, between the 5%, 10% and 15%. Please advise

The Media Guru Answers(Friday, June 29, 2001 ):
When U.S. media publish "commissionable" rates they include 15% commission.


Tuesday, June 12, 2001 #4476
remuneration rates in the european countries

The Media Guru Answers(Saturday, June 16, 2001 ):
According to the Guru's UK colleague, the following applies to all of Europe:

"In GB the basic approach is that agencies get a discount from the media owner. So if the rate card for an ad is $1000 then the advertiser gets charged $1000 by the agency but the media owner only gets charges, say, $900

This is the 'old method'. Increasingly all agencies/media buyers now negotiate specific fees/percentages with each client."


Tuesday, May 29, 2001 #4434
Does cable TV have market CPP the way that network does. Or, is there a percentage of SQAD's estimates that can be used for planning cable budgets? Have no clue, hope you can help. Thanks!

The Media Guru Answers(Wednesday, May 30, 2001 ):
Spot cable is a spot TV medium. Depending on the reason it's being used SQAD spot TV cpp may be appropriate.

Are you using cable because of the general characterisitics of cable's audience? If son then use the index of value which led you to cable as an adjustment on SQAD rates.

For example, if cable viewers are 20% more likely to purchase your product, than cbale is worth a 20% greater cpp.There is usually an efficiency penalty in spot cable.


Monday, May 21, 2001 #4418
I am just starting a job dealing with Direct Response Television Advertising. Seeing that traditional TV media rates are valued based on ratings points. How do stations develop their rates for Direct Response Television? Is Cost per Thousand a measure which can be used in Direct Response Television analysis or is the measure just Cost per Order? I have a client which swears that I need to give him in depth Cost per Thousand numbers but our agency owner says that is ludicrous in DRTV. Thanks for any info.

The Media Guru Answers(Tuesday, May 22, 2001 ):
Cost per thousand (cpm) is mereley the cost of a spot divided by its audience. All station inventory is essentially priced at least partially based on a cost/audience ratio, which determines the value of the spot to the station.

However, the value to a DR advertiser is based on cost per response, whether that is measured in inquiries or orders. Most DR practicioners have learned that there is little relationship between audience size and response. It is not unusual to get more orders from a low-rated late fringe program than a prime time program.

So, while it is possible to calculate cpm in a DR buy, and inherently harmless to report cpms, it would be wrong to judge a buy on this standard. If your owner objects to the waste of your time and the client's, he is justified in his objections.


Monday, May 14, 2001 #4394
Dear Guru, where I can find ad rates specifically meant for Internet/online advertising, and also are there any standards followed like what we have in press/TV advertising.

The Media Guru Answers(Sunday, May 20, 2001 ):
See The Industry Standard and Ad Resource for rates.

See The Internet Advertising Bureau for standards.


Saturday, May 12, 2001 #4388
dear sir, may i know what are the limitations of internet advertising!

The Media Guru Answers(Saturday, May 12, 2001 ):
Different ad units will have specific limits, but as a medium, some key limitations are:
  • Total reach: only 50% or so of any population are internet users, some groups much less, some a bit more.
  • Individual ads on specific sites have very low reach potential; a high reach schedule can be very expensive
  • Click rates are vanishly low; a problem if generating traffic, rather than awareness/branding is your goal
  • Acceptance of internet advertisng is controversial, many consumers seem to object to its presence.


Thursday, May 10, 2001 #4384
is there a resource for finding average media rates CPP,CPM for electronic media in the charlotte market that does not charge a fee

The Media Guru Answers(Thursday, May 10, 2001 ):
Only the SQAD data posted on AMIC


Wednesday, May 09, 2001 #4383
Are there any statistics that show the response rates for driving traffic to web sites through traditional media, i.e. print, TV, radio? You answered a similar question last year with sources from 1999. Do you know of any updated information? Thank you.

The Media Guru Answers(Saturday, May 12, 2001 ):
Click here to see past and latest Guru responses about web traffic.


Wednesday, April 25, 2001 #4342
I understand that there is a softening in ad rates(mainly radio and print). Are there any services that provide estimates of ad rates out 12 months.

The Media Guru Answers(Wednesday, April 25, 2001 ):
No services, but perhaps frequent trade articles.


Sunday, April 01, 2001 #4300
Hello Guru, it's been awhile since I posted a question. I always find your advice to be informative and helpful. I'm about to ask a somewhat embarrassing question, so please forgive my ignorance. I'm interested in educating myself more on the mechanics of DRTV media planning, actually DR planning in general. The little I know about it, feels to simplistic for me. Is it simply, buying spots at DR rates, tallying up the calls, then dividing spot cost by the number of calls to see if you hit your sales lead goal? I'd like to speak more articulately on the subject. Any good reading material on direct response media planning you can recommend is much appreciated. Thanks in advance.

The Media Guru Answers(Sunday, April 01, 2001 ):
Most stations have DR specialists among their salespeople. Talk to the some of them. Also consider "Saleseman of the Century" about Ron Popeil, at Amazon


Thursday, March 29, 2001 #4294
I'm doing a project on television and print advertising. I would like to know where I can find some televsion commercial rates, as well as some print ad rates. thank you!!

The Media Guru Answers(Thursday, March 29, 2001 ):
SQAD

MediaStart

Standard Rate and Data Service (SRDS)


Monday, March 19, 2001 #4270
How can I find information on advertising media (tv, radio, billboard)rates within the West Virgina market?

The Media Guru Answers(Wednesday, March 21, 2001 ):
TV and radio rates can be found in SQAD.

Billboard rates generally require inquiries to the vendors, such as Vista Media or Eller Media.


Monday, March 19, 2001 #4269
How can I find information on advertising media (tv, radio, billboard)rates within the Virgina market?

The Media Guru Answers(Wednesday, March 21, 2001 ):
TV and radio rates can be found in SQAD.

Billboard rates generally require inquiries to the vendors, such as Vista Media or Eller Media.


Thursday, March 15, 2001 #4256
Need Radio & TV CPP's for Toronto, Canada. Can you help.

The Media Guru Answers(Thursday, March 15, 2001 ):
CARD (Canadian Advertising rates and Data)


Wednesday, March 07, 2001 #4242
How would I find out about advertising rates for the New York City Transit Authority Metrocard? I went to their website but could not find any references Thanks

The Media Guru Answers(Wednesday, March 07, 2001 ):
NY City Transit advertising is sold by TDI. The Guru (a Metrocard carrying NY Transit rider) has not heard that ads were being placed on Metrocards.


Friday, February 23, 2001 #4203
Hello: Have you seen any average response rates (or ranges) for major media ie TV, radio, newsp, mags, internet. For example, I believe internet run 1/2-2%

The Media Guru Answers(Sunday, February 25, 2001 ):
In traditional media, "response rate" would refer to the percentage of those exposed to an ad who respond in some way, such as requesting offered information, or actually ordering. ½ to 2% is about right in this case. On the internet, ½ to 2% or usually lower, is about the rate who click on a banner and frost become exposed to the actual ad or offer. Perhaps ½ to 2% of these would buy, register or request info.


Wednesday, February 21, 2001 #4200
Is there a defined difference between a DRTV spot and a general spot with a call to action message? Also, can you run either of those spots in a general buy (e.g, on ER)? Also, does doing this make sense if you have dual objectives (i.e., awareness and trial?

The Media Guru Answers(Thursday, February 22, 2001 ):
Your first question is not a media issue. Why not run a DR spot on ER to build awareness? But don't expect DR rates. "Trial" seems an odd goal for the typical DR - make a sale now - product.


Thursday, February 08, 2001 #4173
Is there some sort of media "brokerage" company that a national planner/or buyer can use to go and buy national programming by daypart? Example: You tell this company what dayparts you want to buy and they go in a find the programming based on your CPM.

The Media Guru Answers(Sunday, February 11, 2001 ):
This function is the basic job of a national buyer. It seems strange that a national buyer would want an intermediary to do the job. Advertisers without national buyers on staff nor at their agencies would use a media buying service to contact the national broadcast organizations, have them submit proposals of schedules in the desired dayparts and negotiate the rates. If you intend to do your own negotiation, it is pointless to use such a service just to solicit proposals.

Several buying services are listed in AMIC's Web Sites area.


Wednesday, February 07, 2001 #4169
I have done some research and have discovered that CPM rates vary across genre; but I was also wondering if there is information about CPMs and how they vary across demographics. Thank you.

The Media Guru Answers(Wednesday, February 07, 2001 ):
Naturally, there is variance across demographics. A given commercial announcement has a specific cost. Let's say $1000. CPM is that $1000 demographic audience. So if there are 200,000 Adult 18+ viewers, the Adult 18+ CPM is $5.00.

If those adults consist of 125,000 Women 18+ and 75,000 Men 18+ then the W18+ CPM is $8.00 and the M18+ CPM is $13.33.

Obviously, M25-49 will be at a higher CPM than that and so on.


Friday, February 02, 2001 #4149
what is cost per page?

The Media Guru Answers(Saturday, February 03, 2001 ):
If you mean the definiton of the term, "cost per page" is the cost of an average page of advertising as defined in the context, e.g. average cost of a four-color page ad among a specified list of magazines.

If you mean where can you find page rates, try MediaStart.


Tuesday, January 30, 2001 #4138
Hi, Currently I'm preparing a business plan for a startup. I'm considering radio and print advertising in the top 50 markets. I will eventually hire an agency to work out all the math. But for the sake of projecting marketing expense, is there a way I can show "so many spots/print ads in so many main stations/magazines in the top 50 markets for a total budget of $500,000? I'll be happy as long as I can quote average rates for radio spots and print ads from reliable sources.

The Media Guru Answers(Wednesday, January 31, 2001 ):
It's easier if you think of radio in GRP terms. Then you can look at average rates in SQAD and do your calculations.

The Guru does not think you will find local magazines, other than Sunday newspaper supplements, in most of those markets.

Newspaper rates can be found at Media Passage.


Wednesday, January 24, 2001 #4121
Hi, I'm in the research stage and need some advice- do you know where I can find abundant info. on media available in Vancouver and British Columbia? Thanks!

The Media Guru Answers(Friday, January 26, 2001 ):
CARD (Canadian Advertising rates and Data)


Friday, January 12, 2001 #4095
I am working with another agency on a client - they are buying DR TV in many markets using :60 spots instead of utilizing a "regular" :30 spot buy. Their costs for the :60's is the same that I am paying for 2 :30's - I thought DR was suppose to be much less, and also the first thing bumped out. What would be the logic on this? Should the DR be the same rate as my fixed position spots?

The Media Guru Answers(Saturday, January 13, 2001 ):
The standard is that DR spots cost "half as much as regular spots" because they are more preemptible among other reasons. But the key is, half as much as what spots? Your DR agency may be paying half as much as they would pay for regular spots. And perhaps you are a much better buyer, getting lower rates for your regular spots. Or perhaps there are other differences between your spots and theirs than just the DR element.


Thursday, January 11, 2001 #4091
Dear Guru, The info on Ad Data is great. Do you know where I can get similar data (radio CPP) on Canadian markets?

The Media Guru Answers(Thursday, January 11, 2001 ):
The closest is CARD (Canadian Advertising rates and Data)


Saturday, December 23, 2000 #4064
Can you furnish me with current network advertisng rates: prime and local access time and cost of 30 second spot on Super Bowl? Thank you.

The Media Guru Answers(Monday, December 25, 2000 ):
SQAD is one pricing source. For up-to-date Superbowl pricing watch the trades, like Ad Age and other news resources covering business and advertising, like the NY Times.


Wednesday, December 13, 2000 #4037
Guru---How do you suggest negotiating radio rates in unrated radio markets? I am buying radio in small markets with generally one salerep for the entire market. Thanks for your help!

The Media Guru Answers(Sunday, December 17, 2000 ):
1. Audience data from coverage studies

2. Format type average ratings.

3. Offer a low-ball price and see what response you get.

One rep for an entire market seems odd; talk directly to LSMs.


Friday, December 08, 2000 #4029
Question: My wife works for a satellite radio company and I'm helping her put together a reasonable projection of subscriber growth. My concept is to compare the relative growth rates for cable vs. satellite tv, vcr vs. DVD and anything vs. the Internet. I believe the numbers will confirm that the rate of adoption of new technologies is increasing. My question is: Is there a single, reliable source of these rates of growth that I can access on the Internet? If not a single source, can you tell where I might find generally accepted data on these subjects? Thank you.

The Media Guru Answers(Friday, December 08, 2000 ):
There is a forthcoming resource site for satellite radio data. Until it opens, send questions to info@satelliteradio.com


Tuesday, December 05, 2000 #4018
What are the pros/cons of 30 minute infomercial-type spots compared to :15, :30, or :60 spots with respect to production, unit cost, response, reach/frequency, target audience, etc.? Would the type of product be a factor in deciding whether to run :30 minute spots? Thank you.

The Media Guru Answers(Wednesday, December 06, 2000 ):
The questions are essentially direct marketing issues, but as to the media points included:
  • Unit cost: In the same time periods, :30s cost about half of :60s. :15s cost 50-75% as much as :30s. Half hours cost much more but not proportionatly more. This become tricky, because half hours are usually only sold at less popular, lowere price tiems so comparisons to standard, ROS commercials are decieving. Similarly short commercials bought at direct response rates are supposedly priced at half of normal rates but run in less desirable times and are highly pre-emptible.
  • Reach/frequency: A :15 spot has the same reeach as a 30 minute program at the same time. Since there will be many more different announcements with short commercials than half hours, for a given budget, the short commercials have better R&F, the shorter the better on this score. But direct response isn't usually evaluated on an R&F basis.
  • Target audience depends on time slot and not advertising length.
  • Response varies, based more on offer and execution than on format.


Friday, December 01, 2000 #4007
I am doing a national buy on an unwired radio network. There are 85 markets in the top 100. What is an average or acceptable CPP

The Media Guru Answers(Saturday, December 02, 2000 ):
Be guided by the radio rates in our Ad Data area. Unwired network may be as little as half the sum of the spot rates.


Friday, November 24, 2000 #3986
What are the average advertising costs for a national magazine ad?

The Media Guru Answers(Saturday, November 25, 2000 ):
There is no useful answer to this question. There are thousands of National magazines, and many ad usits. Just considering the top several hundred or so, the range is from about $4300 for a black and white page in Modern Baking with a circulation of 27,000 to $266,400 for a 4 color page in Modern Maturity with a circulation of 20 million.

Saying that magazines with circulations around 4 million have page-4-color rates around $150,000 is not much more useful, nor accurate, in the Guru's opinion.


Friday, November 24, 2000 #3983
I am constantly being told that the banner is dead and that clients are moving away from banners to e-mail marketing. Do you think that this demise has been due to lack of targeting and hence ineffective campaigns. Shouldn't the Internet be able to provide one to one advertising?

The Media Guru Answers(Friday, November 24, 2000 ):
The Guru doesn't believe the banner is dead. The Guru doesn't see an upsurge in email marketing.

lack of targetting would be a failing of the online planner, more than the internet. Possibly the appeal of big sites over well focused site is a drawback. Or the pursuit of reach and frequency which are not the best use of internet media. "one to one" advertising sounds more like an email than web function. The Guru believes that anti-spam feeling continues to grow. Email "advertising" offers far more annoyance than sales power. In email, like banners, a fraction of one percent reponse rate is all that can be expected. When goals are not realistic, this rate of return is more likely to to be acceptable in email than banners, given the ad rates.


Monday, November 13, 2000 #3964
Dear Guru, I'm trying to understand the internet advertising terms and find it a bit difficult since in my country New Media is still taking it's first steps. There are some terms i often find in magazines and newsletters which i don't understand such as ''click-through rates'', ''interstitials'' and ''vortal''. I know that vortal is a vertical portal and I know what a portal is but can you give an example of a vortal? I am also a bit confused about the effectiveness of a banner. Should a banner be animated-entertaining or just serve the purpose of broadcasting a company's name? Thanks in advance

The Media Guru Answers(Thursday, November 16, 2000 ):
  • "Click-through rate" is the percentage of people who click on the banner out of all those who see the banner (see = browser "requests" the banner's graphic file)
  • The word "interstitial" means something that comes between other things. The internet usage has come to mean an advertising element that comes between the banner or other clickable material and the target site of the advertiser. Most commonly the interstitial is multimedia material.
  • A vortal is a portal which links many different sites or information sources within a particular category. Instead of giving a mix of general news, sport news, financial news, shopping guides, telephone listings and general internet search as the traditional portal does, a vortal might be solely concerned with financial information, like CBS Marketwatch or about Spanish / Hispanic interests, like QuePasa


Wednesday, September 20, 2000 #3812
What is the current average rate differential between national and local newspaper rates? It has been as high as 75% in the past (national advertisers pay 75% more than local advertisers on average for the same space). NAA does not report this figure.

The Media Guru Answers(Saturday, September 23, 2000 ):
The Guru doesn't think there is any rule. The differentials are all over the place and an average would not be useful. He has even seen one case with retail rates above national. Using the online Standard Rate and Data Service (SRDS) might allow one to average. Standard Rate and Data Service (SRDS)offers research analyses like this at a nominal charge to sunscribers.


Wednesday, September 06, 2000 #3780
Hi, I have some questions on evaluation parameters on B to B sites and on the different units on these sites: 1. What is the "typical" response rate/click thru rate nowadays for banners? 2. What is the average for skyscrapers, sponsored links, tiles, download modules, and newsletter sponsorships? 3. How long is a fair evaluation period? After one week? 4. What is the national average click rate? ( averaging Bto B and B to C sites ) 5. Any research that is avialble off the web on this would be welcome. Thanks Prema

The Media Guru Answers(Saturday, September 09, 2000 ):
The overall average banner click-rate is about one-third of one percent. The Guru does not think there are any meaningful averages according to odd banner sizes or site types. There are too many sites and no standard measurers. You should be able to find a variety of studies at NUA Internet Surveys.

The best click rates are generally attached to key-word searches. Banner clicks decline rapidly after one or two weeks.


Monday, August 21, 2000 #3726
Guru...I am a media buyer in a very dynamic local radio market...book to book stations are having 100% plus AQH ratings increases and decreases. Since there is no consistency in ratings (several new stations have recently entered the market) how do you suggest handling annual negotiations? In the past, annual rates have been set, but this no longer seems applicable with the dramatic shifts in ratings. Is establishing a CPP goal and adjustings rates according to ratings appropriate? Thanks for any help you can offer in handling annual local radio negotiations.

The Media Guru Answers(Monday, August 21, 2000 ):
Establishing a CPP and adjusting when ratings are posted is a good solution, and is analogous to network TV dealings. But, the station will probably only want to make-good by giving free air time, and an advertiser is not likely to agree to pay more money if ratings go up.

Consider the syndicated TV approach, where there are "recaps" or recapturable spots. They are scheduled for the advertiser as potential makegoods, but if ratings performance stands up to the deal, they are recaptured by the station for sellable inventory.


Friday, August 18, 2000 #3718
I am new in the field of internet advertising sales, and I have never sold ads for the media before. Are there any web based pricing charts or formulas to use for calculating conversion rates, cpm, cpc and cpa?

The Media Guru Answers(Saturday, August 19, 2000 ):
Sample pricing and a cpm calculator can be found at Ad Resource.

"CP_" anything means "cost per" whatever. It's simply cost divided by thousands of ad impressions or clicks or anything.


Tuesday, August 15, 2000 #3707
I am looking for information on rates currently being charged for sponsorship as opposed to advertising rates. We hope to recruit a number companies who would sponsor specific sections of our website. Companies would sponsor a section of the site that would be relevnt to their business i.e. travel information - travel agency. Thank you.

The Media Guru Answers(Saturday, August 19, 2000 ):
A cross section of various rates is at Ad Resource. "Sponsorship" can have a very broad range of meanigs, though.


Thursday, August 10, 2000 #3694
Dear Guru, Have you heard of online ad agencies charging a bad debt provision to owners of inventory to share the risk that media buyers don't settle their accounts?

The Media Guru Answers(Friday, August 11, 2000 ):
It's possible. The Guru assumes that by "online ad agencies" you are referring to ad sales representatives, since media buyers are typically employees of advertising agencies (companies that create and buy space for ads).

At the enormously high commission rates ad sales reps often charge (40%+), the Guru would expect them to absorb this risk. At ordinary commission rates, such as 15-20%, the inventory owners might share the risk on non-payment, but certainly not reimburse the representatives.


Tuesday, August 08, 2000 #3688
I have 4th Quarter 2000 spot tv rates and have been asked to do a quick and dirty estimate for 1st-3rd 2001. Are there an avg. factors to apply to 4th 2000 costs in order to estimate the other quarters I need? Accuracy is not needed here, just an estimate.

The Media Guru Answers(Wednesday, August 09, 2000 ):
For year to year inflation, see TVB. For approximate quarterly indices versus annual averages, you may use
  • Q1 = 95
  • Q2 = 102
  • Q3 = 99
  • Q1 = 104


Tuesday, August 08, 2000 #3684
CPMs for portals are often quoted as being in the $20 to $40 dollar range. As ane example, Yahoo! are shown with an effective CPM of more than $40 in the AdZone analysis for June 2000. However, taking the figures for ad revenue and page impressions in the latest Yahoo! financial figures (for Q1 2000) gives a CPM of only about $4.00. Why the big difference?

The Media Guru Answers(Tuesday, August 08, 2000 ):
What you are asking is probably more of an accounting question than a media question, but:
  • If you are looking at the same source of Yahoo financial data as the page the Guru checked, you are looking at NET revenues, while the arithmetic of CPM times Impressions would yield Gross revenues. Of course that should not lead to a 90% discrepancy, but perhaps it could account for 50%, and . .
  • AdZoneInteractive's Ad Data uses published rate card CPMs, and rate card rates are certainly higher than real deals, which might be T 50% of rate card for big advertisers, and
  • If you watched carefully while drilling down to the financial data from the home page, you would have noticed that you generated several Page impresions with no Ad Impressions. There were also no outside banner ads on the Yahoo home page. Combined with unsold inventory, perhaps more than 50% of Yahoo page impressions generate no ad revenue.
So if Net is half of Gross, and real rates are half of rate card, and half of impressions aren't sold for advertsing, then it all hangs roughly together.

I.e $40 x 50% (net vs. gross) x 50% (rates) x 50%(unsold) = $5


Tuesday, July 25, 2000 #3651
What are current advertising rates for Internet Kiosks: gui's, portal affilite fees, billboard, stored access cards, etc.

The Media Guru Answers(Tuesday, July 25, 2000 ):
A good cross-section of rates is found at Ad Resource


Monday, July 24, 2000 #3641
Where can I find figures on rates and revenues for billboard advertising in major sports facilities in Los Angeles?

The Media Guru Answers(Monday, July 24, 2000 ):
Generally, these are sold either directly by the facility (e.g Doger Stadium) or in conjunction with broadcast media sponsorships (e.g. the Lakers).


Saturday, July 22, 2000 #3639
Dear media guru I am in need of list of top publications with their rates of advertising in Gulf, Dubai and South East Asia?? Mediatrek is not able to provide me that. Please help??

The Media Guru Answers(Sunday, July 23, 2000 ):
PubList is a good place to find publications. International Media Guide offers rates for various regions of the world.


Thursday, July 20, 2000 #3635
Dear Guru, Is there any fast way of getting display ad rates for Yellow Pages advertising without having to call each directory? I'm with an agency and have found YP reps a little uncooperative with agencies. All I need are ball park figures. Thanks.

The Media Guru Answers(Sunday, July 23, 2000 ):
The Guru agrees that Yellow Pages sellers relatively aloof and disinterested. They tend to be order takers, not media salespeople. This is probably why Yellow Pages specialist agencies are successful. "The idea of ballpark" figures is fairly meaningless, since there are few comparisons between competing directories where they exist, nor complete standardization of geographies.


Tuesday, June 20, 2000 #3562
I would like to know which reports as to my web advertising I should except from the web site I advertise on. If you have any examples of empty reports as to the traffic in my web page/banner clicking figures - that would be great thanks ifat

The Media Guru Answers(Tuesday, June 20, 2000 ):
The miniumum basic report expected from any commerical web site would be banner exposures and click rates. Typical frequency is monthly. Sites could also break down exposures and clicks by pages associated with the exposures and clicks and the geography of the persons exposed and clicking.

Other than the basic exposure (impressions) and click count nothing is truly expected unless part of the deal. If you are buying a flat advertising rate, without cpm or audience guarantees, even that data may not be assured.

In any case, this basic data is too simple to need standardized reports. How many ways are there to arrange two numbers?


Friday, June 09, 2000 #3545
Are there any industry "benchmarks" for response rates or cost per response for driving traffic to web sites through ads in tradional "offline" media? For example, if you run a print ad for a dot-com, what response rate should you be able to expect in terms of people visiting the site?

The Media Guru Answers(Sunday, June 11, 2000 ):
The Guru hasn't seen "benchmarks" for print ads' reposnse as web visits.

A lot of variables effect ad response. There is some data on print ads for web sites at Cahner's and in the The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.


Tuesday, June 06, 2000 #3536
How real are the rate cards that websites post for their online advertising? I see rate cards that say $30 or $40 CPM, such as for the individual sites represented by DoubleClick. Yet DoubleClick's own statistics show they are averaging only about $1 CPM overall. Are the rate cards only the starting point for negotiating very deeply discounted negotiated actual rates? Does anyone ever pay the stated rate card price? From: Sbernold@aol.com

The Media Guru Answers(Sunday, June 11, 2000 ):
Just as in all other media, on-line sales at rate card prices are rare. Those that occur are most liley at powerful B2B sites where the desirability of a unique audeince is well understood and rate cards are more closely observed, even at cpms over $150.

Comparing individual sites' rate cards to actual cales across large networks is unrealistic. While a single site buy may be pricesd at $30, there is likely also a "Channel buy" of sevetral $30 sites at a $15 channel cpm, and also a full network published rate below that. The Guru would be surprised to see the actual average of sales across DoubleClick sites as low as $1 or to see DoubleClick publishing any such statistic.

But, yes, rate cards are only a starting points for general audience sites.


Monday, June 05, 2000 #3531
I am the media director at a small, full service ad agency. Most of our clients are b-to-b advertising in trade journals. More and more we are finding that clients and prospective clients want to bring their media placement in-house for the most part in order to keep the media commission themselves. How do we convey the value of having their ad agency handle the placement? We are running out of ideas!

The Media Guru Answers(Sunday, June 11, 2000 ):
At his most cynical, the Guru wonders how much value there is if you can't convey it.

Theoretically, you bring professional experience to the table which the client doesn't have on hand.

You should be able to say and to demonstrate that you get better rates, better positioning and better value-added. The only other benefit that occurs to the Guru is if the client needs to compare the cost of an on-staff media professional to the agency fees for that stand-alone servce.

And media commission compensates an agency for much more than media placement itself, unless there are specific itemized fees for placement versus agency creative and other services.


Thursday, June 01, 2000 #3521
Hi Guru, I am trying to quantify the value of leveraging a consumer DB for a targeted sports marketing campaign via the internet but am unsure where to begin. Any ideas as to how I might figure out what the ad space on our web site is worth? (be it real as in banner, or virtual as in e-mail). This web site will allow our clients to promote their products to their own customers (we are merely an ASP). Moreover, we will have a DB of email addresses of our client's customers and can implement a limited direct marketing campaign. How much will this DB be worth to our clients? Are there sites that contain this information?

The Media Guru Answers(Thursday, June 01, 2000 ):
For some ideas about online ad rates, see Ad Resource. The Guru believes e-mail advertising can be priced at the same CPM as web banners.


Thursday, June 01, 2000 #3515
I am in the interview process for a sales position at a radio station in Portland,Oregon. The Sales Manager has given me an assignment to put together a "faux" sales plan for an imaginary furniture store. I have been researching day and night about ad rates, demographics, etc. I even pulled out my old college books, but my problem is this: I don't know what a radio marketing plan looks like and I can't seem to find a model anywhere. Also, where's the best place to look if I want to find out about furniture-buying habits. Thank You ..Guru!!!

The Media Guru Answers(Thursday, June 01, 2000 ):
Generally, the buyer will control the plan. Your first step would be to find out his or her goals. But here you need to imagine you have received the specs from the buyer. The Guru feels it is important that you maintain the position you are working against buyers' specs.

As to learning who buys furniture and where they shop in Portland, refer to the Portland Scarborough. In the Guru's experience, a buyer in the process of making a buy won't sit still for a station's marketing presentation. The Buyer wants to know rates, ratings and merchandising offers, plus a little about your content and audience overall.

Think less about format and more about making it simple and pursuasive.


Wednesday, May 31, 2000 #3511
Dear Media Guru I would like to know which all stock exchange sites take links, banners or any other referrals? If possible can we get rates?

The Media Guru Answers(Thursday, June 01, 2000 ):
Both New York Stock Exchange and NASDAQ have advertising, while The American Stock Exchange appears to take only links and only from listed companies. You will need to contact these and other excanges directly for rates and rules.


Friday, May 26, 2000 #3498
Are there any metrics for advertising on streaming media sites, eg: On2.com, where commercials and text links are incorporated into a media piece? Is the CPM cost higher in this format, and how are the impressions counted? (looking for a pricing structure to charge advertisers for a converging media site). thanks.

The Media Guru Answers(Monday, May 29, 2000 ):
ADResource offers comparisons of various online rates.

There should be some added value if you can get the few consumers who are properly equipped (now about 4 million or fewer), to sit still for it.

The Guru tried ON2 and was discourages by the site's attempt to download a plug-in without asking first. In these virus-paranoid times, it's quite off-putting. The Guru imagines such sites are a very long way from generating enough ad traffic to think about charging in CPM terms.


Saturday, May 13, 2000 #3469
How do you arrive at, determine or set up or initiate your rates when you are serving a small audience of under 20,000 who buy goods worth millions of dollars? Are there similar sites with rates to compare based on audience size and buying power?

The Media Guru Answers(Friday, May 19, 2000 ):
A range of sample rates is offered at Ad Resource


Saturday, May 13, 2000 #3468
Can we use Pagers as an advertising Medium ? If yes, then which are the countries it is in practice and what r the rates per insertion?

The Media Guru Answers(Saturday, May 13, 2000 ):
This seems to the Guru to be an outrageous extension of SPAM. Using a special communications device which the owner has acquired for the purpose of receiving urgent messages, and may even pay per message delivered, to send unsolicited advertising messages would likley infuriate the users. One wonders who would even provide the list of numbers, unless the pager system operator sold broadcast messages.


Friday, May 12, 2000 #3465
one of our clients, whose commercial asks the viewere to call the 800# for information/brochure asked about direct response :60's and :90's on TV (National cable and spot) compared to buying regular spots. In other words, what are the advantages and disadvantages of buying spots on a direct response basis? I know the costs are cheaper but you run in broad dayparts. What else?

The Media Guru Answers(Sunday, May 14, 2000 ):
Cost are cheaper because you run in broad dayparts, but more so because the spots are immediately preemptible. If an ordinary advertiser wants the inventory at normal rates your spots will be bumped.

A good sales rep will give you a rough estimate of what percentage will be preemted If you can live with that, and don't miss out on specific programs that you find sell your product better then take advantage of the lower rates.


Tuesday, May 09, 2000 #3455
Is there any software in the media industry that offers all information about various cable systems and allows you to create an order? Networks available, zip codes, rates, ownership and sales contact.

The Media Guru Answers(Saturday, May 13, 2000 ):
The Guru does not believe there is any such commercially available software. The data you describe is typically compiled by the national cable sales reps such as National Cable Communications who would be happy to provide the analysis to facilitate your buy.


Friday, May 05, 2000 #3445
What's the best way to get planning costs for TV advertising in Europe?

The Media Guru Answers(Sunday, May 07, 2000 ):
Assuming you don't want to ask a multinational media service or agency for rates, start with International Media Guide


Tuesday, April 25, 2000 #3418
My agency has just picked up an account that does only classified advertising. It is a huge account and includes over 500 newspapers. I am trying to research and find if there is an internet resourse that will allow me to gather information, (classifed rates, closing dates, mechanical requirements, etc) It would be wonderful if I could do the insertion orders, too! Is there a site that exists? Thanks

The Media Guru Answers(Tuesday, April 25, 2000 ):
MediaPassage might be just what you need.


Monday, April 24, 2000 #3417
Dear Guru: When buying radio, do buyers get better rates just by selecting all Adults 18-54 vs. selecting a more specific demo? Does specifying the demo drive rates up? Thanks.

The Media Guru Answers(Tuesday, April 25, 2000 ):
Stations typically set their basic prices by the cpm acheived against a broad demographic which buyers often want, such as Adult 18-54.

A station with great competitive strength in a specific and hard-to-reach demographic might raise its pricing if a buyer asked for a proposal on that demographic. Conversely, a buyer might get better prices by asking for a proposal on a demographic where the station is less competitive.


Monday, April 24, 2000 #3413
Which medium (TV, radio, print, direct mail)does the Internet have the highest duplication with in terms of usage?

The Media Guru Answers(Monday, April 24, 2000 ):
This question isn't really answerable as stated. TV, Radio, Print and (in theory) direct mail reach everyone, including all internet users. So, with this broad question, all media are tied at 100% duplication.

Specific schedules of traditional media , specific DM lists and specific web sites will have different duplication rates, and different frequency distributions. Or, you could determine something like "webusers are less likely to be heavy viewers of TV than heavy readers of magazines."


Wednesday, April 12, 2000 #3394
For a class project i'm trying to find information regarding rates and audience size for the 10 most popular childrens shows. Ages 2-11. Where would i be able to find this info. and if possible for free??? Thanks, Jaclyn Carlson

The Media Guru Answers(Sunday, April 16, 2000 ):
The Guru has not found program-specific rates for TV programs published anywhere, free or otherwise. Nielsen has cpm reports, though.


Friday, April 07, 2000 #3376
I work at the research department of a newspaper. Can you tell me where I can find more information/cases about how to determine advertising rates for display ads, different from the traditional mm/column price.

The Media Guru Answers(Sunday, April 09, 2000 ):
You seem to have made this a production question, rather than a media question. In media terms though, if an ad price is set as cost per column-inch, then this price can be re-expressed as cost per thousand circulation or cost per thousand audience for the given ad size.


Thursday, March 16, 2000 #3324
Can you explain what "SQAD" and "SPARC" are and how they work? What are the benefits to the advertiser to use these? Does it require professional advertising knowledge to use and understand? Thanks.

The Media Guru Answers(Friday, March 17, 2000 ):
SQAD and SPARC (aka SQAD Radio) are standardized cost references, from which recent sample data is found in our ad rates area at the links given above. They represent the average buying achievement of actual buys made by a representative panel of cooperating agencies and media buyers.

If you know enough to place a buy based on ratings and demographic Cost Per Point (CPP), you can benefit from using these tools.


Wednesday, March 08, 2000 #3298
Please describe the major steps and information required for Network TV Media Planning at an Agency. What computer skills are needed or research sources most used to evaluate Network? Are there any trade journal articles that would provide a description of this aspect of media planning, as I am applying for a position in this area, but have not planned Network in many years. What are the current Network $/GRP and target delivery efficiencies? What is the current coverage of U.S. Houselholds, for the three major networks? Thanks elaninc@usa.net

The Media Guru Answers(Monday, March 13, 2000 ):
There seems to be some confusion in your terms. The job of an agency Media Planner is to determine which media are best to meet the advertising objectives of the specific product/service.

In some cases this will include network TV.

When an approved paln includes network TV, the Network specifications are turned over to Network TV buyers. The plan's specifications are not likely to include than demographic target and weight goals, budget, timing, dayparts and/or program types.

Network buyers will then review program package offerings and sponsorship opportunities from the networks to meet all the specifications.

Nothing more than a spreadsheet is really needed, but there are some specific TV analysis programs, including optimizers, in use. Nielsen is the basic audience measurement source used.

When optimizers, which are programs that do extensive analysis of program data to select best schedules, came into use a few years ago, there were several trade articles in Ad Age and MediaWeek about the network buy "planning" process. See the one by Erwin Ephron in our Telmar 30th Anniversary Awards section.

Telmar, AMIC's sister company, also offers an optimizer, called Transmit.

See samples of current rates in AMIC's Ad Data area.


Thursday, March 02, 2000 #3273
Hi Guru, It's relatively easy to get numbers on click thru rates. Do you have -- or are you aware of where I might find -- statistics on conversion averages? Thanks!!

The Media Guru Answers(Saturday, March 04, 2000 ):
Online retailers don't generally release these figures; they have no reason to do so. But on January 2, the NY Times had an article analyzing Christmas ad spending for dot-coms, visits versus ad impressions, plus percent of on-line shoppers who made a purchase at a few dozen of the leading consumer ecommerce sites.

This combined Nielsen//Netratings web audience measurments with an Ernst&Young study of global online retailing. The Times article can be analyzed in various ways, and the Ernst & Young report gives a 1 to 10% conversion average across retailers interviewed.


Monday, February 28, 2000 #3256
It is my understanding that NET rates are for an agency only. I have heard that it is un-ethical for an Account Executive ot offer NET rates to a direct buyer if they are not an Agency. Is this true? Is this a recognized industry standard, or is it , as they say, "traditional"?

The Media Guru Answers(Monday, February 28, 2000 ):
"Net" is distinguished from "gross" by the fact that a 15% agency commission is deducted.

The ethics depend upon what the medium publishes in its rate card. If an advertiser sees that it is paying a higher rate because it is using an agency and that anyone else gets a lower rate, this will become a problem between the medium and the agency. Sometimes a "local" or "retail" rate is establsihed to get around this. Sometimes the negotiability of rates makes the point moot.


Sunday, February 27, 2000 #3254
I would like to have information about typical rates of frequency that are considered necessary for advertising to be effective on different media. I would like information for television, radio, outdoor and print advertising. If there is such information, I would also like information for internet ads. In short, how many times does an ad need to be seen on different media before for an effective reach. Thank you...

The Media Guru Answers(Sunday, February 27, 2000 ):
Most judgements about effective frequency are just that; judgements. The traditional number, 3, is based on century-old learning theory about repetitions of information needed for learning to occur. This theory is not medium-specific but has many other aspects.

Click here to see past Guru responses about this and the Ostrow model

Research by DoubleClick about "banner burnout" shows that internet ads lose effectiveness (in the sense of causing clicks) by the third repetition. Of course, if you want to apply this approach to internet advertisng then you would be considering the awareness-building and sales-driving aspects of banners, rather than click-thru.


Thursday, February 17, 2000 #3221
Guru: Got an e-tailing site performance question for you. What sort of visitor-to-sale conversion rates do most online retailers typically experience? I would suspect that large, well branded sites like JC Penney, Amazon, etc. experience much higher conversion rates than smaller, lesser known sites experience. Am I right? I haven't found any marketing research source sites that have any relevant stats. Thanks Guru! Jim P.

The Media Guru Answers(Thursday, February 17, 2000 ):
It's not a media questions, but the Guru recalls that there was an article just before Christmas, in NY Times comparing such results for a dozen or so e-commerce sites showing results all over the place, with no apparent realtionship to advertising or other obvious factors.

According to a survey posted at NUA about 2.7% of e-commerce shoppers buy, on average.


Friday, February 11, 2000 #3208
We are in the early stages of learning more abouthow internet banner advertising works and how ads are priced. Could you please help me with answers to the following? Can banner ads be placed locally, regionally and nationally? How are the rates structured - cpm? How do companies who measure website audiences determine the number of viewers? Regarding advertising costs, is there a range of what an advertiser expects to pay for banner ads? Do you know what the name of the ads at the top of the home pages are called? What about the ads that typically appear to the right as you scroll down - do they have a name or term? Thanks Guru.

The Media Guru Answers(Sunday, February 13, 2000 ):
  • In principle, all sites are accessible to all internet users. Web servers can identify the location where a web user's ISP is based and decide whether to serve specific pages or ads on that basis. The big flaw in this capability is that users of the giant, national web connectivity providers all appeat to be located at the providers' locations, such as the Virginia headquarters of AOL.
  • Most banner ads are sold based on cpm. Some are sold based on cost-per-click or share of revenue created by click-thru visitors who buy on the advertisers' sites. Others are based on a flat price.
  • The Guru is aware of cpms from under $2 to well over $100 for highly targeted sites with specific, proven value to an advertiser. The majority of sales are falling between $10 and $50, and the average is probably about $25 -$30 today. Cost per click is in the 25 cents to $1 range. With today's average click rate of around 0.5%, that equates to a cpm of $1.25 to $5.00
  • Web audiences are measured in many ways. One, which the Guru prefers, is by "metering." Software is placed on the computers of a large sample, perhaps 10,000 or more. The software tracks the users' web site visits, and on a schedule reports the activity to the measurer's computers for compilation. MediaMetrix is an example of this type of measurement.

    Another is a survey, such as the ones conducted by MRI which asks another very large sample about their web activity. This type of measurement is capable of much less detail, relies on memory, and can only report the largest sites, a fraction of those reported by metering.

    The third common measurement is analysis of a site's own server logs, preferably with a third party audit through a service such as ABC Interactive

  • When ads are sold on a cpm basis, the cost can be flexible, and advertisers can order $500 or $500,000 worth, based on the appropriate number of impressions at the agreed cpm.
  • There is no special name for a top-of-page banner. Such a postion may be part of a site sponsorship, just a rotating banner or a fixed, premium-priced position. Ads down the right side, typically smaller, or square or vertical have names for the shapes, but may be placed under a variey of deals, like the top-of-page banners.


Tuesday, February 08, 2000 #3197
Can you suggest a site on the web to find information on grocery coupon redemption rates?

The Media Guru Answers(Sunday, February 13, 2000 ):
Strictly thinking of data available on-line, the Guru can only suggest Newsweek Media Research Index, but it is probably not there, either. There may be some data available through The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.


Friday, February 04, 2000 #3189
guru, we are an export firm and deal with granites(floor decors) we have our presence in france and are interested to spread our promotions through out europe...in this connection i wish to have the media options available in europe for my product...i in fact used the international media guide and found it useless....if u can give me some statistics country wise regarding media reach and visibility and rates you will be doing us a big favour

The Media Guru Answers(Monday, February 07, 2000 ):
The Guru is puzzled about what you want. The International Media Guides list print media rates and circulation for Eurpoean media, which should be most of your information need. In most of Europe, commercial broadcast media, such as Independent Television are few and easy to track down.

TDI can help with outdoor media.


Tuesday, January 11, 2000 #3111
I am putting a planning proposal together for a national radio and cable tv buy. What average CPM and CPP should I be looking at to target women 25-54 for each of these mediums?

The Media Guru Answers(Monday, January 17, 2000 ):
Get an indication of rates in AMIC's Ad Data area.

Get current data from SQAD.


Wednesday, December 29, 1999 #3078
Where can I find online advertising rates for sports sites?

The Media Guru Answers(Wednesday, December 29, 1999 ):
Contact the sites directly or major reps like DoubleClick and AdSmart. The Guru hasn't found any reliable online, third-party listing of online prices by category or otherwise.


Wednesday, December 22, 1999 #3069
What would you suggest the best site for advertising on in the leasing industry

The Media Guru Answers(Wednesday, December 22, 1999 ):
Answering this would take extensive research. First determine what you mean by "leasing industry." Are you tlaking about real estate rental or equipment financing?

Then search the specific term at Yahoo or another search engine, collect rates and audience information from the sites that look suitable and compare to make your decision.

The Guru does not expect that any such narrow, business-focused sites would be reported by the on-line audience research reports.


Thursday, December 09, 1999 #3038
dear guru i am looking for information: where i have to advertise in usa t.v if my audience is american with high-average incime which live in west/ east cost and which interest in in internet, and use internet, my brand is a new internet site? where i can found rates? please help me

The Media Guru Answers(Thursday, December 09, 1999 ):
The U.S. is divided into over 200 television markets, each with its own TV stations, so you would be buying what we call spot TV (though there are ways to buy costal "feeds" of our TV networks).

In AMIC's SQAD area you will find a list of the markets with their population, size ranking, and recent TV costs. You will probably need a U.S.map to determine which are on the coasts.

A resource like The Mendelsohn Media Research Affluent Study is designed to tell you the consumer habits and media preferences of the affluent.


Wednesday, December 08, 1999 #3036
I would like to have a list of all forms of media for the film industry in Toronto to contact in order to greatly promote a film ie; t.v,radio, newspaper, magazine, photographer

The Media Guru Answers(Wednesday, December 08, 1999 ):
CARD (Canadian Advertising rates and Data) is the source you need.


Thursday, December 02, 1999 #3017
Is it possible to ignore ROI data and still come up with a numerical range that would constitute a successful click-through rate at the end of an online campaign? If so, what is that numerical benchmark?!?! Please help.

The Media Guru Answers(Thursday, December 02, 1999 ):
One can always define success as one wishes. Branding or imagery goals do not rely on ROI, for example. To take a total abstraction of click-through and call it successful with no relationship to ROI or established branding / awareness goals makes no sense to the Guru. At best you might compare your click-through to current average rates which are about 0.5 to 1.0%.


Wednesday, December 01, 1999 #3011
Dear Guru, Where can I obtain information on Canadian TV and radio ratings and readership figures for Canadian newspapers? Thank you very much

The Media Guru Answers(Wednesday, December 01, 1999 ):
All that occurs to the Guru is CARD, Canadian Advertising rates and Data, and BBM Bureau of Measurement Canada's broadcast ratings.


Monday, November 29, 1999 #3004
Dear Media Guru: I am currently in a project for school where we have to develop a new product and create an advertising plan for it. Our product is a sweat-free golf glove. We are trying to find advertising rates for network television and especially during golf tournaments and other sporting events. Any advice or help you can offer in helping us find these rates would be greatly appreciated.

The Media Guru Answers(Monday, November 29, 1999 ):
Best bet is SQAD


Thursday, November 11, 1999 #2962
what are response rates for surveys through the mail

The Media Guru Answers(Sunday, November 14, 1999 ):
It depends on many things, such as topic, length, respondent compensation, etc. For magazine audience studies, for examnple 35 - 50% is good.


Friday, October 29, 1999 #2919
Hi Guru! I'm trying to calculate magazine CPMs. Should I use the ABC Audited numbers, or the total audience numbers (some magazines have high "hand-off" rates)?

The Media Guru Answers(Friday, October 29, 1999 ):
Consumer magazine CPMs are ususally compared based on total audience. High pass-along readership is good up to a point. You're most likley trying to reach people not necessarily owners of copies of magazines.


Thursday, October 28, 1999 #2916
Hi Guru, How is the CPM rate calculated by the web publishers?. what are the criteria adapted by them to arrive on their CPM rate?(say $30 or $40 for every 1000 impression).

The Media Guru Answers(Thursday, October 28, 1999 ):
The CPM = Ad Cost ÷ Ad impressions. Many sites quote ad rates in terms of CPM. That is you can order the number of impression you want your banner to receive, and get exactly that number priced at "x" CPM.

Several issues are taken into consideration in setting CPM prices:

  • Competitive pricing - a site can't successfully charge double the CPM of another with similar audience and content.
  • Traffic - up to a point, more size is considered to have a premium value. Then there will be econimies o scale
  • Unique audience- hard to reach demographics are more valuable


Friday, October 22, 1999 #2901
I wanted to release a full page ad of my client in the following publications and needed the circulation and rates alongwith the break ups of: Wall Street Journal ( American & European) Finanacial Times Australian Finanacial Review Sydney Morning Herald Newsline Herald Al Ahram Also I needed to know the representatives of them if any in INDIA. Please co-operate. My e-mail address is artiind@netscape.net

The Media Guru Answers(Tuesday, October 26, 1999 ):
Go to Standard Rate and Data Service (SRDS) and International Media Guide. Also visit the web sites of the individual publications.


Thursday, October 21, 1999 #2895
Dear Guru,I want to know why ad agencies work with standards like a 15 % commission. Why are these norms like - commission on gross or net amount followed as a standard? When are the commissions charged on gross amount and when on the net amount? For ex. why only 15 % but not any other figure. Similar norms are followed when charging for media space/ time bought by a client. I have read your answers on the concept of 3 + frequency for ads. Could you please provide similar information for the aforementioned norms and the various norms/ standards followed during billing by ad as well as media buying houses and Agencies of Records. I would also be obliged if you could direct me to any site which provides this information.( The commission rates which I have mentioned are followed in India. Are they the same worldwide?) Thanking you in advance.

The Media Guru Answers(Thursday, October 21, 1999 ):
15% of the gross media cost has been the standard for so many years that no one questions the rationale any longer, though many big budget advertisers negotiate other deals, and many small budget advertisers must pay a different fee. When commission is based on net, 17.65% is used to get the same proportions.

Not all media have always used 15%. It used to be common for outdoor to base prices in 16.67% of gross, on the theory that more work was required of the agency for "riding the boards." Some media only publish net rates which agencies must mark up. These media are typically smaller locally oriented ones useed to selling direct to advertisers. Internet web sites often quote net rates as well.

On other items and services which agencies purchase for clients, such as production the 17.65% of net is commonly used.


Thursday, October 21, 1999 #2894
how do independent buying houses opearate and what are the advantages/ disadvantages of using one?

The Media Guru Answers(Sunday, October 24, 1999 ):
These buyers usually charge 5% commission or less for media placement and also offer planning and media research services.

Many also buy "on the spread" meaning they earn all or a portion of the money they save compared to the client's buying benchmarks.

Their presumed advantage is that they negotiate better rates. This is credible, since this is often the only selling point. A buy "on the spread" demonstrates the reality of this advantage. Planning may or may not be superior. The key disadvantage, for an agency, is the cost. If the expense is less than maintaining a full scale buying capability, and the agency doesn't feel a need to have staff buyers for the sake of image, then there's an advantage.


Thursday, October 14, 1999 #2874
Media Guru, I have just recently become aware of your web site, and I think it can be a vaulable resource for me as I begin to plan advertising campaigns on the Internet. My first plan has an overriding goal of driving traffic to its web site, with banners playing an important role. Therefore, I was wondering if any measurements, benchmarks or other standards for click-through rates exist for the following: 1) Buttons vs. Banners 2) Half Banners vs. Full Banners 3) Traditional Banners vs. Rich Media/Interstitials 4) Single Banner vs. Multiple Banners on a page 5) Placement of Banners within a page (top/middle/bottom) Guru, any information or insight you can provide would be greatly appreciated, and you would obviously receive full credit for any information I might use in a presentation. Thanks in advance for you help.

The Media Guru Answers(Sunday, October 17, 1999 ):
All else being equal, that is color, animation, etc., bigger banners outperfom smaller banners. Full banners will get 2 to 3 three times the clicks of button banners. Top of page will outperform lower positions, if only because there is a greater chance to be seen, because visitors usually arrive at the top of a page.


Thursday, October 14, 1999 #2873
Where can I get information on pricing of advertisements in a web site? What are different methodologies for pricing and types of advertisements in a web site? HOw can Return on Investment ROI be calculated?

The Media Guru Answers(Sunday, October 17, 1999 ):
Many web sites have on line rate cards. Go to the Guru Archives Search Engine. Use " rates" as your search term, to see what we have on the topic. Industry information sites, like The Industry Standard, CyberAtlas and NUA Internet Surveys may also be informative.

ROI is simply a comparison of money spent to money coming in. What you plug in to each side of the equation is up to your judgement and your business model.


Friday, October 08, 1999 #2859
Looking for an up to date general CPM rate comparison across traditional media (TV, Cable,Radio, Newspapers, Magazines, Billboards) Is there any info source that gives the general range of CPM rates ?

The Media Guru Answers(Friday, October 08, 1999 ):
See AMIC's Ad Data area


Thursday, September 09, 1999 #2780
I am a college student and I work part time at an Ad Agency. I am currently taking International Mass. Comm. at St. Norbert College and my research paper has to deal with the media of a foreign country. I was hoping you could fill me in on how to find information about media and media relations for foreign countries, namely England and Canada.

The Media Guru Answers(Monday, September 13, 1999 ):
Start with Canadian Advertisng rates & Data and International Media Guide. These should give you a start, and you should be able to continue by visiting web sitees of the media you'll find in these guides.


Thursday, September 02, 1999 #2764
I need to buy spot radio on stations throughout New York State, to run for one or two weeks at time, twice a year. Is there a way that I can coordinate a buy that consists of the same advertising schedule and the same demographic, but lots of different stations and owners, without bringing in a buyer?

The Media Guru Answers(Friday, September 03, 1999 ):
The cost of a buyer will probably be well worth it, in time saved and money wasted on buying the wrong thing.

If you think you have a good reason to avoid using a buyer, the major radio rep firms, Katz and Interep will put together schedules for you market list and demographics. These schedules will involve competing stations and it would be the buyers function to determine the right stations fro your needs and negotiate the best rates. Note that reps typically do not sell stations to purchsers based in the stations' home market, the stations handle those clients directly.


Thursday, August 05, 1999 #2692
Where can I find TV CPM rates for demos?

The Media Guru Answers(Thursday, August 05, 1999 ):
The most popular source is probably SQAD.


Friday, July 23, 1999 #2655
my client wishes to advertise for a sale of his plastic mould machinery for sale ad in the world's top 5 publications. i want to know the rates , frequency, circulation of leading newspapers / magazines which will be in my target audience. please help me. this is very urgent. thank you.

The Media Guru Answers(Wednesday, July 28, 1999 ):
This kind of ad is completely inappropriate for the "world's top 5 publications."

For the top 5 publications read by people who might be interested in plastic mold machinery, try Standard Rate and Data Service (SRDS) business publication resource.


Wednesday, July 21, 1999 #2652
Guru, what resources are available who are quoting "click-thru rates" for advertising networks. Who is the most reliable resource to get this information? For instance, our competitors are quoting 1%+ click-thru rates, some analysts say click-thru rates are around .65% and falling. Who should I beleive?

The Media Guru Answers(Friday, July 23, 1999 ):
There's a lot of latitiude for definition of terms. First of all understand that click rate is much more a function of the banners itself than the site it's on. Animation, provocative words, colors have all been proven to have a major effect.

Second, new banners do much better at first. And full banners do better than smaller ones. A site may quote its full banner, first week shown click rate, while an industry average would span more time and include more sizes.

DoubleClick has some well researched data, and you should find more at NUA Internet Surveys, The Industry Standard, CyberAtlas and , Nielsen//Netratings.


Thursday, July 08, 1999 #2616
Hello Guru! I would like to ask you what is a 30 sec equivalent GRP and why is that calculated if the spot length (as per some of your previous answers) do not influence yhe level of reach&frequency ? Thanks

The Media Guru Answers(Thursday, July 08, 1999 ):
:30 equivalent is a buyer's convenience. Assuming the standard unit purchased is a :30, instead of dealing with different unit rates in the same program, a :15 is treated as if it had half the rating. It's strictly an efficiency/value issue and has no impact on reach or frequency. Remember that the ratings we have are actually the ratings of programs or time periods and not commercials; commercials are just assigned the rating of the time slot wherin they air, so commercial length is irrelevant to rating.


Thursday, July 01, 1999 #2600
I'm coming from a traditional general market media background and am moving to a sophisticated direct response company. What are the primary criteria I should address in negotiating DR rates (on net cable or synd radio) vs. a fixed position schedule? CPP has become irrelevant. We just want the lowest unit rate that will clear. Any tips? (by the way, the DMA is no help here).

The Media Guru Answers(Friday, July 02, 1999 ):
In DR, response is what matters, and it has little to do with CPP, or rating. You need to track response by station, daypart, program type, etc. and buy based on what delivers.


Monday, June 21, 1999 #2587
do you have coupon redemption rates by media (including fsi's) and by demographic segment?

The Media Guru Answers(Friday, June 25, 1999 ):
Try Simmons and MRI


Thursday, June 17, 1999 #2582
Is there any where on-line that I can get information regarding response rates in relation to 1st Class vs. 3rd Class postage. Thanks.

The Media Guru Answers(Sunday, June 20, 1999 ):
The Direct Marketing Association (DMA) is your best resource for such information, but the Post Office itself is promoting direct mail and may be helpful.


Tuesday, May 18, 1999 #2510
Could yu give me some insights regarding pricing ad space on the net on the basis of fixed number of impressions? How are the slab rates decided upon? What is the minimum number of impressions one can sell for, 5000, 10000 etc.?

The Media Guru Answers(Tuesday, May 18, 1999 ):
Most larger, commercial general audience sites are selling at cpm's in the $15 - $30 range, barring special deals or unusual volume. This would make $5000 worth 167,000 to 333,000 impressions.


Saturday, April 24, 1999 #2467
what are the ad rates for adweek?

The Media Guru Answers(Sunday, April 25, 1999 ):
See AdWeek Rate Card


Friday, April 23, 1999 #2465
I am puzzled and maybe I should know the answer to this question, but I don.t We are competing with another agency to win an account. We were given the assignment to put together a television buy. The objective was to put the same buy together, but improve on the rates. Bottom line is that the buy starts in two weeks and the market is very tight. We improved in some areas and some ares came in higher. We were able to secure some overnight spots at no charge. This was the only difference. The ratings were .1 and .2 for overnights. We ran a reach and frequency. The following are the results: Ours results: 69.5 reach 4.4 frequency 309.1 GRP's There results: 46.6 reach 6.6 frequency 309.2 GRP's Why the difference? We use MM+ and they sue TAP SCAN. Could the diffence software programs be so difference in calculating R&F? I hope I have supplied you with enough info. Thanks.

The Media Guru Answers(Friday, April 23, 1999 ):
Two systems can legitimately have very different results, but this case does seem extreme. The detail level taken into account can vary and be quite important; for example, repeated use of the same stripped program or weekly program may be something one R&F model takes into account while the other just considers a more general GRP by daypart.

You haven't said whether the schedules were very nearly identical, either. If your 309 GRP was made up of 60 spots and their 309 was made up of 300 spots there would be substantial difference in R&F. Yours would then be preferable to most advertisers.

Bottom line, it doesn't make any sense to compete based on R&F results unless the same model is used on both schedules.


Wednesday, April 14, 1999 #2445
i read an article about the optimizer program and they use there on the phrase REACH PER POINT (RPP) what does it mean and how can i use it . (and i am not mean to cost per reach point) thanks a lot

The Media Guru Answers(Wednesday, April 14, 1999 ):
Without seeing the article, the Guru is only speculating, but he believes this refers to the varying reach accumulation rates of different media elements, programs and dayparts.

For example, a given demographic may generate 30 reach for a typical schedule of 100 Gross Rating Points in daytime and 50 reach for 100 GRP of Prime. They have a different reach per point (GRP). When coupled with the cost, it's the essence of optimizers.


Tuesday, March 30, 1999 #2421
The need: I am looking for a way to factor 'page exposure' data into mainstream media metrics such as CPM or GRP. MRI tracks and calculates page exposure using the following: (#_of_days_magazine_is_read * #_issues_read * %_of_pages_read)= avg_page_exposure I believe such data would not only provide a more accurate picture of a readers exposure to the ad pages but could alter CPM & GRP rates. My Reasoning: CPM=(ad_rate/audience); audience=(circ * readers); 'readers' is thenumber of different set of eyes per issue (single exposure). This number does not take into account how long or to what extent the reader looked at the publication -- it could be the mailman delivering the magazine who remebers the cover or it could denote a subscriber who reads the issue cover to cover. Enter the issue of page exposure. Suppose I am considering a magazine with a CPM of .01851 = 40,400/(704,000 * 3.1). However, if this same magazine provided me with a page exposure rate of .99 = (3 * 1 * .33) -- which says that the audience takes 3 days to read the issue and reads about 33% of the issue a day (which I know is unrealistic, but hear me out). Now suppose I take the .99 exposure rate and add it to the 'reader' and recalculate CPM --- 40,400/(704,000 * (3.1 +.99))= .01404 -- I get a much lower CPM. My Question: Why can't I make this type of calculation with page exposure data -- where is the break down in my logic or math? Any insights would be GREATLY appreciated. Thanks in advance!

The Media Guru Answers(Thursday, April 01, 1999 ):
First, overall, yes it is a reasonable and not unusual concept to adjust CPM according to additional measured factors reported for magazines. However, there are some minor and some major issues with your process in terms of labels and decimal places, etc.

Yes, CPM is ad rate readers. Readers is circulation times readers per copy (refer to the explanation of MRI information which the Guru did for you in query #2403).

So the basic CPM -- cost per thousand impressions -- in your example is actually $18.51, assuming you mean $40,400 is your ad csot, 704,000 is circulation and 3.1 is readers per copy.

The exposure rate is a factor, not an add on. So the adjustment would be 3.1 times 0.99 or 3.069 or virtually no change. The cpm is now $18.70. If there was a very different page exposure factor it would make a difference. It is a valid way to reaxamine CPMs.


Tuesday, March 23, 1999 #2403
I have been researching these questions for a number of days now and have been unsatisfied with the answers I have been receiving. I am a new member and new to this field, any direction would be most helpful. Thank you in advance... 1) What is the difference between Rate Base (a number guaranteed by publishers and audited by ABC) and Readership (a number provided by, say, MRI) levels for magazine publications? 2) Which number (above) is most often used to calculate CPM (I believe this calculation is ad_page_rate/readership)? 3) Is 'readership' really a composite number (perhaps a result of some other formula)? If so, does Page Exposure rates factor into 'readership'?

The Media Guru Answers(Tuesday, March 23, 1999 ):
If you went to AMIC's Rates, Dates and Data area and clicked the link
"Audience data from MRI is available for
Fall 1998 for Total Audience, Circulation and Readers Per Copy
" you would see the table from which this image is taken:



The following discussion will use this table as a visual aid.

"Rate base" refers to circulation, the actual number of copies of a publication printed and sold for the average issue over a specified period of time. In the table, "Circulation" is the middle column of data.

"Readership" is the number of readers of the average issue. It includes "passalong" readers, who may not be the buyers / subscribers but read some else's copy. In almost every case, total readership will be greater than circulation. The first three columns of the MRI table we are looking at are readership numbers.

CPM can be calculated based on either circulation or readership. The circulation CPM (Cost Per Thousand) calculation is: divide ad cost by the number of copies in circulation.

The readership cpm calculation is: Divide ad cost by number of readers of an average issue. Often readers within a specified demographic the advertiser is targeting are the divisor in this second calculation. As a planning tool, the readership CPM is more common than the circulation CPM, especially for categories of print that use readership research, such as MRI.

Many people misinterpret the common reporting of "readers per copy." The last three columns of the MRI data are readers per copy figures. What audience research actually measures is readership. A random sample of consumers is interviewed and asked about their magazine reading to determine how many readers there are for an average issue of a magazine. Readers per copy is a calculation done after the fact, dividing the readers measured by the circulation. It is a handy factor used to compare magazine pass-alongs or to calculate other audience elements.


Monday, March 01, 1999 #2362
Hi Guru We are web development company based in the middle east have just launch a real audio site for a local popular radio station. The radio station has asked us to market the banners on the site as well. Radio spots are sold on a 30sec basis and they have several packages for spot sales. We on the other hand have banners and require to sell them to potentaial advertisers. We cannot charge radio rates as they are too high and need to know how to set up the rates for the banners Regards Deepak

The Media Guru Answers(Monday, March 01, 1999 ):
Smaller sites without very specific targets are probably charging US$20 - US$35 cpms. You should begin by examining the rates of sites you consider comparable to yours.


Wednesday, February 17, 1999 #2343
Could you tell me approximate advertising rates on prime time network TV for a 30 second spot to be shown 10 times between the months of June and August?

The Media Guru Answers(Wednesday, February 17, 1999 ):
Depending on many, many factors, the range would be about $80,000 to $500,000.


Friday, February 12, 1999 #2329
I am trying to find information pertaining to cost per click through ad rates on the internet. Do you have any information pertaining to average cost? As well as CPM's on the web. The Research Monitor section of your website provides Pricing Web Site Advertising (The Media Buyers View) white paper, but it is dated a few years back. Is it still relevant? Thanking you in advance.

The Media Guru Answers(Saturday, February 13, 1999 ):
The excellent compilation of internet news and research at NUA includes price data.

The pricing article's theories and concepts are still relevant, though specific prices mentioned may be out of date.


Friday, February 05, 1999 #2313
I have launched a newsletter for educators who administer a very specific type of program. It's an audience of great interest to sellers of curriculum materials aimed at that very niche. Unlike most subscription newsletters, I'm interested in accepting advertising, but have no idea how high to set my rates. I've got 90 subscribers as of this morning, and it's growing by 10-20/week. I expect that at least 150 people, maybe 200, will see my next issue. How do I determine a reasonable rate? I've also got a website where I post news updates. I'm getting about 20 hits per day, and expect it to dgrow dramatically as poeple find out about it. What's a reasonable rate to charge an advertiser to put his logo at the bottom of my home page with a link to an ad page? Help!

The Media Guru Answers(Tuesday, February 09, 1999 ):
Website banner cpms range from $5 to $100 or more, with an average around $30, depending on the number and uniqueness of the visitors or their perceived value to the advertiser.

Newsletter advertising might be in the same range, making an ad worth $1 to $20, but the competitive rates of other newsletters and direct mail costs in your target arena should be considered. In either case an audience of 200 will not justify much of an ad price.


Tuesday, January 26, 1999 #2289
Is there a formula that radio stations use to determine the rate an advertising agency or buying service must pay for advertising? Also, would you know what the Total HH Universe for Radio in America is , or where can I find this information?

The Media Guru Answers(Tuesday, January 26, 1999 ):
In setting rates, of course a station must cover its costs of operation. But radio is a negotiable medium and the station has to consider what the marketplace pricing (cost per point) is for the demographics in which they have strength or wish to sell.

The U.S. Household universe for radio is the total household universe, or roughly 100 million. But, because radio is a highly personal medium, and audiences are based on individual listening, households are not considered relevant for radio. Radio ratings for households haven't been provided in standard research for 30 years or more.


Wednesday, January 20, 1999 #2279
Can you help me with the following? I am creating a custom magazine for the education market which spotlights highly successful educational programs that use technology effectively. My audience is decision makers who use or buy technology in educational systems. My advertisers will be technology companies. How do I determine advertising rates, or probably more to the point, how do I find someone to hire who can do this for me? (and do it right?) Thank you in advance. I have been doing research for days and coming up with nothing credible. Diane

The Media Guru Answers(Wednesday, January 20, 1999 ):
The rates can be determined at first by comparing to magazines of the same size and content / target audience.

There are independent magazine representatives who could help you. You will find lists in the front of the appropriate Standard Rate and Data Service (SRDS) resource.


Monday, January 18, 1999 #2266
I have 3 general questions, please: 1) Advertising on the Web: a) how much money is spent on internet advertisng today, and what are the projections for the next 2 years?; b) what percentage of total advertising spending does internet advertsing represent today, and what is the growth rate/trends for internet advertising; c) current rates for internet advertising vary widely from $20-$80 CPM; do you see these rates ranges holding, narrowing (and if so what would be the range?), or will rates increase? 2) Advertiser Value Proposition: a)why are firms advertising on the web, and what type of firms are inclined to advertise there; b) what are advertisers looking for, or what criteria do they use, in choosing one sit over another? 3) Internet Media Buying: a) who is doing the media buying for firms interested in internet advertising? Thanks.

The Media Guru Answers(Monday, January 18, 1999 ):
Regarding your question 1a, NUA and CyberAtlas offer two of the best compilations of internet research. Jupiter also tracks this info as does Ad Age.

Re 1b: trends are too variable to project, Ad Age makes some effort to put it all in perspective.

1c. The range is even greater than you state. More competition in the mass audience sites may bring the low end down, but the high end, which is based on target selectivity and special opportunities is probably stable.

Regarding 2a, advertisers on the web are of all types. It makes most sense for advertisers with computer and communications targets or those targeting the demographics known to be web users.

2b: As with all other advertising, some advertisers prefer raw tonnage and others are looking for tight targeting or supportive content.

3: There are dozens of firms placing online advertising. Some are specialists and some are part of traditional ad agencies. Note the adjacent query inquiring about several of them.


Thursday, January 07, 1999 #2251
Hi there I am a media planner from India and would like to clarify the method of calculating BDI & CDI for a country like ours where population dispersion is not uniform across the SocioEconomic Class (the parameter used for setting the target audience. Iit is a cross tab of education and profession of the chief wage earner of the household) in different markets In such a situation is it advisable to use the total population of the country rather than Target Group Population. Sissors and Bumba advise using the Total Population but i guess thats more applicable to developed countries where TG dispersions are uniform Thanks a lot andrew@LoweIndia.com

The Media Guru Answers(Thursday, January 07, 1999 ):
The concept of BDI and CDI is based on different sales rates (units or Dollars of sales ratio to units of population) within specific marketing regions.

Logically, the same demographic should be used locally and nationally. If each person in demographic "X" consumes 10 units of "y" nationally, than the national rate is Y X.

In each market, the demographic population is also compared to consumption and a similar ratio calculated. Then the market's ratio the national ratio becomes the BDI or CDI, depending on whether Brand or Category data, respectively, was used. If the total national population is the base but you use the target pop. in markets, then each market's CDI is inflated by the same percentage. That is, if the target was selected because its members, nationally, have a 150 index of consumption of the product, then each market's BDI would be inflated by 50% if the National population was used as the BDI base.

On the other hand, there may be not difference in effect, because in either case, whatever the national base used, the realtionship between markets will be the same.

However, since it is really sales, not people with which you are dealing, it is cleaner to use total, not target population in each case. Otherwise you assume that in every market, target members consume the same, which obviates the BDI excercise. Suppose someone other than the target is a major consumer in some geographic are, why mask that in planning market allocation? After all the whole idea of BDI/CDI is based on the concept that a product's consumers are not evenly distributed demographically, even in countries where some demographics may be.


Tuesday, December 22, 1998 #2233
Dearest Guru, I am in desperate need of your help. I have a hotel client that would like both a Corporate anylysis & indivdual property anylysis based on what was spent last year. I need to calculate total impressions by business unit (there are 4 units) & also what the cost per impressions were. This is where it gets tricky, can I calculate this information without last years media plans? I am new here and the person before me kept, shall we say, no records of last year's activity. If I can get total dollar's spent by business unit for 98' how can I calculate the above impressions? (ie: last year's circulation per publication / by total cost per media buy) Please help!

The Media Guru Answers(Tuesday, December 22, 1998 ):
If the plan was all print, and you know the spending per title and the magazines' actual rates charged as well as the creative units used, you will be able to do your figuring. But. . .

this means you are using circulation for impressions while audience would tell a fuller story.

Someone in your financial area should have the bills for the schedule, which would tell you the number of insertions and eliminate all that calculation with questionable spending and rates.

Better yet, be a real media pro and contact the salesmen at the magazines to give you the impressions anaslysis you need, they'll probably be delighted to introduce themselves to the new media person this way.


Monday, November 30, 1998 #2187
where can i find information about advertising for news papers? for e.g. advertising for ny tines or washington post. also where can i find information about brand management of media brands?

The Media Guru Answers(Monday, November 30, 1998 ):
Try The New York Tmes and The Washington Post websites first.

For rates of many papers go to Media Passage.

The Standard Directory of Advertising Agencies and Advertisers would list brand managers for media brands in those cases where that function exists. The Guru beleves that the function is more likley to come under the control of a medium's marketing director or publisher.


Thursday, November 05, 1998 #2127
I would like a sample of the rates for tv in Milwaukee. For all the networks. I'm writing a proposal for that includes how mush tv rates are in Milwaukee as compared to local access. could you e- mail me the answer- just the cost of the production?

The Media Guru Answers(Thursday, November 05, 1998 ):
You'll find some recent Milwaukee TV rates in AMIC's Rates, Dates and Data area under "SQAD"


Monday, November 02, 1998 #2120
Our agency has little direct response TV (DRTV) buying experience yet a client has asked us to buy for a DR creative unit. Is there any rule of thumb on how many spots to purchase per week? I know it depends on results expectations and clearance rates but am wondering where to start.

The Media Guru Answers(Friday, November 06, 1998 ):
Rules:

Make sure you have enough telephone answering capacity to handle the calls you will generate. For safety, consider 2% of the impressions you will buy as call volume.

Consider spacing spots to manage response flow.

Track responses closely to understand

  • clearance
  • which spots work best
  • and actual response rate


Sunday, September 27, 1998 #2056
Can The Guru provide a source (or sources) for securing multi-market Yellow Page advertising rates?

The Media Guru Answers(Sunday, September 27, 1998 ):
There are only a few publishers, but often they distribute sales responsibility to individual cities, area codes, etc. Your best bet might be to work through one of the major yellow pages specialist agencies like Wahlstrom or Berry Network


Friday, September 18, 1998 #2049
How do rates for spot tv compare with that of local cable tv? Is there any trend?

The Media Guru Answers(Wednesday, September 23, 1998 ):
While local cable cost-per-announcement may be less, in general, local cable is less efficient than spot broadcast tv, but there are a lot of "it depends" factors. The general rule applies most strongly when you desire full DMA coverage. You (or the cable rep firm) may need to assemble several cable systems to achieve this (or to get the 70% or so cable coverage possible).

The Guru has seen instances where local cable cost per spot to cover 20% of cable subscribers in a market required a greater cost per spot than local broadcast. The Guru has also seen a local system, again about 20% of a DMA's coverage, asking higher costs for local spots in a specific cable network than the national cost of that same network's spots.

The problem is in part a loss of economies of scale when too many individual local systems have to throw switches and do paperworks in airing what could be "one" spot.


Wednesday, September 16, 1998 #2046
Do you know of a company that brokers remanant radio time? We currently buy print advertising through two different remnant brokers, but have not found the same for radio. We need very competitive, DR rates. I'm concerned that just letting reps know of our interest will not generate enough inventory. Thanks.

The Media Guru Answers(Tuesday, September 22, 1998 ):
The Guru is not aware of any such brokers. In radio, the standard rep contract gives the rep a commission on any sales through any other rep, so this sort of brokering would not be financially feasible. The regular reps, however, may be a source for you.

The nature of broadcast "mechandise" which is perishable makes the situation quite different than print where last minute cancellations or less-than-national buys create space that will carry a cost unless sold. Often, broadcasters will give away unsold time as bonuses to paying advertisers.

There has been a history of buyers who are open to remnant time making themselves known to radio networks as ready to buy any remnants. The same technique might work with spot if you can identify enough stations that you are willing to buy on this basis.


Monday, September 14, 1998 #2042
I have been asked by a potential client about CPP's for demos in Netherlands, Belgium, and Austria. I own an ad agency in Atlanta, GA USA. Can you tell me where to find this information? Sincerely, Robert Davis Adman4@ix.netcom.com

The Media Guru Answers(Tuesday, September 15, 1998 ):
The biggest international agencies, like Cordiant or Y&R, publish country-by-country media fact books which can be purchased. Otherwise, International Media Guide will provide rates, but probably not audience figures.


Thursday, June 25, 1998 #1923
Guru, I work for an online interactive media group (Vickers and Benson). We are planning a large campaign for a major Canadian bank. One problem however is trying to find the value of a high priced CPM. If I'm going to pay $85CPM on AOL can I be certain that it will result in higher clickthroughs? Do high CPM's mean good clickthrough rates? More imprtantly, how does one determine CPM value? If I concentrate my budget on a few high-end sites am I bound to get a higher clickthrough % than several low-cost CPM? Thakx in adavnce

The Media Guru Answers(Friday, June 26, 1998 ):
Absolutely not! There is no inherent, reliable correlation of web cpm with clickthrough.

Clickthrough is a function of two things:

  • Placing your banner on a site where the visitors are likely to be interested in what you are advertising, and
  • Making your banner interesting enough to attract clicks.
In the first case, it is between you and the seller to determine if the right audience will see the banner. One way is to attach the banner to specific key words in search engines or site searches. Another is to select sites with very targeted content. The former can be far less expensive cpm-wise than the latter. Often high-end cpms are charged for highly targeted sites which have smaller, but more select audiences.

If you are looking for clickthrough guarantess, some sites are sold on a cost-per-click basis, and you should ask for that if the seller insists his audience will deliver high clickthrough.

Becasue the real burden of attracting clicks is born by the ad copy and also depends on how fresh it is to the eyes of the prospect, the Guru thinks selling cost-per-click is a sucker bet for a web publisher.


Monday, June 01, 1998 #1879
Dear Guru, I have a local client who is looking at gradually expanding into the US / European business markets. They are looking to gradually start generating awareness in these areas. The target market is businesses / individuals interested in doing business in Africa. We have been asked to compile a report onthe following: a) Media choices - TV vs. Print etc b) Broadcast sponsorship opportunities (Sport, business programming etc.) c) Advertising Costs and potential reach, frequency for campaigns in these markets. Which medium / combination of media should they be looking at initially, and why? Where do I source information on global rates, audiences, trends? Thanks for a great service!

The Media Guru Answers(Tuesday, June 02, 1998 ):
You may refer to Standard Rate and Data Service (SRDS) for the U.S. media lists and Intrernational Media Guide for Europe.

You may find that trends are best assessed by reviewing the archives of each country's ad trade media, such as Ad Age in the U.S. or Campaign in the U.K. If you can get the media factbooks compiled by major international agencies like Saatchi (Cordiant) or Young & Rubicam, there will be convenient trend data presented.


Saturday, May 30, 1998 #1617
what is the history of print media?.where does it stand today?.what it will be its future,say ten years time from now.

The Media Guru Answers(Tuesday, June 02, 1998 ):
The question is so broad that no meaningful answer is possible. Since you are writing for India, the relevant history may be different than for other countries.

Print advertising, in the from of signs goes back many hundreds of years. The ruins of Pompei contained signs advertisng businesses and prostitutes.

Not long after Gutenberg created moveable type, Newspapers were invented, and newspaper advertising is almost as old, probably over 300 years.

Print today has different strengths in different countries and cultures within those countries.

Where broadcast media are not government owned and there are stron freedom of the press laws, combined with high literacy rates, print stands well in relation to other media.

Where government control of broadcast media is strong and the press is free, print is realtively stronger. Where literacy is lower, print is weaker.

The Guru does not see much ov this changing in ten years. In the U.S., for instance, there is research which shows that no more than 50% of adults are ever likley to participate in the internet as we now know it. If Broadcast and cable TV continue to fight for the same audience, print will remain stable.

In other countries, if litereacy is on the rise, print will likely prosper, if nothing changes about broadcast/ The irony about the "TV-like" internet, is that it does require literacy to use effectively.


Wednesday, May 20, 1998 #1599
Dear Media Guru, I am developing and producing a short radio feature for barter syndication. On what basis do syndicators typically set their ad rates? I realize that the rates may be highly negotiable but are there any common formulas (based on CPM, CPP or some other data) used by syndicators to arrive at an "asking price"? Also, can you recommend any resources helpful in developing and marketing syndicated radio programming? Thanks for your help.

The Media Guru Answers(Wednesday, May 20, 1998 ):
Some of the issues in syndicated programming pricing are:
  • CPM or CPP better than spot radio pricing for similar audience size
  • Possible premium for an attractive program environment.
  • %U.S. coverage

There are numerous radio syndication companies, handling everything from Rush Limbaugh to obscure musical formats. One good way to solicit response from -- or tips about -- the right resource would be to post a message about your program to the "Radio Media" discussion list. Send your request to join the discussion to RADIO-MEDIA@adsong.com


Thursday, March 19, 1998 #1535
Im a printer wanting to target "Preprints" as turnkey to companies that are buying printing from me and buying inserting from the newspapers direct. I have called some newspapers and even news associations about rates but get the feeling that they're suspious of me. All I want is to sell voulume printing and give my customers accurate information for targeting areas and possibly handle that for them for a 15% agency commission. Do you have any advice?????

The Media Guru Answers(Friday, March 20, 1998 ):
Generally, major newspapers have "rep" firms contracted to do the selling for them, and might be obligated to pay commission to the rep assigned to cover the customer you bring in, leading to double commission.

Try working with the reps. Ask the newspapers for the contacts at their rep firms.


Friday, February 06, 1998 #1499
In the interactive media source (SRDS) they list rates in net cpm and gross cpm. What is the difference in the two?

The Media Guru Answers(Friday, February 06, 1998 ):
Net is 85% of gross, to allow for the once "standard" 15% agency commission.

Net is the final amount received by the media vendor.


Thursday, January 22, 1998 #1491
Dear Guru, My client is a Bank Investment and it wats to ad on outside country veihicles. I need your help to identified the best magazine and newspaper to my client. Country: USA, Europe. Client Category: Bank Investment Are you familiar with CFO Magazine, TMA Journal? Are they a good sugest? What kind of advertiser run on these magazine? Thanks a lot, Thaya

The Media Guru Answers(Thursday, January 22, 1998 ):
No print media plan should ever be completed without the planner having seen the magazine and absorbed the information in its media kit: rates and editorial focus at minimum. Doing this will be the best start to answering your questions


Monday, December 01, 1997 #1467
where could i find the rates of television spot rates and magazine ad

The Media Guru Answers(Monday, December 01, 1997 ):
You'll find some of this at AMIC in the rates, Dates and Data area.

More extensive information is available from Standard Rate and Data Service (SRDS)


Thursday, October 02, 1997 #1420
Hi, I am a marketing student. During our course of media planning, we came up with the following question: Do advertising agencies contact publishers themselves or are they contacted by publishers. If they are contacted by publishers, with what information does the publisher provide the agency (brochures/ clients/ etc.). What would the publisher need to present that the agency will recommend it to their own clients?? Who would be the person within the agency that the publisher would speak to?? Thank you for your help Jan, Germany

The Media Guru Answers(Thursday, October 02, 1997 ):
The Guru's response may not apply equally in all countries, however:

Agencies contact publishers, usually while actively working on a plan for a specific client for a specific promotion or period of time. The media planner or buyer is usually the first line of contact for a publisher

Publishers contact agencies, usually continuously, when they learn of a new account at the agency, or new staff involved in the media decisions, or when they have something new to tell the old staff or old accounts about the publication.

Publishers typically have brochures (in the US, called "media kits"). These usually describe the editorial content and mission of the publication, describe the target audience, list the advertising rates and circulation details, provide audience research when available -- either from syndicated or proprietary sources -- and may compare the publication to its competitors. Production requirements are also offered: sizes, materials, closing dates for ordes and materials, editorial and publication calendar.

Different advertisers and different media planners may be looking for different aspects of the publications at different times.

One day, audience size or composition may be the most important, another day cost or cost/audience ratio.

Sometimes, editorial environment or authoritativeness of the publication are most important, etc.

The kit is an introduction and reference tool. The publisher needs to:

  1. Focus on agency accounts that make sense for the publication
  2. stay in touch with the agency to know when decisions will be made and what extra information is helpful
  3. keep information up to date
Watch for a forthcoming media kits feature, here on AMIC


Tuesday, August 19, 1997 #1394
Are there many spot Tv buyers negotiating pod positioning? If so what sort of premium would one have to pay to assure 1st pod position?

The Media Guru Answers(Tuesday, August 19, 1997 ):
One can ask the major reps how many buyers are negotiating pod postioning and hope for an accurate answer.

As far as price goes, "negotiating " is the operative word. It's negotiable, depending on the size of the buy, how good your rates were to start with, tightness of the specific market, etc, etc.


Tuesday, May 13, 1997 #1345
Since "PRICING WEB SITE ADVERTISING" was first published (it's not dated but I'm guessing '96?) have there been any 'advances' in the methodology for pricing web advertising beyond either the ModemMedia model or the alternatives suggested? I am not an advertising professional (and they said us geeks use obscure achronyms?), and I am also looking for a concise FAQ type document that might explain the formulae and jargon (CPM, Frequency, Impressions in your excellent on-line dictionary and Depth which isn't) within the context of web advertising. Are there and other specific media terms (new or old) that are pertinent in a web advertising context (I got page view and hits)? Thank you.

The Media Guru Answers(Wednesday, May 14, 1997 ):
The AMIC article was wriiten in the latter part of 1995, not long after the appearance of the Internet World May 1995 article which it discusses.

By the way, please be aware that AMIC has added a new area, called I-Trac, which discusses web terms and measurement and which includes a Web Glossary

In terms of newer thinking, consider the critqued article's central concepts:

1.Determine the ratio of hits between the web site's log and the number of file "hits" that make up the page carrying the ad. Divide logged hits by number of hits making up the page to calculate what we can call "page views." Then call page views "reach."

Since then, the software which interprets log files has developed so that it can distinguish pure "hits" from the more relevant page requests or "page views" . Hits today is taken to refer to any line in a log file, even errors. (Ad) Page requests is the analog to traditional media's "impressions".

2.Determine repeat viewing of that page and call that frequency.

We more commonly use "frequency" in terms of whole campaigns

3.Determine the success of viewings of that billboard ad in moving readers to the actual web site and call that "depth."

This measurement concept has come to be called "click-through" or ad click rate. Depth was a term only used as defined in this Internet World article.

Today pricing is generally based on cost per thousand (CPM) impressions. rates seem to range from $15 cpm for the broadest, general audience sites' rotating banners, through $50 or so for search engines' keyword banners up to $100+ for "premium audience" on highly targeted business to business web sites. Another pricing model growing in popularity is "price per click," which charges for each vistor who clicks on a banner. The problem here is that the site hosting the banner must rely on the creative to generate viewr response -- it isn't all the effect of the web site itself. Therre is considerable literature today about how to influence clicks, as well as a growing body of research which argues for the awareness building effects of the banners, regardless of clicking response. Finally, simple revenue based models are the rising concept. In this, sites hosting banners are compensated with a portion of the transaction revenue generated by web surfers they send to retail type sites. An offshoot of this is a model for ad placement agency compensation based on the revenue generated by their placement of ads at recommended sites.


Saturday, March 22, 1997 #1008
What are the media habits as surveyed by Media Dynamics?

The Media Guru Answers(Monday, March 24, 1997 ):
The complete answer to your query would fill hundreds of pages. There is a great deal of Media Dynamics' data here at AMIC, in rates, Dates and Data, though it's only a sampling.


Thursday, March 20, 1997 #1011
Hi, where could I find answers to the following questions:
* What are the most used vehicles to advertise on the net?
* What are the costs to advertise through these vehicles?
* Are there any audience rates availabel for these vehicles?
* What are the rules and regulations to advertise on the net?
* What is the effectiveness of advertising on the net?

The Media Guru Answers(Friday, March 21, 1997 ):
The Guru could write a book in answer to these questions.

  • Top sites:Jupiter Communications is the best accepted ad spending tracker, and this link presently gives 1996 total billings for the top 10 sites.
  • Costs to advertise:
    Webtrack is one source of web advertising prices. (read with care, sometimes cpm is listed as if it were a total price)
    FocaLinkprovides cost as well as content/audience information.
  • Audience:
    PC-Meter reports audience for hundreds of sites.
    MRI and Simmons also report web site audiences.
  • Rules: It's still the Wild, Wild, Web as far as regulations go. There is some standardization in agreement to definitions on "impressions" as a basis for ad pricing according to cost-per-thousand impressions. and ad pricing per banner "click-through." There is also some ad size standardization thanks to CASIE and the IAB. Details of these sizes and definitions will be listed in AMICs new I-Trac area. Meanwhile, see the CASIE Definitions and CASIE Standards for banners.
  • Ad effectiveness: Ad effectivenss will vary by ad type and appropriateness of placement. The same could be said for any medium. There is a CASIE Research Compendium which offers several studies on the topic.


Thursday, January 23, 1997 #1070
is there any place in this program where I can find tv cable rates for a college project?

The Media Guru Answers(Saturday, January 25, 1997 ):
The Guru says:

Go to AMIC's Rates, Dates and Data TV cpms section


Sunday, December 08, 1996 #1095
Hi Media Guru. I am interested in the amerikan TV und Meidaplaning Market. I would like to get some information about the TV Market Situation in the State. Do know some books concerning this subject. The same with Media Planning. I coudn't find any Book in the inter bookstores concerning that subject. Can you give me a hind, where I can find these literature. You would make me very happy. Thanks Markus

The Media Guru Answers(Friday, December 20, 1996 ):
SQAD and MediaDynamics are different resources which reflect the TV marketsituation. Both offer data in the AMIC rates andDatesarea.


Tuesday, December 03, 1996 #1100
Hi, Media Guru! Thank you for your kind answer to my previous question.Your answer was really helpful to me.

Currently, I am looking for information about American Network TV advertising rates.If you know any source that I can find the information, please let me know.Thank you very much.

The Media Guru Answers(Wednesday, December 04, 1996 ):
MediaDynamics Cost per Thousand Projections are available underRates and Dateson AMIC.


Monday, November 18, 1996 #1106
Oh great media guru, I feel as if I have been thrown into an impossible situation. We're a start-up internet company and I think I'm in over my head. I am not experienced in the advertising industry and yet I am supposed to create and execute an advertising campaign with a $300,000 budget. The partner who has given me this task wants to advertise in at least two cities and in at least 7 different mediums. My first question is... Is this a rational task for an inexperienced person? When I call the reps for TV stations and radio stations I feel like I should REALLY be working with a consultant to point me in the right direction and to make sure I don't get ripped off. Any advice? I need to find a place where I can estimate costs. Is there any source where I can find rate estimates. Do you know of anywhere where I can find general rates for multiple mediums? Or maybe a directory that would give me phone #rs to call. For example, how do you find info. on freeway billboard advertising in different cities? Are there media buying consultants that work on a flat-rate basis that can help me? (I don't want any commissions to get in the way of prudent spending....dazed and confused

The Media Guru Answers(Tuesday, November 19, 1996 ):
Yes, there are media consultants will work for flat rates (pure "media buyers" are more often paid on commission.)

The Guru does not believe that commission should necessarily be assumed to cloud buyers' judgement, as "buying on the spread" might.

The Guru will send you a private message with references to a media consultant.


Monday, October 28, 1996 #1117
What defines an "Ad Agency"? How does an agency get paid when placing ads? How do they "qualify" for the agency discount for placing ads, and is this discount universal through most media? If they don't have discounts for ad placements, is there another way to bill a client for this service other than by the hour? Thank you for your response. DJ

The Media Guru Answers(Tuesday, October 29, 1996 ):
There is really no "qualification." Ad rates ares either quoted as "gross" (comissionable) or "net" (non-comissionable). The idea is that the gross rate is there to show to an agencies client, and includes the agency's traditional 15% commission.

Rate cards specify when rates listed are net, meaning the amount the media itself must receive. This is typical for retail rates, which commonly cover ads placed by smaller,local advertisers, directly.

Some outdoor rates still observe the tradition of 16.67% commission.

Some agencies have deals with clients at rates other than 15%.


Friday, October 18, 1996 #1124
Where can I purchase a list of e-mail addresses that match specific SIC numbers?Who on the internet does these types of services?I have a client that would like to do a mass mailing to internet users that are specific to his SIC number.

The Media Guru Answers(Monday, October 21, 1996 ):
The guru is opposed to sending unsolicited e-mail. Consequently the guru will not promote any sources for sending unsolicited mass mailings via e-mail. There are many reasonable ways to use the internet for advertisingand promotion. The guru does not feel that mass e-mailings is one of them.

Set up a WWW home page. Register it with as many search engines as possible.Use banner advertising on appropriate other sites. Send announcements to appropriate news groups and mailing lists that permit them. Create a mailinglist of people who WANT to receive your promotion material.

There are many ways to be a good netizen. Sending unsolicitedmass e-mailings is not one of them. You can create more ill will, thangood will by doing things such as spamming and mass e-mailings. Remembermany people pay hourly rates for their internet connection. When you send e-mail you are in fact causing the recipient to pay to receive your message.


Sunday, October 06, 1996 #1132
I am creating a hypothetical advertising campaign for a class at Columbia Business School and I need informationon the costs of advertising in media (TV, radio, internet,publishing, etc.). I would like to know if anyone cansend me a table with comparable costs (per ad, city, audience)or a sample advertising budget, or even better a sampleadvertising plan.

Also, any information on advertising costs on the internet.

The Media Guru Answers(Wednesday, October 09, 1996 ):
The Guru doesn't provide personal answers; like Dear Abby's, Guru questions and answers are for all to see and use. One of the most important parts of advertising education is learning how to find information, but the Guru isn't going to do your homework.

Your school library will have the publications of Standard Rate and Data Service (SRDS) which list media rates for most media, including interactive. You can look up internet sales reps through Yahoo or AltaVista search engines. Many advertising agencies also publish their own cost guides, and AMIC itself offers media cost information, at Rates, Dates and Data accessible from the AMIC home page.


Thursday, June 27, 1996 #1188
Is there an established formula for setting rates for non-url linked advertising on web pages (i.e. display only advertising with no links to other sites)?

The Media Guru Answers(Thursday, June 27, 1996 ):
Nothing "established," but there are some good insights at the following sites:San Jose Mercury News' "Advertising on the World Wide Web With Mercury Center"Newspaper Advertising Association: Tracking Audience on the Web, by Jim ConnaghanAMIC Research Monitor: Pricing Web Site Advertising, A Media Buyers View by Abbott Wool


Sunday, June 23, 1996 #1193
I am interested in optaining information on a programsimilar to SRDS's e-kit that is targeted to health careonly. I work for an advertising agency that specializedin health care only. Specificly, I'm looking for a programthat will let me, for example, inter a catagory targetedto all RN's, Nurse executives, etc. The system will then listall trade publications that meet that criteria. It needs tolist rates, circulation, breakdown of target, deadlines,mechanical requirements and editorial calendar. (if published)Thank for your help, Media Guru.

The Media Guru Answers(Monday, June 24, 1996 ):
Have you considered using the SRDS e-kit just for the business publication categories you need? The Guru is not aware of any companies competing with SRDS just in the health category.


Sunday, June 23, 1996 #1665
I am interested in optaining information on a program similar to SRDS's e-kit that is targeted to health care only. I work for an advertising agency that specialized in health care only. Specificly, I'm looking for a program that will let me, for example, inter a catagory targeted to all RN's, Nurse executives, etc. The system will then list all trade publications that meet that criteria. It needs to list rates, circulation, breakdown of target, deadlines, mechanical requirements and editorial calendar. (if published) Thank for your help, Media Guru.

The Media Guru Answers(Monday, June 24, 1996 ):
Have you considered using the SRDS e-kit just for the business publication categories you need? The Guru is not aware of any companies competing with SRDS just in the health category.


Monday, June 03, 1996 #1207
Hello, Media Guru. Could you help me find current costsof various media rates. (radio,tv,newsprint,internet and so on) Thanks Don

The Media Guru Answers(Monday, June 03, 1996 ):
The only reasonably comprehensive source of the information you request would be from Standard Rate And Data Service.

Your media list covers over 20,000 individual US media alone, usually divided among over 200 Designated Market Areas or evn more Metro areas


Tuesday, April 30, 1996 #1233
please discuss the cost evaluation process for advertising on the web. IE. Yahoo, aol, prodigy. What is the basis for comparison and unit of measure for cost evaluation. thanks

The Media Guru Answers(Tuesday, April 30, 1996 ):
Rreview the Guru archives by topic, Web Advertising.There is also an excellent, more extensive pricing analysis article here at AMIC, PRICING WEB SITE ADVERTISING;THE MEDIA BUYERS' VIEW

Current trade press coverage is featuring P&G's demand that pricing be based on "clicks" of banner ads rather than just page views. The Guru sees a parallel to "per inquiry" advertising. Websites could and should charge far higher rates for clicks on ads than for accesses. The advertiser, of course shares responsibility for the drawing power of the banner in attracting clicks.

To compare to print or tv, the medium's job is to bring a viewer / reader to the ad. The pay-by-the-click approach is comparable to paying for a magazine only if someone circles your key number on the reader response card. It's a feasible approach, but likely to be costly.


Thursday, April 11, 1996 #1246
Dear Guru: I recently had a company ask about advertising rates in our company newsletter. While we haven't had advertising in our newsletter, it is certainly option I would like to explore. However, since most rates for magazine may be based on circulation, would the same be true for newsletters with a limited circulation? How would I go about setting up a rate structure for advertisers in our newsletter?

The Media Guru Answers(Monday, April 15, 1996 ):
The key factors are circulation and audience. Does your newsletter circulate only within the company and therefore have one reader per copy or outside the company, where theremight be pass-along?

Is the circulation large enough to compare to a magazine.

If you can fairly compare to a magazine, try to find one comparable in topic to your company's business and use their rates as a yardstick.

Consider whether you will have any costs of including ads and whether the inclusion of any given advertiser might have political ramifications with your outside-the-company audience.


Thursday, March 21, 1996 #1257
Are there any services that track co-op media expenditures by manufacturers?

The Media Guru Answers(Friday, March 22, 1996 ):
There is a least one book which lists available co-op programs. Except for those few media with rules requiring a logo in the ad (like "CAP") to qualify a product ad for retail rates, it would be difficult for a monitroing organization of the CMR type to detact co-op and evaluate the manufacturers share of the cost.

But someone could have done estimates somewhere. Try searching Advertising Age at your library.


Thursday, March 21, 1996 #1739
Are there any services that track co-op media expenditures by manufacturers?

The Media Guru Answers(Friday, March 22, 1996 ):
There is a least one book which lists available co-op programs. Except for those few media with rules requiring a logo in the ad (like "CAP") to qualify a product ad for retail rates, it would be difficult for a monitroing organization of the CMR type to detact co-op and evaluate the manufacturers share of the cost.

But someone could have done estimates somewhere. Try searching Advertising Age at your library.


Thursday, February 15, 1996 #1761
I would like to know a DETAILED calculation for GRP's for Television advertising. I assume the frequency is the number of times the ad ran across all channels. But how do I calulate the Reach for a T.V. AD. Is it based on the rate cards of the networks?(if so, how) or is it based on direct audience measurement. As much detail as possible would be greatly appreciated. darrylw@conceptus.on.ca

The Media Guru Answers(Thursday, February 15, 1996 ):
Calculation of GRP does not depend on knowing reach, though reach x frequency is ONE formula. Reach is the more complex calculation, GRP is relatively simple (see other formulae in the adjoining question).

Reach has no relationship at all to rates, nor to commercial length, for that matter. Audience research surveys such as Nielsen can tell us the audience of individual programs. The net unduplicated audience, or reach, of actual advertisers' schedules, examined over time covered by a given survey period, typically four weeks, can be determined.

When many such scehdules, usually thousands, have been examined in that way, "curves" on a graph can be drawn representing the intersections of reach values with schedules' GRPs. The graph curves because each added announcement adds fewer new, unduplicated people toi the reach of the schedule.

The curve can be expressed as a formula y = ax+b, which then can be built into the computer model which media planners use to quickly calculate reach from given GRPs and sometimes other descriptive details of scheduling, such as average ratings, numbers of different networks or programs, etc.

The Guru is now nearly out of details unless Nielsen survey methodology is of interest.


Thursday, February 15, 1996 #1759
Can you give me a range of rates charged by senior media consultants- daily, hourly, longer term? The rate structure and rationale should be for someone with 20+ years experience as a Media Director at large and medium sized shops, but is now in business for themselves.Thank you.

The Media Guru Answers(Thursday, February 22, 1996 ):
There are many variables that enter into the determination of rates. These include:

* The presence of a retainer
* The guarantee of a significant number of hours
* The nature and value of the project - i.e., being asked to critique a 20 million dollar media plan vs. a small local market media buy

rates can range from as low as $55 per hour to up to $300 per hour depending on a number of issues such as those described above.


Monday, February 05, 1996 #1767
What are the rates and subscriber profiles of the most popular web sites? What are the customer profiles of AOL, Prodigy and Compuserve?

The Media Guru Answers(Tuesday, February 06, 1996 ):
The "most popular websites" don't have subscribers, they have visitors who come and go without establishing relationships. Netscape, which may have the largest access count, if only because their browser defaults to Netscape's home page as it's start-up URL, and most users haven't learned how or bothered to change it. (At an estimated 3 million weekly accesses it's been said to charge $15,000 monthly for ads.)

Many major sites don't have "guest" registration procedures that capture even minimal demographics of visitors.

rates of web sites have not been thoroughly compiled. TrafficResource is an ambitious effort to compile rates and traffic for the top sites, but is apparently not generally accessible at this date.

Standard Rate and Data Service has an Interactive Advertising Resource, but it would be difficult for a printed guide to keep up with the web.

AdAge has a compilation of its Interactive Media articles available on-line. These have frequently discussed rates and traffic.

For profiles of AOL, Prodigy and CompuServe customers, MRI has included the "Big Three" on-line services as brands in its latest study of media and product usage.


Saturday, January 13, 1996 #1785
I am trying to find a resource for ad rates on a few cable networks. What does a national spot cost on A&E, Lifetime, TNT, etc. Are there any resources on the net?

The Media Guru Answers(Friday, February 02, 1996 ):
Resources like SQAD (email: SQAD@ix.netcom.com provide csot guides of this sort. Your own recent past experience or preliminary negotiations are the only better sources.


Friday, January 12, 1996 #1786
Internet Web Advertising rates for banner sponsorships have no pricing model standards. Gateway properties (Excite/Lycos/Netscape/Yahoo) with untargeted audiences base their rates on CPM ranges of 20-50. I need to evaluate prices on regionally focused web sites: untargeted & targeted non-search engine properties. Can you lend any assistance?

The Media Guru Answers(Friday, February 02, 1996 ):
CPMs of $20-50 for unselective audiences seem high. Some thoughts on web site banner cpm are offered in PRICING WEB SITE ADVERTISING: The Media Buyers' View


Wednesday, December 27, 1995 #1804
what is the difference between general media and direct response television media? and would I ever recommend to my client DRTV as an inexpensive way of getting exposure?

The Media Guru Answers(Friday, February 02, 1996 ):
General TV and DRTV are different in the way they are purchased and in key aspects of the copy used. To qualify for DRTV, the copy usually must be selling something through an 800 telephone number. Mail is also possible, but the immediate nature of telephone response is preferable (900 number ads are typically under a different rate structure).

DRTV rates are usually based on half of the going rate for the time period. The concept of "going rate" is hard to pin down with any certainty, unless you are buying the same schedule at the same time as "general media." These half price schedules are typically in remnant time or relatively undesirable times late at night or early in the morning or weekends. They are also instantly preemptible. You can't rely on delivering a schedule of "50 GRP per week in prime and 75 GRP per week in early fringe" through DRTV.

General TV schedules are used to build awareness through planned levels of reach and frequency or timely impressions delivery during specific promitions or campaigns DRTV schedules are opportunistic buys, with each airing anticipated to generate a certain quata of responses for a product ready to sell at all times without specific timing issues.. DRTV advertisers often track resonse minute by minute to associate each call with the specific commercial airing responsible. This is in clear contrast with the awarenes building aspect of general media.

When your client measures "exposure" in reach or effective reach terms than DRTV is not an efficient way to get exposure. Those remnant timeslots are not reach builders.

A DRTV advertiser is generally selling something worth the investment in inbound telemarketing expenses for each 800 number order, and assuming a certain minimum of orders per airing. (You cant make money if a $5 an hour operator has to spend 10 minutes taking address, size, flavor and credit card info to sell a $2 item, unless you add $3 shipping and handling). This means it doesn't work for toothpaste, floor wax, soap or cookies, unless you're selling the $29 bag-o-groceries special.


Monday, November 27, 1995 #1816
Where can I find reach, frequency, and rates for NordicTrack Advertising?

The Media Guru Answers(Monday, November 27, 1995 ):
Use a syndicated "competitive expenditure" service like NYC based CMR (Competetive Media Reports) to learn advertising schedules and price estimates. Then analyze these schedules with industry standard reach and frequency software, like Telmar's Maestro.


Sunday, November 05, 1995 #1825
Are you aware of any studies which have been done on online advertising rates? I am interested in both rates on the internet and those for content providers on the Commercial Online Service Providers (MSN, AOL, CompuServe, etc.).

The Media Guru Answers(Sunday, November 05, 1995 ):
In the past year or so there have been numerous articles in AdAge, Interactive Age, etc about exisiting rates. Of course there have also been theories expressed about how to set rates. See also: Pricing Web Site Advertising by Abbott Wool


Monday, October 30, 1995 #1828
Where can I find reach, frequency, and rates of outdoor advertising in Salt Lake City, UT?

The Media Guru Answers(Monday, October 30, 1995 ):
The large "network" Outdoor companies sell and have rates for markets and "Plants" beyond those which they own. They also can compute reach and frequency data. Gannett (212-297-6412) and Patrick, also in NYC, are good to starting places.


Monday, February 27, 1995 #1866
Do you have any data on the fees charged to advertisers, ie the equivalent of the CPM in the magazine world?

The Media Guru Answers(Monday, February 27, 1995 ):
Each of the online services will provide their membership statistics and rates in their media kits. Audience statistics on most Internet sites, however, are somewhat vague at this point in time and pricing is less structured than the online services. As with all media today, both traditional and non-traditional, negotiation is part of the media buying and selling process, and it is up to the planner and buyer to evaluate the audience or potential audience estimates provided by the medium in the determination of the value and efficiency of the media proposition. Some media, including Internet and online services, may be willing to consider a payment based on the number visitors to their site. They have this information, but whether or not they're willing to make it a part of the buying or negotiation process is strictly up to them and your negotiating skills.



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