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Guru Search Results: 18 matches were found

Sunday, June 24, 2001 #4514
I need to find info about alternative media... do you know where I can find it?

The Media Guru Answers(Tuesday, June 26, 2001 ):
Some people use this term to mean specifically altenative weekly newspapers, as represented by Association of alternative Weeklies. Others might mean to take in such diverse alternatives as online or bathroom stalls.

Monday, April 23, 2001 #4337
Do you know where I can find the average number of readers per copy for a free weekly publication? Thanks!

The Media Guru Answers(Wednesday, April 25, 2001 ):
Association of alternative Weeklies

Monday, September 11, 2000 #3788
Where can I find a list of national alternative media ideas?

The Media Guru Answers(Monday, September 18, 2000 ):
By their nature alternative media ideas are rarely national. They are also highly individual and, the Guru thinks, unlikely to be compiled.

Wednesday, June 28, 2000 #3586
Is there an alternative or weekly entertainment newspaper association? Thanks.

The Media Guru Answers(Monday, July 03, 2000 ):
There is Association of alternative Newsweeklies and a rep organization, alternative weekly Network.

Wednesday, June 07, 2000 #3538
Hi Guru... Is there a source like SRDS that has information on alternative weekly newspapers across the country?

The Media Guru Answers(Wednesday, June 07, 2000 ):
SRDS has a Community Publications Source which should list these newspapers.

Wednesday, May 10, 2000 #3456
I would like to ask three questions: First, is there a website that provides guidelines for advertising on the Internet. Our company only provides services in certain areas and want to evaluate how we can reach these areas using the internet. Secondly, are there any other alternative ways to get messages across besides traditional TV, radio, print and outdoor? Thirdly, is there a website or service that reports spending on ad circulars (for instance, DirecTV in a Best Buy ad)? Thanks,

The Media Guru Answers(Saturday, May 13, 2000 ):
  1. The Guru doesn't believe there is any website specifically providing an unbiased guide to internet advertising. Many of your questions might be answered by looking up past Guru queries and responses in the Guru Archives Search Engine. Use your various topics as your search terms.

    The Internet Advertising Bureau and C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) are sites with good, general information.

    If your key issue is advertising to a specific geographic area, you can advertise on sites providing local information, which today exist for most localities, or you can buy geographically specifc impressions from most major, commerical, consumer-oriented sites.

  2. There are always new, unique non-traditional media, such as skywriting and cross promotion. But since the new ones are new they are not generally known until you stumble across them or unless their sellers find you.
  3. The Guru also doesn't believe there is a service which tracks specific products within stores retail ads. In some cases, where these represent co-op deals there may be some record, but generally, not.

Monday, February 07, 2000 #3196
Dear Guru: Do you have an information on 'buget cutting'. I have a client that plans to cut l/2 of his original budget. What happens when infufficient funds are appropriated for media use (we have 5 new products to launch). Is it the planners job to tell the client that this remaining budget in not adequate? Any suggestions? Many thanks, as always.

The Media Guru Answers(Monday, February 07, 2000 ):
Yes, sometimes low levels of spending will be completely inadequate to accomplish even a proportionate piece of the goals.

It is certainly a planner's responsibiltiy to advise the appropriate parties of the problem and to recommend alternatives in the form of new goals for which the budget is adequate.

These might include:

  • Reducing the geographic coverage
  • Reducing the advertising activity period, especially if early success could generate new funds
  • Reducing the number of products to be supported at any point in time.

Monday, April 12, 1999 #2440
Are there general guidelines or benchmarks for percentages of advetising budgets devoted to alternative media like the Internet relative to print media? If so, what are the usual ranges?

The Media Guru Answers(Tuesday, April 13, 1999 ):
The Guru does not think there are such benchmarks nor does he believe there should be.

When such guidelines arise, they are ususally based on audience missing from a traditionally strong medium. Guidelines for investment in cable versus broadcast tv which arose 15 years ago are such an example. So are recent guidelines in use for investment in Hispanic media.

But there is no evidence that the web is taking audience from magazines. One such study put forward bu an agency has been pretty much debunked by the Magazine Publishers of America.

So, to create such a percentage guideline for yourself, you would need to estimate the portion of your target no longer available through print.

Otherwise, if your target group uses the web heavily and you believe the web can add reach more efficiently than more traditional media at some point of the budget, or that it can deliver a required, differnt message, then justify it plan by plan, not with an abstract "guideline."

Wednesday, March 31, 1999 #2423
One of the counter claims that clients come up with when we recommend the Web for banners is that they do not yet have a web site . Is it necessary for someone to have a web site before putting up a banner ? If not, what are the alternatives ? Since banner exposures work far more effectively than do click throughs (IAB Survey ) , shouldn't there be some way of getting out of this "Banner-click-web site " syndrome ? Thanks

The Media Guru Answers(Wednesday, March 31, 1999 ):
People's experience as consumers on the web has taught them that banners click through to web sites.

The same people's experience as media professionals has mostly not exposed them to the research that shows banners build awareness better than the ½ percent clickthrough builds anything else.

Some sites, like Business Marketing's Net Marketing and and IAB have such research posted. Clients may be directed there.

Some sites, like AMIC , will create a page for a banner advertiser so that a click has a target. The page can be the equivalent of a full-page magazine ad. Other advertisers might do the same with a multimedia interstitial.

Wednesday, March 10, 1999 #2382
RE: My earlier question #2379, my boss responded this way: Pre-launch was a 2-week period, so an average 4-week number would have been a misrepresentation of reality. If you do not have a 4-wk period for comparison than you should not do a 4-week r/f. Do you agree with this? How should I handle this disagreement with my supervisor?

The Media Guru Answers(Wednesday, March 10, 1999 ):
The Guru disagrees. The phrase "average four week" in the context of Reach & Frequency refers to a rate of accumulation, not really the period of time other than the time periods actually measured in the original establishment of reach calculations. Four weeks was originally chosen as the basis for the actual measurements that built the formulae when monthly media (magazines) were the predominant national advertising media. One does not really care how much time is involved.

For marketing purposes, what is important is that you communicated an advertising message to X% of consumers an average of Y times. It is easy enough to say that "over two weeks, we reached 60% of the target an average of 3.9 times." No one is misled, nothing is invalid. You just happened to use a four week formula to determine the results. As the Guru said earlier. only in some 1-week cases will there be any real differerence. (As there would for long term cumes, like 13 week).

If your supervisor's only alternative is to report nothing, as if there was no way to measure the schedule, that doesn't seem productive.

Tuesday, January 26, 1999 #2290
Hi Guru! I have a new advertising venue I'd like to jump-start (March air date)and looking for suggestions. I have 1 minute spots available on a major airline in-flight programming for International flights only featuring "The Best of the Web". Looking for a few quick sponsors to jump start this. As an alternative to having our salesperson call all over the place, because of the near term of the air date, I'm looking for the best direct way to expose the inflight venue.

The Media Guru Answers(Tuesday, January 26, 1999 ):
The answer will have to be advertising, of course. To reach media decision makers quickly, one option would be a web site devoted to media professionals, like AMIC. Otherwise, if you have a list of potential advertisers (in-flight magazine advertisers, perhaps?) and their agencies and can get e-mail addresses of the relevant media people, that would be a quick approach, but might get a negative reaction as "Spam."

Since you have ruled out telemarketing, the only other option would seem to be the advertising news section of newspapers in major ad markets like NY, LA, Chicago, Atlanta, etc., or the weekly ad trade press like Advertising Age and AdWeek. Of course, these last few are less focused on media planners and buyers.

Sunday, January 10, 1999 #2257
Dear Guru. I am a media planner in India. Need some information on latest effective frequency models. The Ostrow model as described in the Scissors and Bumba is the only one I have seen. Are there any other models developed? Also it would nice if you could pass on some info on recency planning theory.

The Media Guru Answers(Monday, January 11, 1999 ):
The Advertising Research Foundation library would be the best source for alternative models.

The Guru has often discussed recency. Click here to see past guru responses on recency planning

Monday, October 26, 1998 #2114
Are there any current studies out that addresses clutter / attentiveness / dial switching due to expansion of commercial tv breaks? I.e. Threshold in number of minutes whereby at XXX break length viewer attentiveness / retention of commercial ads drops off? While I know that program content, channel availability (cable versus non-cable) remote control, demographics, and time of day affect overall attentiveness, I'd like to see if a white paper was available to address this issue. Your help is much appreciated.

The Media Guru Answers(Sunday, November 01, 1998 ):
Since all the independent variables you cite are responses to many of the other driving forces you mention other than clutter, it is difficult to concieve research that would correlate attentivenss to growing clutter. On the one hand "clutter" might be defined as expansion of commercial breaks. On the other, it is almost assured that commercials within longer breaks are more likely to suffer form lowered attentiveness and channel swithching. Nielsen audience flow studies are available to correlate channel switching with timing within break. TVB or CMR (Competitive media Reports) reports should track trends in length and number of breaks

Generally, the Advertising Research Foundation library is the best source for published research on your broader topic. Their Journal of Advertising Research is the most prolific source. One such article is by Rober J.Kent: Competitive Clutter in Network Television Advertising: Current Levels and Advertiser Responses. .


    Large differences in competitive CLUTTER exist across product 
categories, markets, dayparts, and program types. This suggests several alternative strategies are necessary to deal with growing CLUTTER.
No. 1, pp. 49-57. 1995 [351049J]

Wednesday, September 09, 1998 #2038
Dear media Guru, I am sorry, but I have got not ordinary question. Could you help me to find e-mail or any other information about person who has sent following message to you --------------------------- "Sunday, March 15, 1998 #1828 Two Questions: 1) I've been asked to prepare a presentation covering "alternative Lifestyles Marketing". When I was given the assignment I asked for a definition of "alternative Lifestyles", but didn't get a good answer. How might you interpret this "target"? 2) I'm seeking information on the "Optimizer" programs that have become newsworthy (in media circles) as a esult of the recent mega-million P&G AOR assignment. I've heard there are two. Who are they, and can you describe briefly what they do (strengths & limitations)? thanks! ---------------------------- Thanks in advance.

The Media Guru Answers(Wednesday, September 09, 1998 ):
The Guru does not reveal the identity of submitters of queries. We will notify the person of your interest in making contact.

Sunday, March 15, 1998 #1530
Two Questions: 1) I've been asked to prepare a presentation covering "alternative Lifestyles Marketing". When I was given the assignment I asked for a definition of "alternative Lifestyles", but didn't get a good answer. How might you interpret this "target"?

2) I'm seeking information on the "Optimizer" programs that have become newsworthy (in media circles) as a result of the recent mega-million P&G AOR assignment. I've heard there are two. Who are they, and can you describe briefly what they do (strengths & limitations)? thanks!

The Media Guru Answers(Monday, March 16, 1998 ):
1) "alternative Lifestyles" generally refers to non-traditional social orientations which may become the major influence on a person's relationships, extending to product choices, entertainment choices, clothing styles, etc. Most often, "alternative" seems to be used to refer to socio-sexual distinction.

The Gay market is probably probably most familiar of the "alternative Lifestyles" markets. Others might arguably be the singles market, the mature market, punk, rapper, etc.

2) Optimizer programs are designed to build media schedules based on detailed analysis of each possible "insertion" (print or broadcast).

Usually the programs optimize reach within budget. Therefore they will first select the most efficient (cost per rating point) single insertion. Next they consider every other single insertion, including a second use of the first selection. The pair of insertions with the greatest net reach per dollar becomes the next selection.

In some systems, each "best" choice is frozen as the base upon which to build additional schedule until the budget is exhausted. In more sophisticated systems, entire schedules are reevaluated for best mix at each incremental budget level.

In either, it is up to the planner to set constraints on which vehicles are to be considered, any weights or restrictions such as using each vehicle a minimum number of times, if used, or a maximum number of times.

Several agencies have proprietary systems. In Europe, there are commercial systems including "Supermaximizer" and "Expert."

In the U.S., the Guru believes the Telmar Optimizer is the only commercial system available allowing TV optimization with any available audience database (e.g. NTI, NSI, Cume studies, etc.)

Tuesday, October 28, 1997 #1447

The Media Guru Answers(Wednesday, October 29, 1997 ):
Searching on the word "teens" at Yahoo will produce an enormous list of teen oriented sites. Here are some of the first few:
  • 360° Magazine - national magazine about young people, their lives, and the challenges they face. The writing, artwork and and photography in 360° are submitted by teenagers from around the country.
  • AdoMonde francophone - interactif, dynamique et francophone écrit par les adolescents. Apprentissage éducation français jeunes école jeu sport loisir enseignement francophonie amitié
  • Angst - a diary of teenage noise.
  • Blast! Magazine - interactive site for people under 21.
  • Buf-Puf - teen webzine for health and beauty, featuring tips on skin care, girls and guys who use 3M Buf-Puf Sponges, plus cool interactive quizzes and surveys.
  • Camelhair Magazine - a magazine made by and for teens, if you are into writing or have something you want to publish here we will look at it.
  • Circle J - Christian teen ezine offering poetry, articles and teen devotions.
  • Common Nonsense - Zine for teens (14-25) about alternative topics and other interesting stuff!.
  • Cyber Teen - weekly news e-zine for teens.
  • Cyberteens - place for teen creativity from photo essays to posts of the week, haiku to music reviews, sonnets to suicide columns.
  • daisyface, the zine. - webzine for teens where you can submit pretty much anything to be published in it: poetry, fiction, interviews, music, lotsa fun schtuff.
  • Deo's Paradise - teen magazine with entertainment and music reviews, computer wizadry, and more.
  • DEOs ZASSHI - teen manufactured and oriented e-zine featuring music and entertainment reviews and more.
  • Drive-Thru - This is a new and rising on-line magazine created by a teenager because he got bored. music, pop culture and other hard hitting topics.
  • Ernst - weekly youth-Magazine with interesting articles about music, society, sports and leisure.
  • Flamed: For the NeXt Generation - monthly webzine for parents and kids that will be opinionated, diss out attitude, and address how technology is accelerating the generation of new leaders: NeXters.

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.

Wednesday, January 10, 1996 #1792
Please provide some sources for a small ad agency to use to conduct national magazine print planning for a demanding client. I have several programs with very different audiences and don't have the time or staff necessary.

The Media Guru Answers(Friday, February 02, 1996 ):
"Programs" shouldn't be providing audience data, they should be reading the current data of SMRB, MRI, MMR, etc.

Telmar has software which will analyze media plans using any of these or several other audience studies. SMRB and MRI also offer systems to analyze their audience data in media planning.

If your concern is primarily software cost or staff time, the print media also have these systems and are eager to help you run Reach & Frequency or other analyses of print alternatives. It would be wise to specify the data (SMRB or MRI, etc) which you will use as your standard and ask more than one of the candidate publications to do analyses.

Magazine audience change over time, new magazines come along; it is important to be using current research.