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Media Guru

Guru Search Results: 16 matches were found

Saturday, May 31, 2003 #5986
we are planning an editorial calendar for our weekly newspaper we have many topics and features wold like some one in the industry to assist in organizing a media kit can you help?

The Media Guru Answers(Saturday, May 31, 2003 ):
There are specialists in this process. One, Patricia Luebke, has an essay in the Guru's 'Think Piece' area.


Sunday, April 06, 2003 #5921
media guru i am trying to find information on magazine ad costs. i have enlisted the help of www.mriplus.com and that is the info i can find online. would you know of anywhere else online i can find valuable info concerning ad costs pertaining to specific magazines?

The Media Guru Answers(Monday, April 07, 2003 ):
Try individual magazine's web sites. Most have a "media kit" or "advertising" area. The link is often tiny, at the bottom of the home page.


Thursday, January 23, 2003 #5758
What is the easiest way to get media company (MTV, ESPN the magazine, HBO, etc.) media kits?

The Media Guru Answers(Sunday, January 26, 2003 ):
As them directly by phomne or e-mail: find contact info on their web sites, generally, www.[media name].com


Tuesday, July 10, 2001 #4569
Can you recommend any resources for gathering information on how media buyers use/don't use media kits. I'm doing a search to determine the validaty of this basic marketing tool and would appreciate any suggestions of where to start. If there are any actual studies or polls that have been done, perhaps articles that you have published or if you could point me in the right direction of where to search, I'd greatly appreciate it.

The Media Guru Answers(Wednesday, July 11, 2001 ):
It's possible that there is some published research at Newsweek Media Research Index, The Magazine Publishers' Association or The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Most likely, custom research will be needed.


Wednesday, December 13, 2000 #4039
Hi Guru. I work for a small agency that deals heavily with print. When we do handle broadcast buys, my resources are limited (as I've complained to you about before). I recently put together a modest cable buy for Lexington, MA - enlisting Cablevision as the cable system of choice. I found that Cablevision handles the Lexington area through their media kit (Media One, the other system that I knew of, does not handle this area). Well, the campaign has been underway for about a week. I recently received an email from the CLIENT that she heard that 60% of the Lexington audience uses RCN cable, not Cablevision (no clue where stat. came from). I have had the hardest time trying to locate the advertising sales dept. of RCN. There are no numbers on their website and everyone I speak to is in Marketing and not advertising sales. Can you direct me to a site which lists cable advertising contacts? I've already tried a number of resources with no luck. Any advice would, as always, be greatly appreciated. Thank you.

The Media Guru Answers(Sunday, December 17, 2000 ):
Try the cable reps of Katz Media Sales


Friday, July 21, 2000 #3638
I have requested and received the latest media kits, and have given a single sheet description of the client and the demo to the reps. Should there be an expanded RFP, and how long (or short) should a print RFP be, to be effective?

The Media Guru Answers(Sunday, July 23, 2000 ):
The Guru is not supportive of RFPs for print submissions. The concept of the RFP is best suited to soliciting complete solutions to needs. If you could give each vendor your complete print communications goals and were possibly willing to allow one publisher to win the whole budget, then the RFP approach could make sense.

Otherwise, the Guru recommends you specify, target, positioning, frequency desired, merchandising desires, and ad units and not be concerned with the "length" of the request at all. In other words, tell the sellers, as directly as possible, what the buying decision will be based on, and then let them respond. Feel free to request a standardized format for submissions, but allow enough flexibility to receive good ideas.


Sunday, January 30, 2000 #3172
Does AMIC have a media kit? I am interested in finding out what advertising space on AMIC costs. If you can give me an idea of AMIC's target audience and the market segmentation it uses, I would greatly appreciate it.

The Media Guru Answers(Sunday, January 30, 2000 ):
Click here for the AMIC Rate Card . The audience is made up of advertising and marketing professionals seeking media, marketing and research information.


Tuesday, January 04, 2000 #3090
Could you tell me which supplements are issued with which daily newspapers and on which day? for example what day does the Independant have the IT supplement

The Media Guru Answers(Wednesday, January 05, 2000 ):
This sort of information is provided by Standard Rate and Data Service (SRDS) Newspaper Source. Additionally, MediaPassage has newspaper media kit links.


Thursday, December 02, 1999 #3016
How do you feel branding issues will be answered in on-line media. Currently it is mainly response driven advertising. What are likely to be the best ways to improve the brand's images rather than just driving traffic to a site? Also is there any research on the effectiveness of brand driven web advertising campaigns?

The Media Guru Answers(Wednesday, December 08, 1999 ):
Branding can be influenced by media as well as message. True, banners don't do much by themselves to convey a branding message, but one test done by AOL and posted in their media kit area shows some results of awareness generated by banners.

A banner must capture attention to be effective in direct response or in branding. Using an interstitial, which is in effect, a full page ad, as the banner's click target, instead of a normal web site can allow a full branding message to be communicated.

The Guru does have his doubts about the potential click rate of a banner which says "Click here to see our ad," but finding sufficiently interesting ways to say it is what creativity is all about.


Sunday, August 15, 1999 #2719
Those selling web advertising cite recall statistics --- recall of web advertising versus television advertising. I personally do not think that you are able to make an apples to apples comparison between the two as the mediums are so very different. Those who are surfing the world wide web are there for a reason and more inclined to tune out much advertising --- as opposed to television which is more a passive medium. Are there any studies or statistics that speak to this subject?

The Media Guru Answers(Monday, August 16, 1999 ):
The Guru agrees that web users more readily tune out ads than do TV viewers. But that is why recall is a useful measure. It lets you know what the person exposed retains from an ad exposure. If the tested exposures are "real-world" and not in a an artificial laboratory situation, the Guru believes recall is a valid metric. AOL did some research along these lines and the results should be posted in their media kit area. It was also reported in Ad Age.


Sunday, May 09, 1999 #2495
How is measure theathers on the states? Because in Puerto Rico theres no sources.

The Media Guru Answers(Monday, May 10, 1999 ):
While Simmons and MRI provide average audience per screen, the Guru does not know of any U.S. service measuring movie audience in the ways broadcast audiences are reported or print is audited.

For some of the general data see the Screenvision media kit. This page requires the (free) Acrobat Reader


Monday, March 23, 1998 #1544
Our company will soon put itself on the Internet. I would like to know how a potential website advertiser approaches the decision making process of advertising on our site. Will they require our company Website statistics, media kit, etc.. If so, should our company approach these advertisers if we are fairly new to the Internet market. Also, what about determining a pricing model? We feel strongly that the site will attract a large audience, but how do we determine what is the standard cost rage for advertisers?

The Media Guru Answers(Monday, March 30, 1998 ):

There are three basic issues that advertisers consider in evaluating your website, and they are all about your audience:

  • How many?
  • What kind?
  • What action?

The interpretation of "How many" is obvious.

"What kind?" may be judged by your content and its presumed appeal to specific types of people who would or would not be interested in what the advertiser has to sell. When a site has registration and can ask questions of its vistors, it may be able to describe "What kind" better. When a site gets big enough that the major, user-centric, survey research can reliably describe its audience, that's the best option.

"What action?" is a measure of how many people at your site will click on the advertisers' banners and perhaps take additional action at the advertisers' sites; e.g. requesting information or buying merchandise.

This measure is conducted while the advertising runs, by the advertiser.


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


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, March 12, 1996 #1265
where do I get media kits for 1) top 50 newspapers 2) top 20 magazines including new age type 3) list of book distributors in usa, japan, germany, england, france, australia, mexico, spain,thank you bill magno

The Media Guru Answers(Wednesday, March 13, 1996 ):
Newspaper and magazine media kits are obtained from either the newspapers and magazine themselves or their advertising sales representatives.

Of course you will need to define "top 50 or top 20." You could specify top 50 circulation, top 50 audience in a specific demographic category, top in ad sales dollars, top in ad pages, etc.

If you ask one such publisher or rep e.g. Times Mirror, the person who helps you can porbably provide ranked lists of the others.

Lists of book distributors are not media information. You might try a web search engine like AltaVista.


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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