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Media Guru

Guru Search Results: 696 matches were found

Wednesday, April 07, 1999 #2433
Are there sites for demographics on medical oriented web sites? What do you recommend for tracking medical web sites?

The Media Guru Answers(Wednesday, April 07, 1999 ):
> The Guru doubts any such sites exist, but click here to see past Guru responses about medical media information. Some of the same sources may help you.


Monday, April 05, 1999 #2430
What is the best interactive web site to find out demographic information? n example of what I mean by "demographic information": I would like to know how many males ages 35-50 are watching Dateline NBC on Sunday night? Which programs are most watched by adults ages 35-50?

The Media Guru Answers(Monday, April 05, 1999 ):
Nielsen data is produced to be sold. The costs are significant. There is a great deal of such data produced for the advertisng and marketing industry. It is not generally made available at no charge on the internet.

Bits and pieces are sometimes released; see Nielsen and Ultimate TV


Saturday, April 03, 1999 #2429
What Kind of Seminars/Short term Courses are out there to acquire more knowledge in Ad Agency management related issues?? Anything in NY in the next 2-3 months???

The Media Guru Answers(Saturday, April 03, 1999 ):
Contact American Association of Advertising Agencies and American Advertising Federation regarding such classes.


Friday, April 02, 1999 #2428
What is the media profile of Amazon.com advertising, mediums and relative volume?

The Media Guru Answers(Friday, April 02, 1999 ):
This sort of data can be found through CMR (Competitive Media Reports)


Thursday, April 01, 1999 #2426
What are the appropriate rating point levels for introducing a new grocery product into the New York Metro?

The Media Guru Answers(Thursday, April 01, 1999 ):
The Guru has discussed this kind of question frequently.
Click here to see past Guru responses about advertising levels


Wednesday, March 31, 1999 #2424
Is there a rule of thumb for advertisers as to the % of the advertising budget allocated to retail coop ?

The Media Guru Answers(Wednesday, March 31, 1999 ):
The Guru would say no. It naturally depends on the manufacturer's retail situation. For example, a parity grocery item has a different dependence on the retailer than a prestige name-brand watch sold only through fine jewelers.

Click here to see past Guru responses aboout co-op advertising.


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 AOL.com 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 31, 1999 #2422
Dear Guru, Is there any literature on Advertising Decay... more specifically - on the wearout of TVCs - and when is an 'optimal' time to replace them. I would assume that the above is a function of a host of subjective parameters - copy, message, audience profile, etc... but are there any studies / models you could suggest as a starting point ? Regards Lakshmanan Narayan

The Media Guru Answers(Thursday, April 01, 1999 ):
Try Advertising Research Foundation InfoCenter For details about the library, call 212-751-5656, extension 230; Newsweek Media Research Index and ESOMAR, the European Survey, Opinion and Market Research Organization.


Tuesday, March 30, 1999 #2419
always on your answers you advise to look at the advertising research fundation LIBRARY how can i get acess to this library? i did not find any library on their web site

The Media Guru Answers(Tuesday, March 30, 1999 ):
The site gives contact information for the ARF. The library is one of the most valuable aspects of ARF membership; it is the finest compilation of advertising and marketing research information the Guru knows. For details about the library, call 212-751-5656, extension 230.


Monday, March 29, 1999 #2418
dear guru i would like to know where can i find information about convention, workshop and conference about media research advertising research but not in USA, i am looking for somthing in europe, i prefer london thanks a lot merav

The Media Guru Answers(Monday, March 29, 1999 ):
Contact ESOMAR, the European Survey, Opinion and Market Research Organization.


Sunday, March 28, 1999 #2417
What are some names and/or URLs for companies that sell advertising space in toilets?

The Media Guru Answers(Sunday, March 28, 1999 ):
SOme are California Indoor Advertising, Sit&Watch, ToilAd/European Network of Indoor Advertising and AdVantage Indoor Advertising


Saturday, March 27, 1999 #2416
Is there a database available, via the internet, which will allow me to find the highest concentration of specifically selected SIC's by market? In otherwords, where could I find/access what market has the highest concentration of say...pharmaceutical companies? Thank you in advance.

The Media Guru Answers(Monday, March 29, 1999 ):
The Guru's rule of thumb is that valuable data, compiled to be sold, will not be offered free on the web. However association sites like International Society for Pharmaceutical Engineering (ISPE) or on-line communities like Pharmaceuticals Online probably have the data you need. You can also easily find similar sites for other industries in a good search engine.


Friday, March 26, 1999 #2415
The target audience for my schedule is "Own a dog or cat and took your pet to the vet at least once in the last 12 months". I have done the Xtab in Telmar and know which states this audience lives. I am trying to get more specific and find out what DMA the target lives in. What is the best way to find this information? I do have information from the Lifestyle Analyst book provided by SRDS but I am not that comfortable with it since I was told the data is compiled from warranties people send in. Please help.

The Media Guru Answers(Monday, March 29, 1999 ):
Why are you troubled by data from warranty cards? Of course, this data will not be from as random a sample as Simmons, MRI or The Mendelsohn Media Research Affluent Study. However, its skews are probably based on income more than anything else and data should be fairly useful in terms of finding the geographic dispersion of behavior like vet visits.

Another approach is this: the survey data listed above does report separately on several major DMA's. Beyond that, the mapping/modeling software offered by suppliers like CLARITAS can extrapolate the survey data into regional or market by market data. Of course, this may be as removed from validity as the warranty data.

Why not contact the associations like American Animal Hospital Association (AAHA) and American Veterinary Medical Association (AVMA) to inquire about visits per market?


Friday, March 26, 1999 #2414
I am working on a cable buy. What network is abbreviated by MSC?

The Media Guru Answers(Sunday, March 28, 1999 ):
The Guru is not familiar with this one. Some cable systems or listings with a three character limit might abbreviate MSNBC this way. One of the Guru's references for cable networks is Ultimate TV, which doesn't seem to include anything fitting this abbreviation except possibly The Music Zone. Another, smaller, regional network possibility is Mas Musica TV the Latin music video channel.

Most likely, MSC is a very local or system-owned channel in your area.


Thursday, March 25, 1999 #2412
1) Are the terms OTS, impressions, hits and exposures interchangeable? 2) Are there media industry norms (or even studies) that indicate a correlation between a number of OTS or exposures and audience (reader) behavior. I understand there were a number of Politz studies conducted in the 60s which suggested that one exposure produced a dicernible response and two exposures produced about double that response. Also there are European reports stating that a magazine ad should provide at least 5 OTS in order for the reader to digest or understand the ad message -- is '5' the number? Are there industry norms, and if so, do they differ by media vehicle? Thanks in advance!

The Media Guru Answers(Friday, March 26, 1999 ):
1) Other than "hits," you may generally consider those terms interchangeable. "Hits" is a much abused term peculiar to the internet. Some people do use it when the mean impressions, but technically "hit" is defined as "an entry in a server log."

Whenever a visitor requests a page on a site, as by clicking on a link, the server log records a "hit" for the text of the page, and hits for each frame and hits for each little bullet or other icon and a hit for each ad. A single page on one of today's commercial sites may consist of several dozen items which would all create "hits" in a server log when only one page impression is happening. The internet is also unique in its ability to serve content with a different ad each time a new user arrives at a page. So page impressions and ad impressions will not agree as they do in magazines or broadcast.

"Hits" originated in the early days of the world wide web, when browsers read text only, like the venerable "Lynx," and a page was just one block of text, so "hit" then equalled "impression," more or less. Hits include server log error messages as well, which are of no value to anyone.

2) The study of effective numbers of exposures goes back at least as far as the scientist Ebbinghaus (1883) who tested how many repetitions of nonsense syllables were required to achieve learning. This was the origin of 3 as a magic media number there have been infinite numbers of other studies, more advertisng and sales focused since.

Note that European media and Europe's media environment are different than the U.S. It is a common trap to assume that media perform the same tasks with the same effectiveness when used in different cultures. The U.S. Hispanic market is a good exanple, with TV, radio and print all delivering very different reach / frequncy, reach potetial and overlap than do the parallel general market media.

The best source of studies on the topic are: Advertising Research Foundation InfoCenter, Newsweek Media Research Index and ESOMAR, the European Survey, Opinion and Market Research Organization. The Guru has discussed this frequently.
Click here to see past Guru responses about "effective frequency"


Wednesday, March 24, 1999 #2406
I have read MRI's Top Line circulation report and am concerned to see that the average CPM value is much lower than our own magazine (105,000 senior readers). The publications on MRI's report have a huge circulation. Where might I find CPM values for smaller audience magazines? Am I correct in assuming that CPM increases for publications of small circulation? Regards, Ray Mallett

The Media Guru Answers(Thursday, March 25, 1999 ):
First, you need to be clear on the distinction between circulation and readership (see query #2403, below).

If you are comparing other magazine's readership cpm to your circulation cpm you place yourself at a disadvantage.

Of course, economies of scale do make it possible for larger circulation titles to gain pricing advantages.

Also, magazines distributed by associations, where the magazine subscription may be a membership benefit but not ordered for itself, tend to have very low readers per copy, perhaps even less than 1.0. Note Modern Maturity (AARP), Amrican Legion Magazine and VFW magazine on that MRI list reference in Query #2403. Using that list and Standard Rate and Data Service (SRDS) Consumer Magazine Source you can compare circulation cpms for various sizes of publication.


Wednesday, March 24, 1999 #2405
I am doing research on television advertising. I was wondering what is the method for companies to verify that the ads they paid for were shown at the proper time. Is there currently a system for verifying the level of accuracy in terms of broadcast quality as compared to the original content.

The Media Guru Answers(Wednesday, March 24, 1999 ):
Most typically, advertisers rely on affadavits of performance. Stations render an invoice for a schedule which specifies which commercial ran at what day and time. An "affidavit" is simply an invoice which has been signed by a designated person at the station to swear to the content and then notarized.

However, some advertisers also want verification by a third party, whether regarding how the spots were scheduled or whether they had technical (broadcast quality) difficulties or ran too close to competing advertising. Services like CMR's BVS (Broadcast Verification Service) perform this kind of verification.


Tuesday, March 23, 1999 #2404
Dear Guru, Everyone in the cable industry is bragging about the large increases in cable ratings and spending. It appears that the large cable interconnects want to play in the same field as the broadcast networks in their respective markets. My question.... Is there a "reliable" way to post cable ratings on a local interconnect? If so, would you please explain how to do it and how it would be reliable? Thanks in advance.

The Media Guru Answers(Wednesday, March 24, 1999 ):
Without examining the specific rating report you would use, the Guru cannot answer specifically. Cable interconnect sellers can extract anudience numbers specific to their system line-ups from the standard Nielsen NSI (local market spot TV reports) to make proposals. Obviously, a buyer can post on the same basis.

"Reliable" is a statistical term, meaning that if the same research was done again with the same size sample, the same result would be found within a given tolerance. The key variable is sample size. Because cable intereconnect network ratings are typically tiny (less than 1.0 in most cases), these ratings are projections from smaller numbers of sample respondents and therefore are less "reliable" than typical ratings from local broadcast outlets. However, it is in the nature of reliability that while individual spot's ratings may be very unstable, entire schedules are far more stable as sampling errors cancel out.

Click here to see past Guru responses regarding reliability in research data.


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.


Tuesday, March 23, 1999 #2402
Dear Guru, while we know that for certain categories Multi-media advertising is better than single media, could you tell mewhere i could find research data on this. IN addition, i would like some qualitative comments from you on the issue. Thanks.

The Media Guru Answers(Tuesday, March 23, 1999 ):
Research for such questions are best found at Advertising Research Foundation InfoCenter, Newsweek Media Research Index and possibly The Newspaper Advertising Association or MPA (Magazine Publishers of America) where there is a recent study "The Advertising Impact of Magazines in Conjunction with Television." As for the Guru's comments on the concept:

It is easy to oversimplify and say that when budget is adequate, multimedia advertising is always better.

The Guru doesn't think multimedia is a category issue. Mixing media might be done to broaden reach, manipulate frequency distribution or because of what specific media can contribute when the primary job is done by a single medium.

For example, magazines plus TV will deliver a broader reach than all TV, typically. But a plan might be 90% TV all year and have a brief print wave to distribute coupons, publish contest rules in detail or deliver other detail oriented messages.

Without going into great depth of analysis, the situation seems more brand specific or marketing situatiuon specific than category related.

In some categories, like soft drinks and beer, budgets are so large and camaigns so multi-dimensional that it takes more than one medium to cope.


Friday, March 19, 1999 #2401
Dear Media Guru, I was wondering if you are aware of any recent purchase influence studies specifically geared towards packaged goods. E.g. Assuming women do most of the grocery shopping and are therefore the primary decision maker how and to what extent are they influenced by others (children, husbands, etc.). Any ideas on where to find this info are much appreciated.

The Media Guru Answers(Saturday, March 20, 1999 ):
Simmons and MRI, the most common product user research, both address this issue in each wave of research.


Wednesday, March 17, 1999 #2398
Is it statistically correct to merge television Reach and frequency and Reach and Freq. delivered by Print vehicle? is so how, what is the rationale behind the process as the basic samples for readership and viewership studies are usually very different. do readership studies in the west capture product ownership and usage data ? and if so, do planners use such data to redefine their TG definitions for eg. the ideal TG for the replacement market for TVs could well be owners of Television sets over 4-5 years old !! thanks, Rahul

The Media Guru Answers(Wednesday, March 17, 1999 ):
Combining TV and Print reach and frequency is a philosophical issue not a statistical one.

Though the original research used different samples, both were designed to project the behavior of the same population. By the time you're dealing with reach and frequency, things are quite removed from the ratings research; you're working with models, not respondent data.

Objections to combining Print and TV are usually based on the difference in message qualities.

Yes, U.S. syndicated readership studies such as Simmons, MRI and The Mendelsohn Media Research Affluent Study include product usage data and these are frequently used to define planning targets.


Tuesday, March 16, 1999 #2397
How do I get information on websites that reach principle officers in technology, healthcare, and energy (oil and petroleum) industries whose companies have recently gone public?

The Media Guru Answers(Saturday, March 20, 1999 ):
Ther Guru believes that your specification is too narrow for there to be any website aimed specifically at the audience you mention. Depending on your definitons of "principal" (Chairman / CEO / COO / President?) and "recent" (past 3 months?), the Guru wonders if there 1000 such people in the world. There is also not likely to be any standardized audience tracking that addresses so narrow a defintion of an audience member (industry / position / date of change of company structure). Even the detail of a print business publication's BPA statement wouldn't go this deep.

The best bet would be to look for sites which address issues relevant to the position-holder you want or industries you want and see if they can offer any insight as to visits from the specific, newly-public companies you can list.


Tuesday, March 16, 1999 #2395
Dear Guru, What is the status on (Real)Buying for Mass Media on the internet Worldwide? How is the Security handled ? - Shripad Kulkarni,India

The Media Guru Answers(Saturday, March 20, 1999 ):
The Guru is not aware of any site selling mass media in e-commerce on the World Wide web. If it was happening, the Guru expects that the same "secure server" used by major e-retailers like Amazon, etc. would be adequate for security needs.


Tuesday, March 16, 1999 #2394
Hello Media Guru, I am a consultant advising a sales team that sells airtime on in-store radio services in the UK. The recency model seems to lend itself to this particular media format. Are there any details available on US examples of this type of medium, and case studies etc they may have? Thanks Clive Reffell

The Media Guru Answers(Saturday, March 20, 1999 ):
Certainly in-store radio ties in with the idea that the most effective advertising is the last exposure prior to the purchase. Yet, in-store radio has never been a great success in the U.S.

The best source of case studies may be POPAI, The Point-of-Purchase Advertising Institute.

Also visit Music Technologies International.


Monday, March 15, 1999 #2390
hi i want to do a research about the connection between the loyalty to a particular series to there willing to buy the product or service that is advertised or the connection between the viewer attention to the programm to the campaign effectiveness i am lookung for literary stuff, article and web site about this subject and also research that already been done thanks a lot merav

The Media Guru Answers(Monday, March 15, 1999 ):
The best source is Advertising Research Foundation InfoCenter and possibly Newsweek Media Research Index.


Sunday, March 14, 1999 #2389
I am going to begin a carrer in Media planning and buying. could you tell me names of some sites where i could get basic information about these areas.

The Media Guru Answers(Sunday, March 14, 1999 ):
Many sites have "news" about media issues. Aside from some Unversity sites like U. Texas Austin's AdMedium, basic "how-to" and "what-is-it?" information about planning and buying is most likely to be found here at AMIC , especially within the Guru's area.


Saturday, March 13, 1999 #2388
Dear Guru: My company has recently launched our web-site and I need to format a site demo, I am wonrdering what length of demo it should be? with reel audio? or? and if there is any research on site demos. We are a niche business in the new home construction arena and are ahead (so far) of the competition, so I have nothing to compare with? What an opportunity! Thanks Kellee

The Media Guru Answers(Sunday, March 14, 1999 ):
What would be the application of a "site demo?" Is this something to use to sell ads on your site to advertisers or media buyers? Is it a brief site overview shown on the site to encourage full exploration by visitors?

In either case, brevity is better, though in the former, if you are presenting on your own computer, five minutes might be tolerable, in the latter, probably only 30 seconds of attention is feasible on the web itself.

Your question about "Real Audio" seem to imply you mean to offer this demo on the web site. And Real Audio can delay loading and display as well as being uneven or unusable for visitors who don't have pretty good equipment and connections. The Guru would imagine that your vistors, interested in home contruction, are not as likely to have fast links and higher level equipment as are people in the ad or computer industries, for example.

But the Guru isn't really sure what you have in mind, and why a home construction business needs a site demo.

The best source for web research is C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment), and the Advertising Research Foundation InfoCenter is good, too.


Friday, March 12, 1999 #2387
Where can I find a media list of pubications or journals targeted to Government and various municipalities in addition to Secondary Education institutions ?

The Media Guru Answers(Friday, March 12, 1999 ):
Standard Rate and Data Service (SRDS) has this resource.


Thursday, March 11, 1999 #2385
Will you explain to me how one ad size is better or worse than another? For example: 1/4 pg bw @ $830 with a $36.09 CPM - vs 1/8 pg bw @ $520 with a $22.61 CPM (within the same publication). I am working on a mediaplan and I am not certain which one would benefit my client more and/or how to justify it. Thanks!

The Media Guru Answers(Friday, March 12, 1999 ):
It is very straightforward to compare cost or cpm of two ad units. Creatives usually like a bigger ad (and will judge executions from across the room).

The question for a media planner is "if ½ page costs 60% more than ¼" does the larger ad give 60% better results?

"Results" might mean sales, copy recall, awareness or many things. And the percentage differential in question is key. Rarely if ever does a spread do twice as well as a page, though it cost twice as much. Cost must be balanced against impact. One of the common research bases of results comparisons, when past sales results are not an available standard, is Starch .


Thursday, March 11, 1999 #2384
Dear Media Guru Suddenly without my Strata software...what was the formula I learned so long ago for calculating Gross Rating Points?

The Media Guru Answers(Friday, March 12, 1999 ):
The Guru has discussed this frequently.
Click here to see past Guru responses on GRP and calculations.


Thursday, March 11, 1999 #2383
What are the main and more important media changes that you see in Europe for the next 10 years ?In termes of social, structural and economy. And what are the conditions to reach those evolutions ? (i.e : Mass media in an one to one way of consumption ,internet, push media vs pull media, dominant media vs media dominated by the viewers or readers, need to receive more information without using most of them,...)

The Media Guru Answers(Friday, March 12, 1999 ):
One could spend a year thinking this through and hundreds of pages giving just a top line answer, but the Guru will venture a few thoughts:

It is too soon to tell how much the currently floundering Euro and European Union will do to truly unify Europe and lead to pan-European media which could have a really big consumer impact. Such a development could lead to shaking out of weak, single nation brands. However , the trends seem to be toward media fragmentation, so perhaps multinational, low-reach media shape the future.

The Guru believes that the "push / pull" debate is over. What little push media will survive will be very narrow-cast, serving very specific interests.

Though the internet is a growing consumer information souorce, its penetration, as currently structured, might never reach 60% of population. The limits won't be merely socio-economic.

However, the world wide web having shown the way, some other, similar communication technology, probably based on convergence (a la web TV), may become the dominant shopping / communications infrastructure.


Wednesday, March 10, 1999 #2381
We are getting requests from Account Management to find out what the international consumer reaction has been to a new product we just launched. I am only handling US media. How can we find out this information? Thanks Guru.

The Media Guru Answers(Wednesday, March 10, 1999 ):
This question goes outside media. But, what do you mean by "consumer reaction to a new product?" Sales? Intent to purchase? Brand Image?

How do you determine these answers in the U.S.? Presumably by commissioning custom research. Perhaps an omnibus supplier in Europe can do an inexpensive topline report.

Try contacting ESOMAR , the European Survey, Opinion and Market Research Organization or AEMRI, the Association of European Market Research Institutes for potential suppliers.


Monday, March 08, 1999 #2378
How do you figure out average four week r/fs without software? Thanks for your help.

The Media Guru Answers(Monday, March 08, 1999 ):
Before software, there were tables to get reach from broadcast GRP, and books of factors and formulae for print.

Those old tables are probably no longer valid, perhaps someone has done some new ones. The Guru has discussed this frequently.
Click here to see past Guru responses on reach and frequency


Monday, March 08, 1999 #2376
Hi. I am trying to locate a newspaper in Dusseldorf Germany and am having a heck of a time figuring out where to find such information. Can you help me to find an online resource for international publications? Thanks! pennykzs@erols.com

The Media Guru Answers(Monday, March 08, 1999 ):
For The Guru has discussed this frequently.
Click here to see past Guru responses on international media


Saturday, March 06, 1999 #2375
Regarding internet terms used, do you know what a "bot", "passport", "wallet", or "aggregators" are? I checked your on'line terminology page and they were not listed. Also, do you know what ADSL and DSL transmission is (not to mention what is the difference.) Thanks much.

The Media Guru Answers(Saturday, March 06, 1999 ):
It is interesting to the Guru that, in the context of the internet, media people are discussing technical terms that have no more to do with the media elements than an understanding of ink chemistry or printing press machinery has to do with print media planning. Of all the terms you mention, only "Aggregator" really relates to media, but the Guru will take a crack at all of them.
  • An aggregator is a web media rep firm who sells across networks of sites, like DoubleClick or 24/7 Media.
  • Bot is short for robot, a search engine tool that explores the web cataloging sites; it's similar to "spider," or "crawler." Bots perform specific searches, such as those one requests on "where-to-buy-it" search sites.
  • Wallet is a piece of software that holds your credit card and password data for automated use with your browser.
  • DSL is digital subscriber line, a phone line which delivers greater speed or bandwidth to an internet user. Just "DSL" usually means the same as the older term "ISDN." According to the very informative site, ASDL Forum, ADSL is Asymmetric Digital Subscriber Line: Modems attached to twisted pair copper wiring that transmit from 1.5 Mbps to 9 Mbps downstream (to the subscriber) and from 16 kbps to 800 kbps upstream, depending on line distance. Compare this to the so called 56 Kbps modems which are the fastest possible with standard phone lines. The 1.5 - 9 Mbps downstream speed is similar to cable modem and T1, although the ADSL upstream is much slower, as noted. The family of fast DSL's including ADSL is referred to as "xDSL."
  • Finally, the term least familiar to the guru is passport, but at a guess it refers to general, paid-by-credit card passwords, that give admimssion to many sites, most commmonly used for "Adult content" sites to prove the user is old enough.


Friday, March 05, 1999 #2374
Dear Media Guru: Where could I find information regarding marketing/advertising expendures as a percent of company revenues by industry? Thanks Guru!

The Media Guru Answers(Friday, March 05, 1999 ):
Ad Age regularly reports on this.


Friday, March 05, 1999 #2373
Dear Guru, I was talking to someone about advertising onthe web and mentioned how it was aboon for tobacco cimoanies. He then told me that tobacco advertising is banned from the Net !!! Is it true ? Are tobacco companies really not allowed to advertise on the Net ?

The Media Guru Answers(Friday, March 05, 1999 ):
The situation is unclear. The wording of the cigarette broadcast advertising ban is taken to prohibit cigarette advertising on any medium regulated by the F.C.C.( reference to transmission by of internet content, at some point in the pipleine, by telephone ). Drafts of the recent cigarette consent agreement more specifically precluded web ads. However, these are U.S. issues. An interesting thing about the internet is that it is inherently international. And there is no international law-making authority. If content is illegal in one country, a web site can be based elsewhere.

Perhaps because of these less than 100% clear U.S. regulations and agreements, perhaps for public relations reasons or because of the web's perceived young skew or fear of legal action, there do not seem to be any cigarette manufacturer advertising or web sites on the web.

But there is plenty of cigar manufacturer and dealer advertising, e.g. Cigar World, and there are numerous retail cigarette stores.


Thursday, March 04, 1999 #2372
Dear Media Guru, Can you help me find case studies that support the argument that, with the right creative, increased spend levels may lead to increased share when launching a new product in a parity category?

The Media Guru Answers(Thursday, March 04, 1999 ):
Best source would be Advertising Research Foundation library.


Thursday, March 04, 1999 #2370
Could you give me a percentage wise break up of the purpose for which the internet is used, worldwide?

The Media Guru Answers(Thursday, March 04, 1999 ):
Much data of this sort is found at NUA internet Surveys.For instance, theres a report on what interent users themselves believe will be the uses of the internet.


Thursday, March 04, 1999 #2369
Do you think the growth of the internet is posing a threat to print media?

The Media Guru Answers(Thursday, March 04, 1999 ):
Yes, but so is every other form of media. The Guru believes that readers are less likely to switch time to the net than are broadcast addicts.


Tuesday, March 02, 1999 #2365
I am looking for a seminar/course/program which teaches "internet/web/on-line media planning & buying." Please e-mail me at your earliest convenience: mia@siquis.com Thanks!

The Media Guru Answers(Wednesday, March 03, 1999 ):
The Media Buying Academy is one of several traveling media schools which might include a course in internet media. There are others, as well. And watch the trade press, like MediaWeek and Ad Age for announcements of workshops.

The Guru doesn't believe one can really learn effective internet buying and planning without a basic understanding of general media planning.


Tuesday, March 02, 1999 #2364
Dear Guru: Our little website uses two software packages to track user sessions, impressions, etc. web Trends gives us daily, weekly and monthly reports, while AdJuggler administers and tracks banner impressions, and reports same to our banner advertisers. Our problem: web Trends reported total 2/99 page views as approx.144,500; while totalling the AdJuggler reports for each banner yielded 68,500 total banner impressions. What's going on? Our webmaster claims this huge discrepancy is a function of the way browsers cache pages vis-a-vis ads; our sales manager is awfully frustrated with that answer, and unsure how to explain this situation to prospective and current advertisers. (If we give them the webTrends total, they'll wonder why their banner is not delivering its fair share of impressions; if we give them the more conservative AdJuggler numbers, our stats are nowhere near as compelling.) Can you shed any light on this situation, or point us in the direction of someone who might be able to? Thanks Very Much, -Chuck

The Media Guru Answers(Tuesday, March 02, 1999 ):
Please understand that the Guru cannot possibly be familiar with the workings of every piece of web site utility software.

With that understood, here are a few possibilities; all of these have caused the same problem here at AMIC until they were understood and corrected:

  • Are you sure every single page of your site displays banners? Some pages deep in the directory srtucture may have been missed.
  • Pages generated by .asp scripts or other "on the fly" systems may not carry banners.
  • Pages served by sub servers, such as those holding data bases or data archives may not be displaying banners. This might be particularly true if there are mixed operating systems, such as using Windows NT for the primary server and Unix for others
  • There may be other possibilities; does one utility detect whether a visitor's browser has images "turned off" and therefore delete banner impressions while counting page impressions?
  • etc.


Monday, March 01, 1999 #2363
Dear Guru, We found a formula that is supposed to calculate newspaper impressions. (insertion X circulation*2.28*0.58)/1000) We thought that this was calculated simply by multiplying the circ by the # of insertions. Do you know what this formula could be doing? Thanks

The Media Guru Answers(Monday, March 01, 1999 ):
The Guru believes this formula is meant to estimate persons impressions. "Circulation" represents just copies, not readers.

The 2.28 factor looks like the Sunday average adult readers per copy. The 0.58 then would seem to be the composition for some demographic group, perhaps 18-49. The "/1000" seem to be meant to set the decimal for the particular context in which you found the formula, it will cause the result to be expressed in thousands. Perhaps the number of impressions derived from this formula was going to be used to calculate cpm.

See The Newspaper Advertising Association research databank. for other readers-per-copy and demographic composition data


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.


Monday, March 01, 1999 #2361
Dear Media Guru, I am looking for ABC circulation figures. Is there any on-line site where I can find these? Thanks.

The Media Guru Answers(Monday, March 01, 1999 ):
Simple ABC Circulation Totals are readily available. Detailed Publishers' Statements are available to ABC members only.

Membership fees are reasonable, based on member revenue / billings, and begin at $110 / year.


Sunday, February 28, 1999 #2359
What are the new unconventional media used in the recent past?

The Media Guru Answers(Monday, March 01, 1999 ):
Putting advertising on anything makes it unconventional media the first time. Now that the internet is well established, the Guru hasn't seen much in the way of new and useful unconventional media recently.

Laser projection onto clouds and the moon are on the horizon.


Sunday, February 28, 1999 #2358
Dear Guru! I am looking for information, if available, about cars' media strategies. Since a lots of cars campaigns are focused on image establishment and brand equity, I wonder is there any information or examples of its media srtategies? (though every case is specific, I guess there are some general characteristics) Thanks.

The Media Guru Answers(Sunday, February 28, 1999 ):
It seems to the Guru that rarely is anything published about companies media strategies unless they do something very experimental or extraordinary, in other words, not something readily useable as a model.

The Advertising Research Foundation library probably has a compilation of published material and so may Ad Age. Pay-for-literature search sites like eLibrary might also be useful.


Saturday, February 27, 1999 #2357
Mr. Guru, I am a student and am currently working on a campaign for a car company. My team and I would very much like to use the internet as a major media vehicle, but do not have enough information to give an accurate recommendation. Can you please give me any information or websites on: cost, who's on the net, CPM, what kind of advertising can be used, and why it would be an ideal vehicle(or how I can find out). Can you please send this information to my E-mail address: AiWare@. . .

The Media Guru Answers(Sunday, February 28, 1999 ):
It must be remembered that the Guru does not provide personal answers, only what is posted on this page.

The Guru wonders why you would "very much like to use the internet" if you lack information about cost, audience, advertising possibilities and benefits. Companies like Nielsen, MediaMetrix, MRI and Simmons can give a broad strokes picture of which sites appeal to your target and to what extent your target uses the web. Major web sales rep sites like DoubleClick, 24/7,and 2Can, can give you an idea of pricing and other aspects of advertising.

The Advertising Research Foundation library and C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) have research regarding web effectiveness.


Wednesday, February 24, 1999 #2355
How to read a crosstab

The Media Guru Answers(Wednesday, February 24, 1999 ):
The Guru has just posted a detailed, graphic explanation of how to read a crosstab. It's just down the page at Query # 2346, from Feb. 17. Or Click here to see past Guru responses on "crosstab"


Tuesday, February 23, 1999 #2352
How can you determine the corresponding county and DMA for a zip code?

The Media Guru Answers(Tuesday, February 23, 1999 ):
Nielsen has a reference volume for this purpose. By the way, zip codes are not necessarily within one county. For example on, to consider just one sample county line within the NY DMA, there are 5 zipcodes which straddle the Nassau / Suffolk county border.


Monday, February 22, 1999 #2351
Do you have any research or results of studies done that compare "consumer recall" by radio format (i.e. AM Talk formats might produce X% better recall than advertising aired on FM Music stations...)?

The Media Guru Answers(Monday, February 22, 1999 ):
The Advertising Research Foundation library will be the most likely source.


Wednesday, February 17, 1999 #2346
Could you please provide the basics on how to read a crosstab? Also, the definitions of the terms %col, row, composition, coverage, index - what do all of these mean? This would be very help to folks who are new to media planning and research, so that they could explain crosstab results to others. Thank you!

The Media Guru Answers(Wednesday, February 17, 1999 ):
Crosstabs, those typical computer analyses of data from MRI, Simmons, The Mendelsohn Media Research Affluent Study and other respondent databases, are an essential tool of media planning, used for target selection, media selection, etc.

Here is a section of a typical "crosstab," taken from The Mendelsohn Media Research Affluent Study Reflecting Households with Income of $70,000 plus . It concerns Cosmetics users, persons who visited the Caribbean and Vodka drinkers:

To the left, first the description of each row appears. The top "row," which consists of five lines of data, describes the total population. The next "row" of five lines of data describes readers of Money Magazine, etc.

The next sets of text to the right describe the data content of each of the five lines making up the data rows. "Projection" is the total number of persons the research estimates to be in each category (in thousands, in the total adult universe, which is specified at the top left of the table. This is sometimes labeled "[000]"). Often the term "Audience" appears instead of Projection, especially, though not exclusively, when magazine audience is being analyzed).

The column headings, such as "Total," "Cosmetics," " Drink Vodkas" etc, describe the data in the columns below each heading.

So, at the #1 mark, we learn that 24,855,000 Total affluent adults used Cosmetics in the past year.

At the #2 mark, we see that the number of respondents (persons in the sample) whose educational level is college graduate or better and who use Cosmetics is 3469. In other words, the overall study found 3467 members of its sample who fit both descriptions as to education and cosmetics use. It is important to note this is a whole number and not in thousands. The number 12295 above this indicates that, from this sample, the study projects there are 12,295,000 college (or better) educated cosmetics users.

At the #3 mark we see 12.4 on the %Column line. This means that 12.4% of the column definition (Vodka Drinkers) also fit the row description (Money Magazine readers), that is, 12.4% of Vodka Drinkers read Money. Another way we refer to this is to say that Money's coverage of Vodka Drinkers is 12.4%

At the #4 mark, "%Row" is 16.0, so we learn that 16.0% of the Row definiton (Money readers) drink Vodka. Or, we can say that Money's Vodka Drinker composition is 16.0%

Finally, at the #5 mark, we have an index of 131.3. This is also called "index of selectivity," indicating how much more likely, as compared to the average affluent adult, the persons in the row are to also be in the column. (Traditionally indices are used with no decimal places, so, in application, one would refer to this in future use as a "131 index.")
In this case, the index tells us that a person in a Household which has $100,000 or higher income is 31.3% more likely to have taken a Caribbean trip than the average affluent adult. The index can be calculated either dividing the %Column under Caribbean visit by the %Column under total:
59.6÷45.4
or
in the Caribbean visit column, dividing the %Row in HHI $100,000+ by the %Row in the "Total" row:
21.6÷16.5.


Wednesday, February 17, 1999 #2342
what are the outdoor tracking and site evaluation measures that are currently being employed in the US, Canada and UK? Also can you tell me something about OASIS?

The Media Guru Answers(Thursday, February 18, 1999 ):
Outdoor is essentially measured by sporadic checks of traffic past posting sites. One company with expertise in outdoor media analysis, and which serves all three countries is Harris Media Systems (a sister company of AMIC's)

The only "OASIS" relevant to media, of which the Guru is aware, is a technology which "allows almost any web page to be delivered to a variety of non-PC environments"


Tuesday, February 16, 1999 #2341
I've visited SRDS.com and I've also looked through their books. I'm still unable to locate the countries that publish different publications such as Advertising Focus, Adwork and Ekerstae News. That's just a few of what I'm looking for. What is the easiest way to find this information quickly?

The Media Guru Answers(Wednesday, February 17, 1999 ):
ESOMAR , the European Survey, Opinion and Market Research Organization could probably help.


Tuesday, February 16, 1999 #2340
Hello! I'm a student at Bournemouth University in UK and I'm studying Advertising and Marketing Communications. I have to decide my dissertation's subject and the truth is I find really difficult to decide among the following areas: advertising on the internet, integrated marketing communications, interactivity and new means of communications and relationship marketing or a combination of some of these. I know its a bit strange and unusual question but I would really appreciate it if you could give some more specific ideas; for example, current concerns. Thank you in advance!

The Media Guru Answers(Wednesday, February 17, 1999 ):
The Guru believes that all these "hot" topics are rather over-examined these days.

A more interesting piece of work might be done on the changes in traditional media as they react to these trendy newcomers.


Tuesday, February 16, 1999 #2339
As a media planner wanting to integrate ambient media into a campaign, where can I find information about the various ambient media contractors in the UK and international?

The Media Guru Answers(Wednesday, February 17, 1999 ):
The Guru does not believe the term "Ambient Advertising" has become common industry usage as yet. A Yahoo "advanced search" for "outdoor advertising UK" will return web sites of several vendors of the sort you are seeking.


Monday, February 15, 1999 #2336
How are effective frequency and reach levels determined for new product categories?

The Media Guru Answers(Tuesday, February 16, 1999 ):
The Guru has discussed this frequently. Click here to see past Guru responses on effective reach


Monday, February 15, 1999 #2334
what are the various measurement techniques for ourdoor media?

The Media Guru Answers(Monday, February 15, 1999 ):
Outdoor is measured by counting traffic passing the location and applying factors for the age/gender of those passing and an average number per vehicle.

Harris Media Systems offers software for outdoor media planning.


Monday, February 15, 1999 #2333
what is the recent work being done on the recency theory--beyond erwin ephron?

The Media Guru Answers(Monday, February 15, 1999 ):
The advertising trades such as the U.S.' Ad Age publish regarding this topic from time to time.

The Advertising Research Foundation library will compile published information from many sources as developments are reported.

Walter Reichel and Leslie Wood of A:S Link worked on the concept as early as 1989. A forthcoming book by Simon Broadbent will cover recency extensively. Another recent volume, How Advertising Works, by J.P. Jones, also examines the history of recency.


Saturday, February 13, 1999 #2330
What are the various media planning software available on the net

The Media Guru Answers(Monday, February 15, 1999 ):
If you mean free media planning software which can be used on the net, there is very little, perhaps only the Telmar Flighting Calculator and University of Texas at Austin's "AdMedium" which requires the planner to supply all data. There are details regarding professional media software, which is not free at such sites as Telmar.


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 12, 1999 #2328
Our agency has had some recent difficulty in posting about 90% is some spot markets. We are looking for research and/or articles that say whether other agencies are having trouble as well. We have read some research that talks about network erosion -- but nothing that mentions how this relates to post buys. Any thoughts?

The Media Guru Answers(Monday, February 15, 1999 ):
The Advertising Research Foundation library will have information published on the topic.

The Guru doubts that network erosion is a part of your problem, unless you are buying mostly day and prime on affiliates and doing buys and estimates a couple of years ahead of posts.

The ability to post within 90% depends on two factors

  • The accuracy of buyers' estimating techniques, and
  • the stability of program performance

Network erosion is small but steady and easy to allow for in projections. Buyers' estimates are usually primarily based on historical usage trends and most recent share performance plus some intelligence about programming changes. Unless there are very volatile schedules, estimates should be within +/- 10%. Some will be over by more and some will be under by more, but these should balance. Some buyers may be overly optimistic, so that buys appear to come in on goals, but this practice causes just the sort of post-buy problems you seem to be facing.


Friday, February 12, 1999 #2327
Dear Guru, I know I've seen this info before, but can't remember where. I'm looking for a simple report that roughly stated how consumers find websites. For example X% of respondents went to a website when they saw the URL in a print ad, Y% from a TV ad, etc. Have you seen something similar? Thank you for your help.

The Media Guru Answers(Monday, February 15, 1999 ):
Various trade publications may have mentioned these findings.

The best archives of such data are at NUA


Friday, February 12, 1999 #2326
I have specialised in client servicing and as yet have nil aptitude for media fundas. where should i start ? do i need to master any software ?

The Media Guru Answers(Monday, February 15, 1999 ):
The Guru interprets your question to be " where can you acquire the knowledge media fudamentals needed by a client service person?"

You could read a basic text, such as the ones listed in the AMIC Bookstore (in association with Amazon.com).

You could participate in an online media discussion such as our "MediaPlanning discussion" in Ad Talk and Chats .

You could browse through the Guru's answers to queries.

You could attend a two or three day beginners' workshop.

Knowledge of software is not very useful without knowledge of the fundamentals. A client service person might never need to know about the software.


Wednesday, February 10, 1999 #2317
We are looking for "big ideas" to increase awareness and drive traffic to a new website. The target is an upscale art enthusiast. We are looking at traditional media and considering other vechicles such as post cards, blimps, etc. We will have on online campaign, but that is separate. Do you have any other good ideas for this type of objective? Thanks for your input! You are great.

The Media Guru Answers(Wednesday, February 10, 1999 ):
The Guru would look for opportunities in conjunction with Art Museums and Galleries. Ads/mentions in programs and/or catalogues, positions in newsletters/mailings announcing new exhibits.


Wednesday, February 10, 1999 #2316
I am currently doing some research into available packages for Airtime Sales Systems for broadcast. I have some information on UK packages such as Enterprise but as many of these seem to rely on outdated technology, I wondered if you could provide any recommendations?

The Media Guru Answers(Wednesday, February 10, 1999 ):
The Guru isn't sure what you mean by "outdated technology."

Do you refer to hardware platforms, e.g. PC/Windows vs mainframe or to funtional/software issues, e.g. internet data access?

Two of the leading suppliers of broadcast sales support systems in the U.S. are Donovan and Tapscan.


Tuesday, February 09, 1999 #2314
Thank you for such a great information source. My concerns were suddenly raised this morning when I read an article regarding global advertising on the internet and the possible regulation implications regarding products (such as downloadable products). There has been a case of an internet seller in one country being sued by a government in another country. As I have compiled global internet plans, I am concerned - how do I find out more in this regard, and protect my client from any legal action?

The Media Guru Answers(Tuesday, February 09, 1999 ):
There is a maxim which says anybody can sue anybody else for anything; winning is another matter.

The Guru does not give legal advice. Suits like this go back to at least 1995 when Germany sued Compuserve over obscene material in a bulletin board or forum accessible through Compuserve, but not maintained by compuserve, if the Guru's memory serves.

It is not likely, in the Guru's non-legal opinion, that a suit can get anywhere unless the defendant has a presence in the complaining country. It is also likely that anything you can think of is illegal somewhere, any anything on the internet is available everywhere unless there is specific scripting on the site controlling what is available to which domains.

Information and "protection" must come from an attorney with expertise in international commercial law.


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.


Friday, February 05, 1999 #2311
What would be the best steps to take in getting an in-house produced commercial for a website on spot/cable tv? Agency, media buyer, direct with the station, something else? Thanks. Oliver Willis

The Media Guru Answers(Friday, February 05, 1999 ):
Righly or wrongly, you have already produced the commercial and decided on which media to use, so you have little use for agency services.

A media buyer can help you choose the best media outlets and programs and negotiate price better than your in-house people are likely to.

In the unlikely event that you are so narrowly focused that you will only ever place the commercial on one local cable system, then in-house may be adequate.


Friday, February 05, 1999 #2310
Hi, with reference to your answer #2293 regarding DTH vs cable delivered internet, you said you cannot find, speaking from the end-consumer's viewpoint anything special DTH has to offer vis-a-vis web-TV/cable-delivered internet. Let me now ask a basic question. As a television company, should I or should I not invest the millions of dollars required to set up a DTH service. anirvan@zeenetwork.com

The Media Guru Answers(Friday, February 05, 1999 ):
First, understand that the Guru does not give investment advice.

With that understood, the Guru's non-professional opinion is that new forms of cable and digital TV will soon outpace the offerings of satellite, leaving such systems to fight over geography not served by cable or broadcast.


Thursday, February 04, 1999 #2309
Dear Guru, I was wondering if you could tell the average CPP for women 18+ for 100 GRP's in the top 20 markets.

The Media Guru Answers(Friday, February 05, 1999 ):
AMIC provides recent SQAD HH spot costs per point for all markets in the Rates, Dates and Data area


Wednesday, February 03, 1999 #2307
dear Guru, i am a great fan of ur site and u have in the past cleared a number of my doubts. i am currently pursuing a thesis on in film advertising. where on the net can i find information related to the topic'in film advertising'or 'stealth advertising' or 'in theatre advertising'? i would be glad if u could direct me regarding this topic girish

The Media Guru Answers(Friday, February 05, 1999 ):
Screenvision is one of the best known in-theater advertising vendors.

One in-film product placement company the Guru has mentioned previously is Hollywood International Placements


Wednesday, February 03, 1999 #2306
Do you know of any research that demonstrates the link between increased SOV and increased SOM (Value or Volume), if there really is one?

The Media Guru Answers(Friday, February 05, 1999 ):
The best research library resource is Advertising Research Foundation


Tuesday, February 02, 1999 #2304
other than cmr and competitrack, where can i get competitive spending for the tech industry? thanks

The Media Guru Answers(Thursday, February 04, 1999 ):
These are probably the only syndicated choices. You may find that a friendly CMP or Ziff-Davis rep has tracked the category in which you are interested.


Tuesday, February 02, 1999 #2302
Our web site is an educational application delivered over the web. The user spend most of the time interacting with a Java applet that refreshes the educational content. I want to sell advertising on the page but am not sure how to measure CPM since the user stays on one page. I intend to dynamically refresh the advertising while the user is on the page. It would seem to make sense to sell the spots by the number of seconds the banner runs. Is there a standard for how long an ad should run to count as an impression?

The Media Guru Answers(Thursday, February 04, 1999 ):
The TV standards are generally :15, :30, :60. These standards are not usually used on the internet except for full animation ads like those on the Pointcast service. web cpms are based on exposures of the ad to visitors, and counting repeats, if delivered on different pages, is considered fair game.

Logically, your user is focused on the site's content, therefore pricing ads based on duration will be a tough sell, in the Guru's opinion.


Monday, February 01, 1999 #2301
is there a way to advertise swiftly and effectively on the web, for free?

The Media Guru Answers(Thursday, February 04, 1999 ):
To paraphrase the old saying, you can have it fast, you can have it good and you can have it free, pick any two.

There are many sites that allow free, instantly posted advertising within certain areas, like AMIC's Ad Jobs. But traffic in that area is far less than a paid banner's general rotation, for example.

Targeted sites like AMIC can also post banners in their most effective areas, but charge for advertising.

Why would anything with all the values you specify be free, unless you are in a position to trade reciprocal links or banners?


Monday, February 01, 1999 #2300
Hi! Guru (sorry for my poor english) I would like to know which are the most important universities and masters in advertising studing. Which is the best way to know all the colleges, and places where the students can improving their knwoledges and get a grand for working abroad. Thanks a lot

The Media Guru Answers(Thursday, February 04, 1999 ):
A site like U.S. News & World Report is a good way to find colleges offering specific areas of study.

The Guru has never found that any particular University stands out in this arena. For media carreers in particular, the Guru believes a good general education is more valuable than an advertising "major."


Friday, January 29, 1999 #2297
Dear Guru, I'm having a hard time finding media related information on the increase in direct marketing. Where could I find media spending, how is it affecting allocation of dollars, etc.

The Media Guru Answers(Thursday, February 04, 1999 ):
Consult the Direct Marketing Association (DMA)


Thursday, January 28, 1999 #2295
I'd like to obtain a contact who can assist me in finding a company, for my client, that places brochures on college campuses (ie. kiosk)

The Media Guru Answers(Thursday, February 04, 1999 ):
One such company is American Passage


Thursday, January 28, 1999 #2294
How soon will web-TV/cable delivered internet become a reality for the masses? nagarjun55@hotmail.com

The Media Guru Answers(Thursday, February 04, 1999 ):
In the U.S. at present, web-TV is a reality now, for anyone who wants it. It has not appealed to many.

Cable-delivered internet has about 500,000 homes connected and is probably available to at least 20 times that number.

The AT&T / TCI / At Home deal will greatly broaden the potential. The pricing is not much higher than standard internet connection. But keep in mind that this is merely a faster connection, not greatly different content.


Thursday, January 28, 1999 #2293
While trying to decide the future potential of DTH as a medium/entertainment option, I came across this view that the USP of DTH being the abundance of choice it offers to the consumer, it will face obsolescence at the hands of cable-delivered internet/web TV. How likely do you think this is? What are the possible ways in which DTH can hold its own ? anirvan@zeenetwork.com

The Media Guru Answers(Thursday, February 04, 1999 ):
There is another important DTH advantage: it can reach homes not "passed" by cable, though these are relatively few.

True, cable should soon be able to deliver as many choices as satellite, making the competition essentially price-based. A big disadvantage to satellite is the failure of the systems which the Guru has seen to offer any savings for connecting additional sets in the home, while cable typically discounts added hook-ups.

Adding commercial-free channels might help DTH penetration, but that doesn't help the media planner.


Thursday, January 28, 1999 #2292
Dear Guru, Thanks for your service.Can you inform me the popular internet marketing magazines published in u.s.a and their site addresses.

The Media Guru Answers(Thursday, February 04, 1999 ):
The Guru does not know of any magazines specifically devoted to internet marketing. There are some that focus on internet business, including marketing, such as internet Week and InteractiveWeek. And Business Marketing Magazine's Net Marketing site is about internet marketing.


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.


Monday, January 25, 1999 #2287
Is there a directory for companies who offer co-op media advertising.

The Media Guru Answers(Monday, January 25, 1999 ):
The Amazon.com on-line bookstore has the standard resource, Co-Op Advertising Programs Sourcebook Spring 1997 : The Comprehensive Guide to Programs For: Media Companies, Ad Agencies, Manufacturers & Retailers , Published 1997.

Another good how-to reference is Co-op Advertising : The Authoritative Guide to Promotional Allowance Marketing for Advertisers, Retailers, and Distributors , Bob Houk, 1995


Friday, January 22, 1999 #2286
Is there a research source from which i can gather audience coverage and composition information on how well and to what degree ABC audited business publications are read by CEO's, CFO's and CIO's and/or senior company management?

The Media Guru Answers(Friday, January 22, 1999 ):
Simmons and MRI and The Mendelsohn Media Research Affluent Study all offer some detail on readers by title. The Mendelsohn Media Research Affluent Study might be best for your specific request.


Thursday, January 21, 1999 #2284
Is there a source where I can find how to create standard ISCI codes for TV Dubs?

The Media Guru Answers(Thursday, January 21, 1999 ):
Your dupe house can probably help you, or the American Association of Advertising Agencies will have a pamphlet on the topic.


Thursday, January 21, 1999 #2282
From where i can get the information about the scope of internet advertising for different products?

The Media Guru Answers(Thursday, January 21, 1999 ):
Sites like Jupiter and NUA compile research on which advertisers are spending how much money. Ad Age also covers this.


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 #2273
  • What can you tell me about Modem Media?
  • What do you know about 24/7?
  • What can you tell me about AdForce?
  • What can you tell me about Match Logic?
  • Tell me about Double CLick
  • What can you tell me about Avenua A, I33, Flycast Communications, Ad Knowledge, and Media Metrix?
  • What can you tell me about US web / CKS?
  • What can you tell me about NetGravity?

The Media Guru Answers(Monday, January 18, 1999 ):
Click the following to visit the web sites of each company, with more information than the Guru can provide on this page:

Modem Media,

24/7,

AdForce and

MatchLogic.

Generally, the best way to find out about a firm, especially a web advertising firm, is to visit its web site. Also, as a general rule, the address will be in the form http://www.COMPANY NAME.com. On the rare occasion when that doesn't work, a visit to a basic search engine like Yahoo or Excite! will quickly find the needed site. Many agencies are listed in AMIC's "web Sites" area.


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.


Friday, January 15, 1999 #2264
Are there any trade magazines and/or trade newspapers that are editorially devoted to serving MIS professionals who are in the e-commerce business? This (e-commerce) is a very new industry and it wouldn't surprise me to much if none existed. Thanks.

The Media Guru Answers(Friday, January 15, 1999 ):
The Guru isn't sure exactly what you mean. Your description might fit CMP's internet Week. Some of CMP's other titles under "The Users" might also be appropriate.


Thursday, January 14, 1999 #2262
I am looking for a statistic that states what number of advertisements the average Amercian is exposed to in an average day. Can you help?

The Media Guru Answers(Friday, January 15, 1999 ):
The Guru has seen figures from 1500 to 20,000. These are all used to enflame someone and sell some specific approach to advertising. Often, these statistics include exposure to product labels. Also the experience of someone walking city streets for a large part of their day is quite different than somone indoors in an office or out in a rural environment.

Let's try to give this some perspective. If a person sleeps 8 hours and is awake 16 hours, then there are only 960 (16x60) minutes of the day when the person can be exposed to advertising. If one assumes that an average ad exposure consumes :30 seconds (allowing for radio :60's and 10 second promos) then, even if the person spent every waking minute doing nothing but looking at ads, the maximum exposure would be 1920. But no one's day is 100% advertisng. If you involve yourself in watching tv or listening to radio or reading magazines, ehich are probably the most ad-rich experiences of a person's day, then not more than one-third of your time would be spent being exposed to ads, so the maximum count drops to 640. Now try to imagine how much time of your day is ad-free, while you are in a business meeting, writing a report, digging a hole, etc. How much ad exposure time is left?

Sources like the Advertising Research Foundation will have articels with some of the claims, but remeber to consider them in the light of reality.


Thursday, January 14, 1999 #2260
Could your tell me if there is any internet research data available?

The Media Guru Answers(Thursday, January 14, 1999 ):
Yes, masses thereof, with C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment), Cyberatlas and NUA holding some of the largest collections.


Wednesday, January 13, 1999 #2259
Does the Guru know of any international brokers with whom to deal when booking internet advertsing for international sites?

The Media Guru Answers(Wednesday, January 13, 1999 ):
The Guru answered this question on January 7, below.


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


Saturday, January 09, 1999 #2256
What techniques do exist to get someone click on a banner ? example: trick banner, hot price offer, about new product, etc. Are there categories of the mostly used techniques ?

The Media Guru Answers(Monday, January 11, 1999 ):
Categories probably would be banner appearance (color, words vs photos vs drawings) , animation and copy content. See "How To Screw Up Banner Advertising" on the Guru's Think Pieces page.

Both the NYTimes and Business Marketing's Net Marketing have had articles about the effects of various banner creative.

C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) compiles web advertiseing research with extensive focus on this topic.


Friday, January 08, 1999 #2255
Has any research been conducted on internet in SA (apart from ABIS)?

The Media Guru Answers(Friday, January 08, 1999 ):
NUA and CyberAtlas offer two of the best compilations of internet research.


Thursday, January 07, 1999 #2252
Does the guru have any information on female teen media habits arranged by quintiles compared to the general population? population?

The Media Guru Answers(Thursday, January 07, 1999 ):
Simmons and MRI both do teen studies which can be comapred to their 18+ behavior studies.


Thursday, January 07, 1999 #2250
I am currently working on an international online campaign. Are there any records of international brokers, as I am finding it a mammoth task to contact the owners / administrators of international sites. In addition to the obvious exchange rate concern, and the logisitcal nightmare involved with dealing with possibly 30 different people, a broker scenario would make life that more simple. I have not been able to find a source of any international brokers, such as the brokers in SA who represent SA'n sites.

The Media Guru Answers(Monday, January 11, 1999 ):
Your best bet is to check with one of the major web reps who do some international business, like 2Can Media. They probably have connections for other international representation, filling the gaps in their own list.


Wednesday, January 06, 1999 #2248
Media Guru, I have been successful producing and placing radio and television campaign spots. Now, I would like to learn how to market campaign merchandise and political candidates on the internet. Where should my first stop be?

The Media Guru Answers(Thursday, January 07, 1999 ):
This is not a media question, but the Guru would warn you that there are all too many players claiming expertise in marketing on the internet. The true experts are doing it, not teaching it.

For some insights, visit The List of Marketing Lists and subscribe to a couple of the internet marketing and advertisng discussions.


Wednesday, January 06, 1999 #2247
What is the current penetration of web/internet useage by adults 18+?

The Media Guru Answers(Thursday, January 07, 1999 ):
It might be 60 million in the U.S. Or less. Or more. The definition of user and use as well as technical differences between measurers are highly variable. For a good discussion of the estimates and discrepancies, see this article at NUA Surveys.


Wednesday, January 06, 1999 #2246
Is there a web site for the Newspaper Standard Rate & Data information?

The Media Guru Answers(Thursday, January 07, 1999 ):
See Standard Rate and Data Service (SRDS)


Wednesday, January 06, 1999 #2244
Dear Guru: Here is a question from your fan in Taiwan. Can you briefly introduce how the guaranteed CPM, the upfront and scatter market systems work in the U.S.TV market? Can you also recommend some web sites related to the preceding issues? Thanks a lot!

The Media Guru Answers(Thursday, January 07, 1999 ):
Briefly "guaranteed CPM" means that if the schedule purchased does not deliver the audience promised, additional announcements will be provided until the added audience delivery brings the CPM down to the guaranteed number.

The upfront system primarily sells to larger advertisers, who will spread their buy over all four quarters of the selling year (fourth through third quarters), with scaled ability to cancel portions of the successive quarters. CPM guarantees are included.

Scatter buys are smaller, as needed throughout the year, and may still include cpm guarantees, but the pricing structure will be higher than upfront. When upfront has sold well, inventory for scatter will be more restricted.

Advertisng industry news sites such as Ad Age will report on the upfront and scatter marketplaces as develoments occur.


Wednesday, January 06, 1999 #2243
Dear Guru: Do you have the latest ave. CPM for the four Networks as well as major cable channels in the U.S. (Prime Time CPM Rate)? Also, do you have the latest ave. CPM figures for the TV media in U.K. and Japan?

The Media Guru Answers(Thursday, January 07, 1999 ):
Here in AMIC's Rates, Dates and Data area you will find useful CPM data for these U.S. media. The Guru is not aware of similar sites for the U.K. or Japan.


Wednesday, December 30, 1998 #2241
where can I find demographic/psychographic profile of NPR listeners?

The Media Guru Answers(Wednesday, December 30, 1998 ):
Try NPR. There is often a shortage of research on the audience of non-commercial media.


Sunday, December 27, 1998 #2237
Dear Guru, I am a successful businessman out of the Computer industry and a recent perhaps "naive" entrant into the Media field. As a relative newcomer to the industry I don't have the benefit of years of experience nor the disadvantage of "old school thinking". I just have the feeling that certain media is being entirely overlooked by the "wise old owls" of the Advertising business. With all the clutter clogging up the traditional advertising "channels", one would think ad pro's would jump at an opportunity to help their clients stand out from the crowd. I think we have something new and unique to offer in this regard. Could you visit our web-site and perhaps critique it for us? I would like to know what if anything is wrong with our "picture". Thanks in advance for your time and attention. Rich Fagin, President AdverTrailer Systems

The Media Guru Answers(Sunday, December 27, 1998 ):
In the Guru's opinion, there is nothing "unique" about yet another truck-side billboard. And, as your own sample pictures show, it is a medium as cluttered as any.


Wednesday, December 23, 1998 #2234
Do you have a U.S. name and contact for the optimizer program X*pert?

The Media Guru Answers(Thursday, December 24, 1998 ):
The Guru does not know of a U.S. contact for X*Pert.

However, AMIC 's sister company Telmar offers its own optimizer program, TRANSMIT, which adds competitive analysis features.


Monday, December 21, 1998 #2230
I am currently analyzing a media schedule that includes consumer print, trade print and national cable. I have been asked to pull a reach and frequency for the entire schedule. I realize that I am working with several differenct universes. I have added the circulations and pulled the gross impressions for cable. I have added those together. Is there any formular to determan a reach and frequency? Help?

The Media Guru Answers(Thursday, December 24, 1998 ):
In general, different media have different audience accumulation patterns when thinking about net unduplicated audience vs gross audience.

Calculating reach from a total multimedia impressions number is not practical unless the gross rating points (impressions divided by GRPs) is so many thousands that a 95+ reach can be assumed.

Some media, in particular broadcast media, allow general estimation of reach from a table of GRP levels. Print media are more complicated.

What you really need is standardized media software for reach and frequency calculation like that which is offered by AMIC 's sister company, Telmar.


Monday, December 21, 1998 #2229
Dear Guru I am from South Africa and new to the online planning function.My question to you is as follows: Are there any sites or has any research been done on internet browsers, specificaly which "brand" and version is most common?

The Media Guru Answers(Wednesday, December 23, 1998 ):
The Guru doesn't think this data will have much effect on your planning but Iconocast is one of many sites which keeps track of browser share. MSIE continues to close the gap vs Netscape. Here at AMIC for example, we serve virtually identical numbers of pages to MSIE and Netscape versions 3.X and 4.X. The version 3 vs version 4 splits of the two are comparable as well, at about 70 / 30 Ver4.x vs Ver3.x. The two represent over 90% of browser traffic.


Sunday, December 20, 1998 #2227
Dear guru, i am a student of media planning and am currently pursuing my thesis on recency planning and its applicability in India. what are the sites on the net which give information on recency planning? how can i access various studies done on this subject?

The Media Guru Answers(Monday, December 21, 1998 ):
There is considerable information here on AMIC . Use the search function in the Media Guru archives or in the Ad Talk and Chats area, where the Mediaplanning and Awards Papers list have all discussed recency extensively.

The Advertising Research Foundation also has all the published material.


Friday, December 18, 1998 #2224
Dear Media Guru, Do you know the breakdown of advertising $'s (US) spent in upon the different media? Thanx... (scott@spiritpro.com)

The Media Guru Answers(Friday, December 18, 1998 ):
Ad Age publishes these data annually.


Wednesday, December 16, 1998 #2223
dear guru- what is the best way to analyze magazines once proposals come in? Obviosly we want to evaluate comp, cov, cpm, positioning, added value, etc. do you recommend an excel spreadsheet with weighted averages? Is there one already set up on the site to download? Just looking to do this the smartest possible way. Thanks

The Media Guru Answers(Sunday, December 20, 1998 ):
All these factors, as well as some others, like added reach, and authoritative editorial are possible considerations. One can even consider the degree of the match of the magazines total impressions demographic distribution with the overall distribution of the purchaser.

It is extremely simple to build a spread sheet, making magazines the rows and making the specific factors the columns. Weighting ought to be set up as changeable so that it can be different from one advertiser's plan to the next, depending on goals. It will even be interesting to consider how magazine rankings change, when different factors get differing weightings within the same objectives. For example when reach is more important than frequency, is the magazine list very different than when these factors' importance is reversed?

Of course, the best approach is to independently compute the data using a syndicated data base (such as MRI, SMRB, MMR, TGI, PMB, etc.) and software such as Telmar's (AMIC's sister company) which handles all of the above data as well as many additional capabilities such as reach/frequency analysis and optimization.


Wednesday, December 16, 1998 #2222
Does the guru know if it is possible to buy air time on SPECTRAVISION, the hotel-room movie channel?

The Media Guru Answers(Sunday, December 20, 1998 ):
The Spectravision site gives no indication that they are selling advertising, but they do offer means of contact, so you could ask them.


Monday, December 14, 1998 #2221
What is the value of adding TV to an all-print media plan?

The Media Guru Answers(Sunday, December 20, 1998 ):
Adding any medium to a single medium plan will add reach and equalize distribution of impressions among those reached.

TV of course has sound and motion to allow different kinds of messages.

For advantages of different media, see the Guru's "Advertising Media Strengths".


Monday, December 14, 1998 #2219
Dear Guru, How would you define the role of a media buyer? And what would you say are their principal tools and techniques?

Have you any suggestions as to where I can obtain information on media buying from a complete novice angle? How closely are media planners and buyers related if at all?

The Media Guru Answers(Saturday, December 19, 1998 ):
Generally, a media buyer's role is to negotiate the purchase of broadcast time or print space in accordance with the goals established in the media plan. More often, people with the buyer's job are broadcast specialists and print is often negotiated by the planners. There are more and more print specialists. This differs from country to country and according to agency size. Smaller agencies in the U.S., for example, often use planner / buyers.

Tools are the research to evaluate the value and appropriateness to fulfilling goals of the media possibilities. The techniques use various calculations and evaluative processes to compare media and negotiating techniques applicable to any form of negotiation.

The media planner's job is to determine which media will meet the advertising goals of an advertiser, within stated marketing and creative parameters. This means selecting media, designating vehicles within the media, determining levels of media to use and timing.

For the basics, try one of the media planning texts from Amazon .com in the AMIC Bookstore.


Friday, December 11, 1998 #2215
I want to obtain some free media software.

The Media Guru Answers(Friday, December 11, 1998 ):
And the Guru wants one million dollars. What kind of media software do you need; to do what task? It is rare that the specialized software for reach and frequency, cpm rankers, etc is available free unless a particular medium creates some to fill a need when there is no standard software that works for their media type.

The only free media software of which the Guru is aware is Reach and Frequency for U.S. Spanish language TV.

Univision has temporarily withdrawn their HispaniCume, and Telemundo has just released an update of their STRETCH2 sysytem.


Friday, December 11, 1998 #2214
Are there demographics on who is using individual web search engines?

The Media Guru Answers(Friday, December 11, 1998 ):
Yes. See the following answer about site demographics.


Thursday, December 10, 1998 #2213
Where can I find demographic information on web sites and servers?

The Media Guru Answers(Friday, December 11, 1998 ):
Demographics of web sites are provided by MediaMetrix, Nielsen and MRI among others.

"Servers" as the Guru uses the term, are the software that operates web sites and don't have "demographics."


Thursday, December 10, 1998 #2211
where does one look for entry level media, advertising and pr vacancies

The Media Guru Answers(Thursday, December 10, 1998 ):
The best place is in the classified employment ads in major advertising cities like New York, Los Angeles, Chicago. London, Hong Kong, etc.

But check AMIC's Ad Jobs area, too.


Wednesday, December 09, 1998 #2209
A colleague of mine recently mentioned the Control Circulation Bureau, which he said was an auditing service for unpaid subscription publications. Our nonprofit research organization publishes a monthly newsletter that is distributed at no charge to subscribers. We are interested in such a service. Can you help me? Thanks for your attention!

The Media Guru Answers(Wednesday, December 09, 1998 ):
The closest thing with which the Guru is familiar is Certified Audit of Circulations which
"was established in 1956 as a not-for-profit circulation
audit and research organization serving publishers,
advertisers and advertising agencies."

Of course, for traditional "controlled circulation" publications, that is, those edited for a particular business segment and distributed to those who qualify and request a subscription, the main auditor is BPA, International.


Tuesday, December 08, 1998 #2208
Do you know of any research sources on marketing to UAW workers?

The Media Guru Answers(Wednesday, December 09, 1998 ):
The Guru does not think there would be any research that narrow in the public domain.Perhaps a magazine written for that union or union members in general would have some in-house research.

A careful reading of the UAW's own site sill give you considerable marketing guidance.


Monday, December 07, 1998 #2204
What publications would best serve a company wishing to publicize a new product to the metals manufacturing and fabricating industry?

The Media Guru Answers(Monday, December 07, 1998 ):
You need to consult Standard Rate and Data Service (SRDS)'s Business Publication Advertising Source

A limited amount of information is available from Netline's Tradepub.com search facility.


Friday, December 04, 1998 #2203
Dear guru, what is the Media Multiplier Effect and where could I find information on studies conducted on it? Thanks.

The Media Guru Answers(Monday, December 07, 1998 ):
The Media Multiplier Effect is a system originated by Magazines Canada to demonstrate the benefits of adding magazines to TV schedules. There are details and research summaries on their site.


Friday, December 04, 1998 #2201
Hello GURU! Could you, please, put me into research achievements connected to joined diary+ people meter panels. I am interested in other countires experience, established differences at media weights determined by technical specifics of methods, specifics of data weighting due to proportions between diaries and peoplemeters installed in area, etc. I will appreciate your detailed answer.TE.

The Media Guru Answers(Friday, December 04, 1998 ):
The Advertising Research Foundation library or ESOMAR , the European Survey, Opinion and Market Research Organization will be the best source.


Friday, December 04, 1998 #2200
Hi guru Where can I find BDI/CDI info for the technology sector? Thanks

The Media Guru Answers(Friday, December 04, 1998 ):
BDI (Brand Development Index), which is based on brand sales, is most likely to be proprietary and not publicly available.

Category Development may be inferred from data in such sources as SRDS' Lifestyle Market Analyst or in category sales data sets used with geodemographic mapping systems like those of CLARITAS.


Friday, December 04, 1998 #2199
Dear Guru, From your point of view, what would be the principal reasons why media planners would prefer to use one media rather than another? Taking into consideration TV, Radio, Press, Outdoor, Direct Mail, Cinema etc. What would you consider as being the attraction of each to the media planner? Many thanks for your help

The Media Guru Answers(Friday, December 04, 1998 ):
The Guru hopes that professional planners are looking at these media for their contribution to achieving the objectives and strategies of the advertiser, not for individual appeal to the planner.

Sometimes a product needs a visual medium to illustrate product benefits or shelf appearance. Other times a better known or less differentiated product benefits most from the frequency of radio.

Please visit the Guru's Media Strengths page.


Thursday, December 03, 1998 #2197
Do you know of any third party services that identify remnant (last minute) print ad space opportunities for advertisers? What are their names and how do they work? I know your practice is to offer a web based service but I truly would appreciate a brief phone call at 215-(deleted).

The Media Guru Answers(Thursday, December 03, 1998 ):
The Guru is not aware of any such services. Magazines generally seem to prefer to offer such remnants to current advertisers first, and often to other advertisers who initiate contact and offer to take any remnant space at any time.

The Guru never phones query submitters. The only direct, person-to-person contact is by email and that is only in cases where the Guru needs a clarification of some aspect of the query, or to reject queries not within the Guru's media-only scope.


Tuesday, December 01, 1998 #2191
Can you please tell me who Achenbaum is? I think this regards "optimal range". What is that? Thanks.

The Media Guru Answers(Wednesday, December 02, 1998 ):
You probably mean Alvin Achenbaum, a long time industry figure, now one of the principals of Achenbaum Bogda Consulting, an agency search firm.

The term, "optimal range," is unfamiliar to the Guru.


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.


Monday, November 30, 1998 #2185
are there any websites that let you know what industry specific sites you can advertise on?

The Media Guru Answers(Monday, November 30, 1998 ):
If you mean for free, the Guru thinks not. AdKnowledge does this for a fee.


Monday, November 30, 1998 #2184
Where can I find video tape and or books regarding specific award winning advertising strategy campaigns?

The Media Guru Answers(Monday, November 30, 1998 ):
The leading strategy awards - as in meeting marketing goals - are the Effies


Monday, November 30, 1998 #2180
Dear Guru, can you tell me about the tools and techniques that media planners use? or failing that, where can I get hold of information on the above? Thanks for your help

The Media Guru Answers(Monday, November 30, 1998 ):
This is the contents of an entire university course or two, or perhaps the learning of a year or two's work.

For some idea, see the Guru's Parts of a Media Plan.


Sunday, November 29, 1998 #2178
Need to know urgently on Recency model. Please help

The Media Guru Answers(Sunday, November 29, 1998 ):
Always the fastest way to get the Guru's thinking on specific issues is to go to the Guru Archives Search Engine. Use "recency" as your search term in this case and you will find several Guru responses about recency.


Friday, November 27, 1998 #2176
Which is London's largest circulated daily ? Which is Germany's largest circulated daily ? Which is Hong Kong's largest circulated daily ?

The Media Guru Answers(Friday, November 27, 1998 ):
Refer to International Media Guide


Friday, November 27, 1998 #2175
where can i get some information on magazine research studies pertaining to reader profiles/clutter/advertising recall ? any articles on websites ? thanks rahulthappa@hotmail.com

The Media Guru Answers(Friday, November 27, 1998 ):
See Starch .


Tuesday, November 24, 1998 #2172
what is the standard response rate and should response be figured on GRPs or reach?

The Media Guru Answers(Tuesday, November 24, 1998 ):
There isn't a "standard." The Guru has to guess that you are talking about TV infomercials. Obviously, price, product interest and quality of the infomercial can have great impact on response.

One or two percent is probably a very high response. The Guru would use reach as the base, because GRP will progressively accumulate fewer and fewer exposures among those who might buy but have not yet.

Contact the Direct Marketing Association (DMA) for more information.


Saturday, November 21, 1998 #2168
I am looking for an example of a marketing plan, especially one that a non-profit organization might use.

The Media Guru Answers(Saturday, November 21, 1998 ):
The Guru is building a media plan and research library, but it will probably not include marketing plans. You should try asking our non-profit organization marketing discussion list, org-marketing@amic.com. To subscribe, send an email to listserv@amic.com. The message should only say
subscribe org-marketing
A return email will confirm your subscription and explain how to ask your question. There is a link to the archive of previous org-marketing discussion on AMIC's Ad Talk and Chats page.


Friday, November 20, 1998 #2166
I am a college student doing an independent study for media planning. Where can I find a map that indicates where the Claritas groups are located? Also, where can I find the costs for stadium advertising?

The Media Guru Answers(Friday, November 20, 1998 ):
Claritas (PRIZM, CLUSTER PLUS and others) groups are based on a complex lifestyle segmentation. Maps show concentrations more than location. You may find Claritas willing to supply a map. Mapping systems like COMPASS and CONQUEST which use PRIZM clusters are in the hands of many media.

Stadium advertising is likely to be sold directly by individual stadiums' promotion departments.


Thursday, November 19, 1998 #2164
Is there an internet resource that reports duplication among web sites? Thanks, KMG

The Media Guru Answers(Friday, November 20, 1998 ):
MediaMetrix / Relevant Knowledge is one source that can report duplication between sites.


Thursday, November 19, 1998 #2163
Dear Guru! Where can I find as much information as possible about the globalization in the advertising agencies world; Specifically, I need some case studies about the process of affiliations and partnerships between local agencies and international advertising groups. Are there any predictions about the advertising agencies map in the future - especially in local regions and countries. Thank you very much!

The Media Guru Answers(Friday, November 20, 1998 ):
Information like this might be available from American Association of Advertising Agencies or The American Advertising Federation. There is an excellent, international list of advertising associations at the University of Texas' Advertisng Department site.


Wednesday, November 18, 1998 #2161
Hello,I work at a health care organization and we utilize a lot of advertising (i.e., print, t.v., radio). We are interested in secondary research which includes how health care consumers (health care consumers specifically) decision making process is altered or effected by advertising mediums. I am interested in both branding campaigns as well as product line specific campaigns (i.e., heart). Is there a place I could start to obtain this information? Does ARF have any research on this topic? Thank you.

The Media Guru Answers(Friday, November 20, 1998 ):
Yes, the Advertising Research Foundation is a good place to check.


Wednesday, November 18, 1998 #2160
Dear Guru, I'm a Portuguese student and I'm doing an essay about Media planning. I intend to explain everything about media planning: history, concepts, applications and examples and maybe to do one comparison between what is done here, in Portugal, and around the world. So, what I'm asking you is one suggestion of index to my work: topics, recommended sequence of subjects and which kind of persons it will be nice to talk to. This will also help me to specify my search of information, because I've already too much material and I'm a little bit lost. Thank you! Lena

The Media Guru Answers(Friday, November 20, 1998 ):
See the Guru's Parts of a Media Plan as a starting point.


Tuesday, November 17, 1998 #2159
Where can I get data on what publications the Indian community in USA, UK, Canada and HongKong read as well as TV programs viewed

The Media Guru Answers(Tuesday, November 17, 1998 ):
The Guru does not believe there is any published data resource for your needs. Contact some of the major media of which you may already be aware like India Abroad and chat with a salesperson there to expand your knowledge.


Monday, November 16, 1998 #2158
Dear Guru Where I can find information about advertising at supermarkets and supermarkets bussines. thank you for your help... Yuri_Chile Nov 16,1998

The Media Guru Answers(Tuesday, November 17, 1998 ):
The Point of Purchase Advertising Institute would be a good starting point.


Saturday, November 14, 1998 #2157
Can you please tell me about media readership studies in the SAARC countries - India, Pakistan, Bangladesh, Nepal and Sri Lanka . It would be great if apart from the normal number by demographics, cross tabs, other info like product linkage, duplication, across media / vehicles etc. is also available. Also, if you could let me know about a source that would give me information on the legislation in each of these countries regarding media. Awaiting your reply eagerly. Thanks in advance.

The Media Guru Answers(Tuesday, November 17, 1998 ):
Perhaps one of the national or international research oversight organizations, like Advertising Research Foundation or ESOMAR , the European Survey, Opinion and Market Research Organization can help you.


Friday, November 13, 1998 #2155
Thanks for your quick response, but re: my last question #2154, PERQs measures physicians and medical professionals - this drug is targeting the consumer. Any additional help is greatly appreciated. Thanks again!

The Media Guru Answers(Tuesday, November 17, 1998 ):
For consumer targets, Simmons, MRI or The Mendelsohn Media Research Affluent Study are the best consumer behavior / media use resources.


Thursday, November 12, 1998 #2149
Yearly advertising budgets for amusement parks/attractions, museums ie: Air & Space Museum, Knoxberry Farms, Busch Gardens, etc.

The Media Guru Answers(Friday, November 13, 1998 ):
CMR (Competitive Media Reports) is the standard source.


Thursday, November 12, 1998 #2147
If you were launching a consumer product, what is a reasonable response of recognition (in terms of percentage)for aided and unaided recall after 30 days, 90 days and six months. Is there any research available on response rate or is this an unanswerable question because of all the variables? Thank you for your help.

The Media Guru Answers(Thursday, November 12, 1998 ):
As you surmise, he variables, in type and amount of marketing communications of all kinds are too great to offer general rules. The big research compilations, such as Advertising Research Foundation and Newsweek Media Research Index probably have several casae studies to offer.


Wednesday, November 11, 1998 #2146
I am looking for a third-party listing of the top 100 or so websites, ranked by total traffic counts. I don't want to have to pay for the report. It seems I've seen countless articles in the trades with top 100 lists but don't have any handy for websites. Ideally, the source of the traffic would be either @Plan, Relevant Knowledge, or Media Metrix. Do you know if I can get this online somewhere? Thanks.

The Media Guru Answers(Wednesday, November 11, 1998 ):
RelevantKnowledge and MediaMetrix, which have now merged, both used to openly post top sites lists. But not as deep as 100. Since their data is protected by copyright and contract, it is not likely to be on-line anywhere (legally). If you are planning an on-line media buy, one of your potential vendor sites will probably share the data they subscribe to from one of these sources.


Wednesday, November 11, 1998 #2145
Suppose I wanted to break into advertising, media buying and/or consulting for what is, to me, a new product line -- autos, musical instruments, whatever. Is there a simple guide of compendium which lists the ad agencies of record for various product lines -- or does one have to go through the tdious process of calling a long list of advertisers to see who might have their account? Thanks!

The Media Guru Answers(Wednesday, November 11, 1998 ):
The Standard Directory of Advertising Agencies and Advertisers provides the listings you want.


Tuesday, November 10, 1998 #2144
I need to find out more information on how to figure reach and frequency, especially four week averages as it applies to print, radio and television. What is the best source to use for finding R/F analysis including some work samples. Help me Guru, I want to be like you!

The Media Guru Answers(Tuesday, November 10, 1998 ):
When the Guru started out, Reach and Frequency was calculated manually with the aid of tables and factors. Since then media have become more complex and measurement more detailed. Complicated, multi-step algorithms such as numerous iterations of the Beta-binomial function must be calculated. Now, the computer is virtually the only way Reach and Frequency is analyzed.

Some of the measurers such as Simmons, and MRI have systems for R&F on the media they measure. A few, rare, media such as Telemundo Spanish TV Network, offer sytems (STRETCH2) for their medium.

Most common is the specialized, all-medium software system, such as the one provided by AMIC's sister company, Telmar.


Saturday, November 07, 1998 #2139
Dear Guru: Could you please tell me where I can find resources, information or research paper done on the relationship between advertising spend and brand awareness building?

The Media Guru Answers(Sunday, November 08, 1998 ):
There are so many factors in biuilding awareness that a study focusing purely on ad spend seems pointless. A dollar spent on billboards wiil do a different job than a dollar divided between tv and magazines. A dollar spent on 2-page spreads in magazines will do a different job than a dollar spent on web banners.

However, what research exists on relationships between amounts of advertising and awareness can probably be found at the Advertising Research Foundation, the Newsweek Media Research Index or ESOMAR , the European Survey, Opinion and Market Research Organization


Friday, November 06, 1998 #2138
Could be please give me some popular sites catering to The European countries.Is there a search engine exclusively for European countries?.

The Media Guru Answers(Sunday, November 08, 1998 ):
Sites on the internet are inherently open to all visitors. There are several sites about Europe and in the local language which may therefore meet your specifications. Media sites like Germany's Der Spiegel or France's Le Figaro are examples. European tourism sites may be in many languages.

Your best bet is to think of a European topic about which you want to find a site and search for that specific topic in a major search engine.


Friday, November 06, 1998 #2136
what are the parameters taken into account, when a site claims to be making profit.Some write that even newyork times online edition incurring loss.what do they mean by that?.

The Media Guru Answers(Sunday, November 08, 1998 ):
Profit = revenues minus costs. A site like the New York Times' has substantial costs, in part because it has extensive daily updates as well as a vast data base to maintain. If advertising revenue plus the number of "premium service" subscriptions don't balance the costs, the site loses money.

The site may be worth its cost for the image building or public relations value but this some abstract value doesn't figure in the accountants' profit equation.

The Guru believes there are very few sites making a profit unless they are actively selling merchandise or services, such as Amazon, CD-Now, Music Blvd, and pay-for-smut sites.

There are also some computer hardware and software sites which are said to take such a great customer service burden off the human service techs that they supplement that they more than pay for themselves.


Friday, November 06, 1998 #2135
Where to find advertisement tariff of popular portal and content sites,instead of visiting respective site to know its advt.rate.

The Media Guru Answers(Sunday, November 08, 1998 ):
Standard Rate and Data Service (SRDS) has an interactive advertising source, which is not 100% complete but should have the majors.

A a service called AdKnowledge maintains audience and cost data, but has a significant cost.


Friday, November 06, 1998 #2134
Where to find excerpts from good research papers on online media from advertisement point of view?.

The Media Guru Answers(Friday, November 06, 1998 ):
C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) regularly publishes excellent compilations of web and interactive media research

Also, the Advertising Research Foundation library and the conference procedings from the various organizations like the recent workshop week of the ARF.


Friday, November 06, 1998 #2133
What are the methods generally adopted by the sites to increase a).Traffic and b).Advertising revenue to the site

The Media Guru Answers(Friday, November 06, 1998 ):
This is a good question to research at Business Marketing's Net Marketing


Friday, November 06, 1998 #2132
Is there any site which offers answer to the questions on technical and marketing aspects of online medium(like guru answers questions anything related to media and advertising)

The Media Guru Answers(Friday, November 06, 1998 ):
The Guru does not know of another Guru with the specialty you need. However, Business Marketing's Net Marketing is a site with an archive of the great information they have published on internet marketing and technical issues.


Friday, November 06, 1998 #2130
Dear Guru, Thanks for your service.What are the terms associated with online media and its defination(like CPM,CTR etc).What are the factors Media Planners consider when they plan for Online campaign.

The Media Guru Answers(Friday, November 06, 1998 ):
For terms visit the Guru's web glossary

Considerations:

Net or gross audience.

Costs

Cost per net or gross audience, cost per response, cost per sale, cost per dollar revenue.

Environment

These are mostly the same as a traditional media planners considerations, but measurements and terms are different


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"


Thursday, November 05, 1998 #2124
Dear Media Guru, You directed me to the Direct Marketing Association for additional research information. When I hot-link to that site I can not seem to find a way to access their research information? Do I have to become a member to do so? And if so, will I be able to access all of their information from the internet? I have the same question in regard to the Advertising Research Foundation site. Thanks......

The Media Guru Answers(Thursday, November 05, 1998 ):
The Guru often offers a hotlink merely as a way leading inquirers to more information about a suggested reosurce, even if actual studies are not on line. You may call the DMA's phone number to inquire further. The Guru is confident that the Direct Marketing Association (DMA) offers a lot of background information about Direct Marketing at no charge.

The Advertising Research Foundation is a membership organization. Access to its best-anywhere research library is a key member benefit.

However, a lot of the ARF's best material is published in conference procedings and in the Journal of Advertising Research. Copies of these with relevnt articles are available at nominal cost.


Thursday, November 05, 1998 #2123
Dear Guru, we work with a medical-device company. Our primary target audiences are physicians. We have been utilizing b-b pubs as our primary form of marketing communications but are looking for other means to communicate our messages. One consideration has been direct mail. I have been unable to locate any usable reseach that would indicate that direct mail is a successful means to communicate with physicians? Are there any research studies, that you are aware of, that would help to answer the question is direct mail effective when targeting a physician audience and if it is an effective means do standard frequecy rules apply? My current belief is that direct mail is not an effective means, for this audience, if the message content is image. Possibly something to consider if the message content is that of direct response. Thanks in advance....

The Media Guru Answers(Thursday, November 05, 1998 ):
The Direct Marketing Association (DMA) ought to have some infromation for you.

Other media to consider are physicians radio networks and video tape releases.


Tuesday, November 03, 1998 #2121
I have been asked to write a report on media planning and buying in the UK, such as what it involves, what the drivers are, and how it fits in within the advertising industry as a whole. What can you possibly recommend as some good sources to use in order to gain a good understanding of this sector of the industry?

The Media Guru Answers(Tuesday, November 03, 1998 ):
What you propose requires a great depth of understanding of a professional field. Reading a few issues of Campaign or some other trade publication won't be enough. Your best bet is to talk with some experienced U.K. media planners and buyers at a firm like Zenith Media or M&C Saatchi


Sunday, November 01, 1998 #2119
Is there any recent evidence that gender, age or income influence advertising recognition scores. Historically, has recognition been considered equavilent across these dimensions? Do the Starch or other "norms" data provide information on this topic?

The Media Guru Answers(Thursday, November 05, 1998 ):
Generally, the variables of the ad size and placement are the key issues in recognition scores.

But consult the Advertising Research Foundation library and visit the Starch site


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. .

Abstract:

    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]


Friday, October 23, 1998 #2111
Dear Guru, I am currently working as a media planner . I would like to graduate to media planning on the Net. How do I go about it ? Are there any specific schools offering courses that can help ? Thank You

The Media Guru Answers(Monday, October 26, 1998 ):
The Guru is not aware of any schools offering interent media planning courses on an a la carte basis.

In the Guru's opinion, internet planning is based on three elements

  • An understanding of media planning in general
  • An understanding of the differences in how some of the basics apply in the internet arena
  • Knowledge regarding types of sites, techniques and tools used in working with internet media

Perhaps you can add the missing elements by getting involved with interent work being done at your current agency. Perhaps you can find an online specialist agency looking to hire someone with your background (how else do you suppose internet planners get the first of the three elements?)

The Guru hardly considers this process to be graduating to internet planning. Specializing in one medium rather than working with all media is a narrowing of expertise.


Thursday, October 22, 1998 #2110
Dear Media Guru, Can you please tell me about media readership surveys for different countries? It would be great if apart from the normal numbers by demographics, cross tabs, other info like product-linkage, duplication across media/ vehicles etc. is also available. What more info has been atempted as an add-on with the readership surveys, anywhere in the world ? - Planner in dark

The Media Guru Answers(Friday, October 23, 1998 ):
As far back as the Guru can recall -- 30 years or so-- U.S. and Eurpoean readership studies have commonly included "other info like product-linkage, duplication across media/ vehicles etc."

See Simmons, MRI or U.K.'s TGI.


Wednesday, October 21, 1998 #2105
Dear Guru, Can you recommend good sources for learning more about banner media advertising. I'm looking for sources that explain the media concepts/terms related to web media buying (page views, CPC, CPM, impressions and that will educate on how to make the most of web banner campaigns. Please help!!! Thanks, Kathleen

The Media Guru Answers(Wednesday, October 21, 1998 ):
See the Guru's web glossary, AMIC's publisher's article, Pricing web Site Advertising; A Media Buyer's View

several of the Guru's friends' Think Pieces,

and check the books in the AMIC Bookstore (in association with Amazon.com) on the "internet" shelf.


Wednesday, October 21, 1998 #2104
Dear Guru: I'm a media planner with a media independent company. One of the most often requested assignment by my clients is media budget setting. I know there's gotta be either books or resources where I can look for budget setting model (eg., advertising:sales ratio; SOV:SOM; etc.) Could you please help me out on this topic? Thank you very much.

The Media Guru Answers(Friday, October 23, 1998 ):
The Guru's recommneded books for media planning are listed in the AMIC Bookstore (in association with Amazon.com). The Advertising Research Foundation library will offer articles on this topic.

In either case, you will find out how to apply these models and what kind of result you will get, but probably not much basis for choosing between them. This is usually a marketing decision, supplied to a plannner as direction. So if you merely need to determine a budget within one of these marketing allocation models, you're all set.


Monday, October 19, 1998 #2101
Dear Guru, What is the best internet sales book that would help me put together a strategy to create revenue within a niche site?

The Media Guru Answers(Monday, October 19, 1998 ):
Advertising on the internet (How to Get Your Message Across on the World Wide web)
and The internet Advertising Report are two relevant titles we feature in the AMIC Bookstore, operated in association with Amazon.com.


Thursday, October 15, 1998 #2099
How do you find out about the entry level creative jobs in advertising? I have tried classifieds but there is nothing. What are some good resources to find out about the industry? I have looked at every bookstore, newstand etc. for industry magazines like advertising age but no one sells tham and I can't afford to subscribe.

The Media Guru Answers(Friday, October 16, 1998 ):
The newspapers are a good source. The Sunday New York Times, for example, usually lists more entry level ad jobs than Ad Age and AdWeek combined. The leading newspapers of other major advertising centers like Chicago, Los Angeles, Atlanta, etc. will also have such ads. Not knowing where you live, the Guru also would point out that many larger libraries, even suburban ones, get Ad Age, AdWeek and the NY Times.


Thursday, October 15, 1998 #2098
I'm back again for advice and direction. I just read about a new advertising vehicle called "ad sticks". It's the bar that separates your groceries at the supermarket...and I think a great place to put an advertisers message that wants a specific geographic area and wants to reach women. The only problem is that the article didn't mention an outlet who handles this business. Do you know of any? Thanks.

The Media Guru Answers(Friday, October 16, 1998 ):
The Guru remembers seeing ads on these things years ago. He would guess that the advertisers (often cigarettes) had them made and distributed them to the supermarket chains. If someone is making a medium of these it is probably the people who do "shelf talkers" like LinPak or shelf couponers and shopping cart advertising, like ActMedia <(203) 845-6000> or the cash register couponing folks.


Wednesday, October 14, 1998 #2097
Where can I find information regarding channel switching by program type or daypart? In other words, are people more likely to surf at certain times of the day? Or between certain types of programming?

The Media Guru Answers(Thursday, October 15, 1998 ):
Nielsen has studied channel switching and published reports.


Wednesday, October 14, 1998 #2096
Dear Guru, Could you advise me any sources about memorization indices for different media (eg. outdoor, radio, daily newspapers etc.) Thanks in advance.

The Media Guru Answers(Thursday, October 15, 1998 ):
The Guru has not seen indices comparing recall (if that's what you mean) across media. If any exist, the Advertising Research Foundation library is most likely to have the data.


Wednesday, October 14, 1998 #2095
Dear Guru, Do you know special media models for autdoor advertising? Are there any difference of modelling diffrent media? What is the most appropriate model for calculating reach and frequency for the outdoor advertising. There are several models like Agostinis, Beta Binomial eg., what is the closest one to the outdoor models. Thank you.

The Media Guru Answers(Thursday, October 15, 1998 ):
Harris Donovan of Canada has an Outdoor Reach and Frequency system.

A media reach model is based on several observations of the actual reach achieved by real schedules and finding a "curve" that matches a regression analysis of the GRP vs frequency lines. Some of the models you mention are appropriate with small ratings like radio's or medium ratings like consumer magazines'.


Wednesday, October 14, 1998 #2094
Dear Guru! Could you explain the speciality of billboard advertising, focusing on the time length of the campaign. I suppose there is an optimal length of a campaign, and after that the reach is not growing (or just a little). In the European market we can find 1 week 2 week and 1 month long campaign too. Are there any available research on this topic? Thanks Tamas

The Media Guru Answers(Thursday, October 15, 1998 ):
In the U.S., an outdoor campaign is usually bought as a 25, 50 or 100 "showing". "Showing" means GRP's per day, based on camparing DEC (daily effective circulation) to the population universe.

A "50 showing" outdoor campaign will achieve 85% or better reach in one month, so obviously there cannot be much reach growth from there. A 25 showing isn't much lower and a 100 showing isn't much higher.

Campaigns usually run 3 or more months. The cost of production typically works against less than 30 day postings.

Even though outdoor delivers very high reach at low cpm, in the Guru's experience it is rarely employed just for this reach building, because it offers limited message length and detail.

Harris Donovan of Canada has an Outdoor Reach and Frequency system.


Tuesday, October 13, 1998 #2093
I am a novice at media planning. Recently I acquired a job as a media planner due to my overall advertising experience. I've been assigned a medical account with a focus on orthopedic surgeons and the media type is print. I've been instructed to base my analysis for publication recomendation on CPM. The number of orthopedic publications is limited but I feel there should be more to my analysis than CPM. Can you tell me what other types of analysis I can do and how to accomplish them?

The Media Guru Answers(Thursday, October 15, 1998 ):
If you have titles that are not purely for orthopedists, then you can compare their compostion -- the percentage of audience who are orthopedists. This indicates their focus on your target.

If you have the specialized physician audience studies, i.e. PERQ's FOCUS, you can compare audience duplication between titles and develop reach and frequency for various schedules of the publications you might use.

The same study might tell you which titles have more audience members who purchase what you are advertising.

An editorial analysis might show that some titles have more coverage of the category of the product or service which you are advertising.

An advertising analysis might show which books get more of your competitors' business.


Tuesday, October 13, 1998 #2092
dear guru, Where to find articles which show the ways to increase advertisement revenues to a site.

The Media Guru Answers(Tuesday, October 13, 1998 ):
One of the best sources for information about marketing a web site is Ad Age's Business Marketing's Net Marketing


Tuesday, October 13, 1998 #2091
dear guru, Thanks for your service.In a broader term,what is internet marketing?.What are the elements involved in it?.Does it include generating traffic as well as findiing avenues to generate advertisement revenue to a site?.pl clarify

The Media Guru Answers(Tuesday, October 13, 1998 ):
internet marketing may be defined from various perspectives. It could mean using the internet as a channel of marketing communications for a product or service, or it could mean marketing a web site. You seem to be thinking of the latter.

In this latter case, genrating traffic, ad revenues, order taking are all part of the marketing.


Monday, October 12, 1998 #2090
Dear Guru, We are intending to shift to Awareness led planning where we set media weights according to the Awareness benchmarks . I would like to know if there re any clear cut guidelines to foollow. Are there any experiences that can be shared .. Thank You

The Media Guru Answers(Monday, October 12, 1998 ):
The Guru's only sure guidelines are that ad awareness will never be greater than reach, and that awareness declines during any advertising hiatus.

Otherwise, the best resource for published research, as always, is the library of the Advertising Research Foundation.


Friday, October 09, 1998 #2086
Hi Can you give an insight on the latest analysis going on sales response function and its relationship with discrete frequency distribution?

The Media Guru Answers(Saturday, October 10, 1998 ):
Anything happening in this arena is most likely to appear first at an Advertising Research Foundation workshop or in the Advertising Research Foundation's Journal of Advertisng Research.


Wednesday, October 07, 1998 #2080
One more question please. Apart from internet advertising, I would also like some info on Convergence How far away is a scenario, in a country like America, where instead of television channels, you have programmes digitised and stored on servers and viewers accessing them, as and when they like, through the internet. Realistically speaking, by when can we expect infrastructure capable of such high speed data transfers to be in place. Is it too early for television companies to start planning for obsolesce due to the Net Anirvan shubha_420@hotmail.com

The Media Guru Answers(Wednesday, October 07, 1998 ):
It is still too early for television companies even to forsee obsolescence due to cable. The Guru sees convergence merely as a meatter of degree. If all entertainment is delivered over the internet, the broadcast networks will merely change from transmitters to large scale web servers.They will still be primarily content providers.

Will bandwidth for the net ever be greater than various broadcast means?

Will the net ever be the preferred means of delivery?

Will "convergence" merely mean that one appliance is the display facility for multiple sources of content?


Wednesday, October 07, 1998 #2079
I am very curious about internet advertising. I have the following questions to ask : Are there any studies that explore which variables determine effectiveness (defined as the ability to generate click-ons)in internet advertising ? Can you refer me to any case studies or examples of outstanding internet advertising ? Were I to plan for an internet-based campaign,can you provide me with a check list of issues to keep in mind?

The Media Guru Answers(Wednesday, October 07, 1998 ):
.


Wednesday, October 07, 1998 #2077
please provide with detailed information on the theory of STAS(short term Advertising strengths)

The Media Guru Answers(Wednesday, October 07, 1998 ):
In addition to numerous references in the Advertising Research Foundation's Journal of Advertising Research, JP Jones, the creator of STAS has updated the concept in a paper written for Telmar's 30th Anniversary.


Tuesday, October 06, 1998 #2075
I do the planning for a brand of milk food, meant for children's consumption. My Target Audience is young mothers. Could you please suggest an innovative ad. medium, leaving aside the regular TV, radio, print, outdoor etc? Nagarjun softcheries@hotmail.com

The Media Guru Answers(Tuesday, October 06, 1998 ):
Leaving all these aside doesn't leave room for much except the new electronic media (E.g. in the U.S., Parents' Magazine web site) or store / product related advertising.

It isn't clear from your query whether you product is a milk substitute, milk additive, or ?

You might consider "shelf talker" or other POP materials. Best of all, if feasible, you might even consider ads on milk cartons.


Tuesday, October 06, 1998 #2074
Dear Media Guru, Please refer me to articles on media models to arrive at optimum desirable frequency / OTS / # exposures. Thanks. softcheries@hotmail.com

The Media Guru Answers(Tuesday, October 06, 1998 ):
Try the Advertising Research Foundation library or Newsweek Media Research Index.


Tuesday, October 06, 1998 #2073
In media jargon, what does recency planning mean?

The Media Guru Answers(Tuesday, October 06, 1998 ):
Most simply, it's the idea that the message heard closest to the time of purchase decision is most effective. This leads to plans that optimize continuity instead of focusing on achieving a minimum level of GRP's or minimum effective reach for some affordable number of weeks.

The Guru has addressed recency often; try searching the term in the Guru Archives Search Engine.

Recency has also been a hot topic on our MediaPlanning and Award-papers e-mail discussions.


Tuesday, October 06, 1998 #2072
Can you reccomend media management software for mac users. Also, what is the best research source for print media?

The Media Guru Answers(Tuesday, October 06, 1998 ):
AMIC's sister company Telmar, the leader in media management software, offers a Mac version.

Simmons and MRI are each percieved as "best" by some researchers, depending on which techniques and categories of data they value most.

For some purposes, Mendelsohn Media Research (affluent readers) or other studies specific to computer buyers, car buyers, etc may be preferable.


Monday, October 05, 1998 #2071
I am trying to find statistics on time spent reading of Sunday newspapers vs. daily newspapers. Do you have access to that information, or suggest a place I might find it. I have searched through the NAA's website to no avail. Adam B. Colby Media Manager Publicis acolby@evansgroup.com

The Media Guru Answers(Tuesday, October 06, 1998 ):
The Guru would offer the comment that time spent reading a Sunday paper that is 5 or 10 times as large as an average daily paper isn't very useful without some index of time to number of pages. That said, the Guru's two most reliable resources for such information are the Advertising Research Foundation library and Newsweek Media Research Index.


Sunday, October 04, 1998 #2070
My client is a large medical-surgical products manufacturer. Their audience is nurses and sometimes physicians. Their budgets are small, they advertise several products with separate b-to-b campaigns. They are urging me to recommend online instead of or in addition to business print. This does not seem effective to me given their small budgets. Do you have any info on how I could recommend an effective online ad effort instead of using print?

The Media Guru Answers(Sunday, October 04, 1998 ):
Is the goal of adding on-line to add reach or to reduce costs?

In either case, the first step is to identify media which draw an audience of "nurses and sometimes physicians."

Then, the efficiency in audience impressions per dollar can be evaluated as can the total audience which is reachable.

Your first step may well be to locate the websites of the print media you use (and if you find these, they may offer free on-line ads as merchandising for your print schedule). Other possiblities are the sites of non-competitive advertisers who share your target.

Once you have explored these possibilities, you can decide whether you can make an effective recommendation or can support a decision against on-line.


Sunday, October 04, 1998 #2069
Dear Media Guru, I have recently got an exciting job offer in Media Planning/buying from Mccann Erickson in Romania. Despite my best efforts i have not been able to get any information about the advertising industry, basic salary offered, ranking of agencies etc. Could you let me know of any site or get this information ? Many thanks Amrish

The Media Guru Answers(Sunday, October 04, 1998 ):
For the U.S. and Worldwide, Ad Age and possibly some other trade media publish the information annually. The Guru has never encountered such information specific to Romania. ESOMAR , the European Survey, Opinion and Market Research Organization might have a resource for you.


Wednesday, September 30, 1998 #2067
Dear Guru, Are you familiar with any studies that explore when creative "wear-out" occurs for online banner ads? I have read that frequently changing creative will help the click-through rate, but what defines "frequently"? Every week? Thanks!

The Media Guru Answers(Friday, October 02, 1998 ):
There have been some studies.

C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) probably has the best compilation of research on these issues.

You will also find some in the archives of the NY Times Online or AdAge's Business Marketing.

It seems to be acccepted that after three exposures, banners no longer attract clicks. "Frequently," therefore, is based on when you believe X portion of your target has been exposed three or more times to the banner.


Wednesday, September 30, 1998 #2066
We are looking for research which addresses the issue of commercial placements in-program vs station breaks. We know generally there is higher attentiveness associated with in-program placement but at what price? In other words, if there is a premium associated with specifically buying in-program vs breaks does that premium offset any attentiveness advantages? Also, the same question re: buying "quality" programming vs a standard ROS buy. I realize "quality" is a highly subjective term so within this context perhaps it's nothing more than specififying specific programs vs. the ros approach. erhaps it's nothing more than merely a perceived value.

The Media Guru Answers(Friday, October 02, 1998 ):
Historical research is best found at the library of Advertising Research Foundation or Newsweek Media Research Index


Wednesday, September 30, 1998 #2064
Dear Guru, in our country there are many agencies that buy raw data of television audiences and use it in their software, that have different methods for coverage and ots calculation from the ones that are generally used in the remaining agencies in the marktet, putting themselves in a priviligiate situation in newbusiness. In you country do you have a commitee that analyses this calculations, or what are the rules applied?

The Media Guru Answers(Wednesday, September 30, 1998 ):
It is considered good business in the U.S. to develop proprietary data applications and thereby become "smarter" than the competition.

When an agency does this, it then has the burden of convincing prospective clents that the application is valid.

In the U.S. there are committees of the American Association of Advertising Agencies, Association of National Advertisers and Advertising Research Foundation that examine publicly available data analysis systems.


Wednesday, September 30, 1998 #2060
Do you knowof any sites where i can find articles on Recency Planning ? Would you be able to provide me with Mr. Erwin Ephron's E-Mail address and/or FAX number ? I have tried searching the web but have not succeeded so far... Thanks Rahul Thappa Account Planning Indian Express Newspapers, Bombay accountplanning-bmy@express2.indexp.co.in

The Media Guru Answers(Wednesday, September 30, 1998 ):
There has been considerable and heated recent discussion of recency on AMIC's mediaplanning e-mail discussion list. Telmar's Awards Papers discussion list, created to discuss the papers presented by Erwin, J.P. Jones and Erik Duplessis at the Telmar 30th Anniversary celebration has also discussed recency.

Both of these forums' archives and subscription links are accesible from our Ad Talk and Chats page.

The Guru does not reveal personal contact information for associates. He can tell you that Erwin's company is Ephron Papazian Ephron, in NY City.


Tuesday, September 29, 1998 #2059
I'm back again for guidance. What is your advice regarding print advertising for an auto dealer. I know it's imperative to have a presence in newspaper, but what can we do to set our client apart amongst all the clutter? Also, is there a trend in lessening amount of print and putting money in web or cable?

The Media Guru Answers(Tuesday, September 29, 1998 ):
Within newspaper, there are two options:
  • Sections which have car advertising

    and

  • sections which do not have car advertising

The Guru feels that newspaper car advertising is mostly retail oriented and therefore prospects "shop" the car ads. In this scenario, it is best to be where the car ads are. If the ad is aimed at brand image building, other positioning may be appropriate, but you are interested in dealer ads. The Guru has seen such ads made to stand out in creative ways. Many years ago, at a presentation by the old Newspaper Advertising Bureau, the Guru was quite impressed by how a small space car dealer ad seemed to jump off the page merely by using a lot of white space. Most other dealer ads where full of junky-looking star bursts and balloons plus reverse type.

Depending on your time frame, of course newspaper money would be seen to have moved to cable. The move to the web will probably happen more slowly, due to the web sites' lower reach in any local area.

Why not see what help the The Newspaper Advertising Association can offer today?


Monday, September 28, 1998 #2058
Hi Guru, we 'meet' again. What is the best choice of media to be used while advertising for a major shopping mall? Are there any case studies or previous campaigns I can refer to?. Thanks for your replies Guru.

The Media Guru Answers(Monday, September 28, 1998 ):
"Best media" is always relative to the marketing goals. You will probably want to focus on media which closely cover the trading circle of your mall.

Newpapers, radio and out-of-home are the ones most often thought of on a smaller local basis.

Your target and whether you are doing image advertising or promoting a sales event will also be a factor.

AMIC is about to establish a library of model media plans including the retail category, but it isn't there yet.


Monday, September 28, 1998 #2057
Hi Guru, What are the top 5 Newspapers and Magazines (All languages) that I can use to advertise in South Korea?

The Media Guru Answers(Monday, September 28, 1998 ):
Refer to International Media Guide


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


Thursday, September 24, 1998 #2053
First of all, thank you...I enjoy and use your site often. Question...We are looking for innovative ways to reach a local market for the purposes of branding and image for a client. Someone asked if cash machines in convenience stores and other locations accept advertising. I didn't know but said I could ask the guru. Thanks

The Media Guru Answers(Thursday, September 24, 1998 ):
The Guru is not familiar with specific ATM advertising programs. With so many non-bank ATMs around there may be a company prepared to offer advertising positions.

The Guru's first thought is coupons or ads on the back of the ATM receipt. Why not contact one of the cash register tape couponing companies, such as Seven Oaks

A Guru fan has suggested "Barry Caylor at EFT Promotions, 800-981-0404". The Guru himself is not familiar with this company .


Tuesday, September 22, 1998 #2052
I am working on a national cable buy. First question, please explain VPH. I have been asked to provide the following information: -How many households will my schedule reach and how many times. Of course, I have to have all this information by tomorrow at noon. I have selected my networks and have asked for proposals from each network. The networks inform me that it will take several days to pull a reach and frequency. So my question to you is, can I take the HH's thousands and add them? It this the right way to approach this project. How will I calulate for a frequency. I can give the client the total number of spots, but is there a way to calculate frequency? Please Help? Thanks.

The Media Guru Answers(Tuesday, September 22, 1998 ):
VPH is "viewers per Household" and is used as a simple way to express persons audience in relation to housholds. In other words, if a network has a measured average quarter hour (aqh) audience of 1000 Households and a measured aqh among women 18-49 of 550, then its VPH for women 18-49 would be .55

Estimates of reach are based on modeling from actual past schedules and are typically calculated with computers. These calculations take only minutes, but you are probably facing a backlog in your vendors' research departments or, typically, a turnaround time policy which can be overriden if you apply the right charm or pressure to your sales reps.

Because these models reflect varying audience duplication between one spot and the next and between one network and another, adding household impression would be wrong. Such a calculation would produce "gross impressions" which is much greater than reach.

Frequency is calculated by dividing reach into gross impressions (or percent reach into gross rating points), so you need reach to calculate frequency.

If you have any media planning software at all, such as Telmar's AdPlus or Maestro, you would find that these system usually have a general calculator of cable reach built in.


Friday, September 18, 1998 #2050
Dear Guru, I am curious if you know of a website that is a good resource for finding case studies (maybe old media plans)? I checked the Newsweek site and had little success. I am interested to find information on targeting computer retailers.

The Media Guru Answers(Wednesday, September 23, 1998 ):
Other than the Newsweek Media Research Index site, the Guru relies on the library of the Advertising Research Foundation. AMIC itself is planning to add a library of model plans in the near future.


Wednesday, September 16, 1998 #2045
what is persuasion rating points?

The Media Guru Answers(Wednesday, September 16, 1998 ):
Persuasion rating point is not a standard term. It would seem to imply an adjusted rating point based on testing of the effectiveness of specific media in specific situations. For example, the Roslow Study, for Univision, summarized in the Abbott Wool's Market Segment Resource Locator area of AMIC, measured effectiveness of English language advertising among Hispanics, using persuasion as one of three metrics.

Based on theis study and other data, many advertisers use an effectiveness adjustment when planning Spanish language media.

E.g: If I (the advertiser) want to have 100 GRP per week among my Hispanic target, before buying Spanish media, I wish to account for the fact that Hispanics watch some of the English language media in which I advertise. From Nielsen's NHTI I can see that for every 100 general market media rating points I buy in English language media, I get (for example) 60 Hispanic rating points.

But I know from the aforementioned studies that the GRPs Hispanics receive in English are less persuasive that GRPs of Spanish media. So I apply an effectiveness adjustment to calculate effective Hispanic rating points to which I might refers as "persuasion rating points".

Now the 60 GRPs among Hispanics might become only 33 persuasion rating points. So instead of buying only 40 Spanish language media rating points (100 Goal minus 60 delivered), I should buy 67 (100 Goal minus 33 delivered), to have an effective (persuasive) media plan.


Tuesday, September 15, 1998 #2044
Where can I get hispanic population data by market and county?

The Media Guru Answers(Tuesday, September 15, 1998 ):
The U.S Census site has this data, if you mean "metro" for market. County level data may be only for 1990, not updated. Updated projections at D.M.A. and counrty level are in books available from Nielsen or Strategy Research


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.


Sunday, September 13, 1998 #2041
We're about to take our science-fiction website commercial with it's own domain. We have started having inquiries about advertising and sponsorship of different sections. My question is how do I know what a fair price would be to charge for these? Right now we average 8,000 hits per month with little advertising. Once we launch the new domain, we are also launching an aggressive ad campaign so expect that number to multiply rapidly. Our plans for our site can be viewed at www.ao.net/~tachycon/scifispace.html. We plan to launch the end of Sept. Thanks for the help.

The Media Guru Answers(Wednesday, September 16, 1998 ):
The Guru trusts that you mean 8000 "page views" and not literally 8000 hits, which are server log entries and may overstate pages (impressions) by a factor of 10 or more.

Cost per thousand impressions on the web can run from $5.00 to $ 75.00 depending on how targeted the audience is. The lowest cpms are ususally found on the biggest audience. least targeted sites, such as the major search engines. The higher prices will be on very targeted business-to-business site.

This would price your advertising at $40 to $600 per month with 8000 page loads. You would most likely not be valued - for targetting - at better than $30 cpm, and at 8000 impressions, not be very interesting to most major advertisers. On the other hand, the sort of vendor who would attend your conventions might be quite interested.


Thursday, September 10, 1998 #2039
Dear Guru...I would like to get information on placing products on game shows for prizes. Is there one place to go or does each show have a person who gets their prizes lined up? Thanks for your help!

The Media Guru Answers(Thursday, September 10, 1998 ):
There are three or more firms specialized in placing products as prizes as well as in movies and prime time programs.Purely for game shows, contact Game-Show Placements. Also try Showcase Placements or Hollywood International Placements


Wednesday, September 09, 1998 #2037
I am looking for a method of calculating reach and frequency for national syndication radio vignettes. A. Does the amount of time of the vignette matter ie, 90seconds, 120seconds etc. B. Is there a method of adding multiple radio station figures together and averaging out these calculations accurately. C. Is there an inexpensive source for this information on a national level.

The Media Guru Answers(Wednesday, September 09, 1998 ):
A) Length doesn't matter in reach and frequency (unless you are dealing with a commercial long enough to experience audience turn-over during its air time).

B) In syndication, usually stations are exclusive with a given geography, so the audiences are additive nationally, or may be mean-averaged across markets.

C) Arbitron and RADAR provide such data. "Inexpensive" is a matter of opinion.


Wednesday, September 09, 1998 #2036
I need to know the various optimiser packages that are available in the industry and where can I access information regarding them.

The Media Guru Answers(Wednesday, September 09, 1998 ):
One of the best is the one offered by AMIC'c sister company, Telmar. Others have been extensively discussed in trade media such as Ad Age and MediaWeek.


Wednesday, September 09, 1998 #2035
Hi! We are at that stage where the Diary system is being scrapped to be replaced with Peoplemeter. I need to know a)International experiences in different countries when peoplemeter was introduced in terms of fall/increase in ratings, non prime time vs. prime time choices etc. etc. b)how to set reach and frequency objectives post the transition. Thanx.

The Media Guru Answers(Wednesday, September 09, 1998 ):
a) The Advertising Research Foundation and ESOMAR , the European Survey, Opinion and Market Research organization libraries will have several articles about these conversions.

b) The transition itself should not affect your objectives. If "X" reach and "Y" frequency were right before, then they still are, even though the schedule which produces them may be different. But, if you have calibrated r&f against actual sales in the past, then you merely need to analyze those old schedules against the cumes of the new system.


Wednesday, September 09, 1998 #2034
is e-commerce likely to be a significantly more important determinant of profitability of a site than advertising? in other words, will internet better serve those who have something to sell directly online than those who wish to use the net to promote goods and services sold through conventional channels?

The Media Guru Answers(Wednesday, September 09, 1998 ):
Some of the best known e-commerce sites are said to lose money, or did for a long time: Amazon, CD-Now, etc.

Other's which make money from advertising alone, such as search engines, are often profitable.

So:

  • It depends,

    or

  • Traffic can be more profitable than merchandise if you have a lot of the former and can't price the latter profitably


Wednesday, September 09, 1998 #2033
what is the projected total advertising revenue for internet sites in each of the next 3 fiscal years? which sites are currently profitable? which sites generate the most revenue? who are the major advertisers on internet?

The Media Guru Answers(Wednesday, September 09, 1998 ):
These questions are regularly addressed by Ad Age and Ad Age's Business Marketing.


Wednesday, September 09, 1998 #2032
where can I find a media plan example?

The Media Guru Answers(Wednesday, September 09, 1998 ):
Try the Media Guru's "Parts of a Media Plan". Though not an actual plan, it is a detailed description of a plan's contents.

If the idea is to see how a plan is documented at an Ad Agency, your best bet would be to find a friend in a media department.

Otherwise, you can look up trade magazine archives of media planning contests or analyses, but these are likely to be topline summaries at best.


Tuesday, September 08, 1998 #2031
Dear Guru, I'm new in the Advertising field. I would like to know how to calculate the Target Market Reach1+, Reach2+, abd the Average Frequency. TIA. -- SKY

The Media Guru Answers(Wednesday, September 09, 1998 ):
The answer depends upon what data you are starting with. At its most simple, "1+" reach is the same as just saying "reach". If you know the GRPs, and the reach, then the average frequency is calculated by dividing reach into GRPs.

At bottom however, in each medium, TV, radio, print, etc. reach was actually measured at some point, rather than calculated . That is, using respondent level measurement, such as Nielsen or MRI or Simmons, actual schedules advertiser were evaluated for gross audience accumulated and the net reach accumulated, as well as how many people saw exactly one advertisement in the schedule, how many saw 2, how many saw three, and so on. As the Guru stated above, reach is defined as those who saw one or more (1+) advertisements. 2+ or 3+, etc, is determined by adding those exposed to each discreet number of ads.

Taking the results of many of these schedules as a scatter graph, a classic reach curve may be plotted. Or, by arraying GRPs and frequencies in a table, a formula equivalent to the curve can be determined statistically. This formula then becomes a "model" for calculating reaches of other schedules in similar media. Formulae for 2+, 3+ frequencies can also be calculated. There are no simple formulas for doing this. "Beta Bimodal" is one statistical function frquently used. These functions and models are usually built into large computer media planning systems like Telmar's.


Friday, September 04, 1998 #2029
What is the average response rate to national cable tv advertising (with a direct response mechanism).

The Media Guru Answers(Saturday, September 05, 1998 ):
The Direct Marketing Association (DMA) may have some data for you. The Guru believes that averages in such matters are probably fairly meaningless, as each pitch and each product are unique.


Friday, September 04, 1998 #2027
Dear Guru, When prospecting a new client, is there a resource that can do the following: -Give me a list of the company's past three years of media placement (e.g. what magazines, how often, size, etc) -Do the same for this company's competitors? Thanks for your help!

The Media Guru Answers(Friday, September 04, 1998 ):
CMR (Competitive Media Reports) provides this information.


Thursday, September 03, 1998 #2026
Both we and our client agree to the recency theory. The problem is that given the retraints of the budget, we are only able to schedule "weekly" advertising for about half the schedule while still achieving minimal weekly TRP threshold levels. Right now we are wrestling with the dilemma of how to schedule these weeks for the first half of the year while still following the principals of the recency theory: (1)12 weeks straight through then a 14-week hiatus (2)6 weeks on, 14 weeks off, 6 weeks on or (3)an alternating schedule of 4 weeks on and 4 weeks off, etc. throughout the period. Do you have any theory on what might be the best approach to maximize return?

The Media Guru Answers(Thursday, September 03, 1998 ):
Thinking about a "threshold level" of GRP's is instinctive, but at odds with the essence of recency theory. Review other Guru answers below about recency. Please also see a very interesting discussion of recency on our MediaPlanning e-mail list. The list archives are at Ad Talk and Chats . Why not subscribe to the list and bring your question there as well?


Tuesday, September 01, 1998 #2023
Hi! I'm not sure if your the right person to ask, but I'm looking for a study which breaks out salaries by job titles in advertising agencies. DO you know if any exist? Thanks for your help.

The Media Guru Answers(Tuesday, September 01, 1998 ):
Ad Age and other advertising trade magazines do this study annually.


Monday, August 31, 1998 #2021
Is this forum appropriate for discussing advantages and problems of different metering techniques, specifically concerning metering the new digital television (satellite/cable/terrestrial) signals,or is any other similar forum more appropriate for this specific task? Pardon me, I just subscribed, but I couldn't find any such discussion in the archives. Am I in the wrong forum?

The Media Guru Answers(Monday, August 31, 1998 ):
This is not a "forum for discussion," it is merely the place where only the Guru posts answers to submitted questions. Nor are there subscriptions. Any registered AMIC user can post questions and read the answers here.

AMIC does offer discussion forums which are listed on the Ad Talk and Chats page. MediaPlanning is the one where media research issues are discussed. 2- Specifically with regard to your question, it is important to consider that meters do not monitor program sources; they monitor TV tuners. When a meter is installed, the research company logs the programming which will come though on each channel and then can convert tuning to program audience.


Monday, August 31, 1998 #2020
Dear Guru, what can you tell me about people meter usage on children? Thanks

The Media Guru Answers(Wednesday, September 02, 1998 ):
The Nielsen People Meter reports children's audience for kids 2 years old or more. Nielsen can provide extensive data on test of children's response and parental response on behalf of children.


Monday, August 31, 1998 #2019
Dear Guru, can you please give me some guidelines about the following subject: Children and television (meaning theory and measuring audiencies). Thanks

The Media Guru Answers(Wednesday, September 02, 1998 ):
Nielsen will have several documents available. There have been conferences on the topic held by the Advertising Research Foundation. The ARF's library will have several relevant articles as well as the conference procedings.


Saturday, August 29, 1998 #2018
CPM's for various mediums

The Media Guru Answers(Wednesday, September 02, 1998 ):
There are many sources for such comparisons. Visit AMIC's Rates, Dates and Data


Saturday, August 29, 1998 #2017
Dear Guru Can you recommend a few recent books on the fundamentals of media planning? Thanks

The Media Guru Answers(Saturday, August 29, 1998 ):
Please visit the Guru's Media Planning shelf at the AMIC Bookstore.

There are several recommended books of the type you need.


Friday, August 28, 1998 #2016
Hello! Can You give me some good information i must know when i want to sell advertising in newspaper's internet edition. Is it different from other internet media or it is same? Which are highligts advertising in internet newspaper?

The Media Guru Answers(Monday, August 31, 1998 ):
The appeal of internet advertising is in its audience:
  • how many?

    and

  • what kind?

"How many" works pretty much the same for all sites, whether the number is great or small. "What kind" differs depending on content. If your site is measured by one of the user-centric services, you will have a good idea of what kind of audience you will get. If not, you will need to estimate who you get based on your content. One newspaper site probably gets the same kind of people as the next.

Also some advertisers will be interested in the "newsy" environment of a newspaper site and others will care most about the inherent geographic focus of a site connected to a particular city's newspaper.


Wednesday, August 26, 1998 #2015
I've been asked to apply "impact factors" to my media schedules. These factors might include weighting TV as higher on the impact scale than radio. Or factoring the impact of a spread versus a single page. Or the impact of a :60 on TV vs. a :30. Has anything been published in the area of media impact factors?

The Media Guru Answers(Monday, August 31, 1998 ):
Quite a lot has been published on the topic. Comparisons between TV dayparts often are based on attentiveness scores from resources like Simmons. In magazine page/coloration units, Starch scores are typically used. Between different media a lot of judgment comes in, unless the advertiser has done extensive testing, on its own.

The two great media research collections, the library of the Advertising Research Foundation and the Newsweek Media Research Index will be the best source of published work on the topic.


Tuesday, August 25, 1998 #2013
What are the limitations of John Phillip Jones' STAS theory ?

The Media Guru Answers(Tuesday, August 25, 1998 ):
This question is impossibly broad, as stated. Limitations in what context? However, you will find some discussion in AMIC's Telmar 30th Anniversary area in the Awards Papers section, where Jones himself discusses whether STAS works only with TV.


Thursday, August 20, 1998 #2004
Dear Guru, Would like to know the sources to get the publication listings for Hong Kong market?

The Media Guru Answers(Thursday, August 20, 1998 ):
Visit International Media Guides


Wednesday, August 19, 1998 #2003
Do you know of any company that tracks television ad placements by company or product? (i.e. ABC Company placed a certain 30 second spot 42 times in the month of May.) I'm especially looking for national network data, but local would also be OK.

The Media Guru Answers(Wednesday, August 19, 1998 ):
Video Monitoring Services does this sort of tracking.

CMR (Competitive Media Reports), another VNU company, does similar tracking, but does not specifically distinguish different copy for the same product, focusing instead on spending.


Monday, August 17, 1998 #2000
Dear Guru, I am investigating the use of online advertising for my client. Can you direct me to some published research or, perhaps, an online planning tool that will identify which sites would be best to communicate with information systems/information technologies personel (you know, computer "techy's"). There is so much out there on the www that I need some sort of vehichle to narrow the scope. Thanks-

The Media Guru Answers(Thursday, August 20, 1998 ):
MarketMatch Planner may be the most complete tool for your purposes.

You can also get information through the major, multi-site ad reps like DoubleClick or WWwebrep


Monday, August 17, 1998 #1999
I'm looking for return on a web site investments data, statistics and any related topics.

The Media Guru Answers(Thursday, August 20, 1998 ):
[none]


Thursday, August 13, 1998 #1997
I am looking for an advertising media management course that can be completed by correspondence. I am based in Australia. I would appreciate any information you may have. Thank you.

The Media Guru Answers(Thursday, August 13, 1998 ):
First, the Guru would recommend that you study this with a university in the country where you intend to work, whether it's Australia or elsewhere.

Having decided on the country, visit university web sites to determine if correspondence courses are available. The Guru is not aware of any.


Friday, August 07, 1998 #1994
what is recency planning?

The Media Guru Answers(Friday, August 07, 1998 ):
The Guru has discussed Recency many times.
  • Go to the Guru Archives and use the search engine there to find past Guru answers about Recency
  • or
  • Go to the Ad Talk and Chats area and search the archives of the Award Papers discussion, much of which has been about Recency planning.


Thursday, August 06, 1998 #1993
What are the reasons for making a media investment in a Sunday daily newspaper? Is there any current research available to justify purchasing a Sunday daily vs. other days of the week?

The Media Guru Answers(Saturday, August 08, 1998 ):
The Guru sees three key differences for the Sunday paper.
  • Different, usually larger circulation, plus the other side, more zoned editions available
  • Possibly different demographics
  • Different editorial content, such as special, Sunday-only sections which may offer better environmental opportunities
  • and a different sort of advertising mix, including inserts which may mean readers "shop" the Sunday paper more than other days'

For the best possible discussion of the topic, try AMIC's MediaPlanning discussion list, by sending the message

SUBSCRIBE MEDIAPLANNING to

listserv@amic.com or

the The Newspaper Advertising Association's Newspaper Research Discussion list by sending the message

subscribe newspaper-research to

majordomo@infi.net.


Tuesday, August 04, 1998 #1991
Dear Guru! What could you say about STAS ( Short Term Ad Strength)model usage in media planning istead of effective frequency approach.How could you estimate STAS advantages, limitations and forecast its delevopment in the future for the different countries. Thanks. TE. 1)

The Media Guru Answers(Tuesday, August 04, 1998 ):
For the latest on STAS, see the Telmar Awards Paper by J.P. Jones, creator of STAS. Other articles explaining STAS have been published in the Journal of Advertising Research from the Advertising Research Foundation.


Monday, August 03, 1998 #1989
Is there a televison network where I can reach single people.

The Media Guru Answers(Tuesday, August 04, 1998 ):
Nielsen doesn't report marital status. Simmons and MRI do. Off hand, the Guru would expect a network with a young adult skew like MTV to have a high proportion of single viewers.

If you can't get access to Simmons or MRI, but are a potential buyer of MTV, they would probably be happy to provide you with a singles compostion analysis of various networks and programs.


Monday, August 03, 1998 #1987
Dear Guru, I am new to media planning and have been asked to predict the major changes for media planners over the next five years. can you give me any starters? Thanks in advance

The Media Guru Answers(Monday, August 03, 1998 ):
Since this must be a training exercise for new planners, isn't asking the Guru cheating? But since this sort of exercise is silly anyway, the Guru will go along; after all nobody would have predicted the media planners' involvement in on-line, five years ago.

Come to think of it, on-line may have been the only major change of the past five years.

For example,the incremental importance of cable and the slow decline of broadcast ratings is not a major change for planners. They face the same questions, but the answers have changed somewhat.

The new millennium, whether one considers the "popular" start date of January 1, 2000, or the actual date of 1/1/2001 will, no doubt, be a time to look for new approaches and focus more on the future. Marketers will finally recognize that the various major ethnic markets: Hispanics -- newly the largest ethnic group -- plus African American, Asian American and smaller minorities will encompass most Americans in the first decade of the new century. This will mean planners must pay far more attention to assessing the importance of and covering these market segments.

Also in the next five years the Guru sees the debate between advocates of "Recency" plannning and those backing "effective reach" being settled. Categories of marketing or rules on which to base application of one or the other will be clearly defined and two distinct styles of planning will emerge.

Finally, coming back to online, the internet's amazing growth will max out. No more than 50% of the population is likely to be on-line. The internet universe and internet ratings, on a U.S. basis, will be readily available, so that on-line media will become just another element of media plans. Specialist agencies will fold into general agencies and internet media will have no more mystique than out-of-home.


Saturday, August 01, 1998 #1985
i want to lnow about the sites where i can look for job opportuniities about advertising

The Media Guru Answers(Saturday, August 01, 1998 ):
Select the "Ad Jobs" link on the AMIC home page


Saturday, August 01, 1998 #1984
i want to know about the places where profesional tranning of advertising software & hardware are given

The Media Guru Answers(Saturday, August 01, 1998 ):
Advertisng software runs on standard Mac and Windows or minicomputer / mainframe hardware. Software training is provided by the sotware licensing companies, like Telmar, to the staff of the agencies and media which use the software.


Saturday, August 01, 1998 #1982
well i want to know about proffesional advertising hardware & software

The Media Guru Answers(Saturday, August 01, 1998 ):
Telmar, AMIC's sister company, is the world's leading provider of advertising media and management software.


Friday, July 31, 1998 #1981
Is there a formula that would indicate increases in effectiveness if a direct mail campaign is supported by other media? Example: TV and radio campaign to increase awareness of a product followed by a targeted mailing with a call to action. Thanks, Guru

The Media Guru Answers(Friday, July 31, 1998 ):
The Direct Marketing Association (DMA) would be the best source for such information.


Thursday, July 30, 1998 #1980
Do you know of sellers of on-door advertising? I have a contact in the Chicago area but have not located other sellers outside that market (except Advo, only in limited areas of Boston and Philadelphia, not really their thing). Any opinions on the pros/cons of this method? Thanks.

The Media Guru Answers(Thursday, July 30, 1998 ):
The Guru usually thinks first of ADVO in this category. The other companies which come to mind are ethnic specialists.

You might try a leading door hanger bag maker like PPC who would know companies distributing by this method.


Thursday, July 30, 1998 #1979
I need to plan and buy newspapers in all markets of the U.S. (30 to 40 at a time) to drive traffic to various events. Locations change often and targeting by zip is important (e.g., people won't drive more than an hour usually). I have MapInfo Pro for planning direct mail and would like to add a database of newspaper circualation data so I can identify the most appropriate NPP for each buy (major dailies and local/community papers). I'd like circulation penetration by zip so I can determine coverage for each paper. Do you know of a database of newspaper circulation with that level of detail? Thanks for your help.

The Media Guru Answers(Thursday, July 30, 1998 ):
The Newspaper Advertising Association's National Newspaper Network division is set up for just the sort of analysis you need.


Wednesday, July 29, 1998 #1978
If I'd like to compare cost-efficiency of certain radiostation and certain TV station, would it be correct to apply some coefficient for radio GRP's (like 0,3 radio grp's vs 1 TV's)? Is there any reliable research findings concerning the question of comparable value of, say, the same kind of units but for different media? Thankful for your answer, Elena, Moscow

The Media Guru Answers(Wednesday, July 29, 1998 ):
Cost efficiency is typically used to compare media while intentionally ignoring "qualitative" differences. Of course, planners like to assign values to represent the differing value of communication power or whatever.

What is your measurement standard in a media plan? Reach, effective reach, sales per grp?

It is quite unlikely that a TV grp has 3 times as much of anything - recall / sales motivation / etc. And one must keep in mind that GRPs have their effects as part of schedules, not one at a time. Even if one radio announcement was 30% as strong on some basis as one tv annoouncement, the accumulation of effect over the course of a schedule would become much less, especially if radio's lower cost per GRP allowed a bigger schedule for the same money, which is why efficiency is compared in the first place.

Short answer - develop comparisons of efficiency and effectiveness separately. Then use effectiveness as an index on efficiency if you must.

ESOMAR , the European Survey, Opinion and Market Research organization or the Advertising Research Foundation may have studies on the relative effectiveness question.


Tuesday, July 28, 1998 #1977
My question concerns recency planning and how it may or may not be best applied to different business categories. The research and planning models that I have come across regarding recency typically focuses on packaged goods type products. I cannot recall any examples of recency being applied in a retail or QSR planning environment. Do you feel that recency holds any value as a planning approach for a retail and/or QSR account where scheduling typically emphasizes short term flighted promotional windows with a high to low cascading of broadcast weight?

The Media Guru Answers(Wednesday, July 29, 1998 ):
Recency is most particularly relevant for packages goods which have regular, short purchase cycles.

(When an advertiser relies on promotions, the Guru always looks to see whether the advertising is supporting the brand/product or just the promotion).

The best discussion the Guru has seen about applications and exceptions for recency theory occurs in AMIC's Awards Papers e-mail discussion group. Particpants include "Mr. Recency," Irwin Ephron, as well as John Philip Jones, Eric DuPlessis, AMIC Publisher Abbott Wool. The archive of the AwardPapers discussion is at Ad Talk/ Chat .

Click here to subscribe to AwardsPapers


Friday, July 24, 1998 #1973
I need help! I need to know the forumla (or formulas) for figuring the reach and frequency on a television schedule. I need it to be demo / and have the following information: universe, impressions and grps. What else do I need and what is the magic FORUMLA! At this point we are using the cumulative impressions into the universe to figure the reach - but could that be right? I don't think so - but the reach is what I need to figure (already have grp and freq is easy if I have reach!). Please help - and thanks tons.

The Media Guru Answers(Friday, July 24, 1998 ):
When you divide the accumulated impressions by the universe, your result is GRPs. There is no simple reach formula unless you already know GRPs and frequency. There are various very complicated algorithms for calculating reach for a given average rating size, known average duplication between programs used, etc. "Beta Bimodal" is one of the best known.

But today, Reach calculations are done by computer, using models built from Nielsen's actual measurements of net audience reach from meter-measured schedules.

Telmar, AMIC's sister company, is the leading provider of software for such analyses.

Before computers were commonplace, media planners had tables which gave reach for various GRP levels depending on demos, dayparts and duplication. These, too, were based on average Nielsen audience accumulation reports.


Friday, July 24, 1998 #1972
As an agency, we believe that we have made a smart and cost-effective media buy for 1998. We would like to show our client how smart the buy is in what really matters to them: dollars. Our media buy was not made to copy another so we have no base of comparison. As "an account guy" I don't have the total media knowledge of how to show savings. I have suggested building a model that shows a client that would make a buy within the market paying "average CPPs." With these average CPPs we could turn around and compare the CPPs we paid per daypart and show a savings. Is there a better way, in your mind, to show dollar or percentage savings?

The Media Guru Answers(Friday, July 24, 1998 ):
SQAD is the leading purveyor of market average CPPs for General market TV and Radio, Hispanic and other broadcast elements. Recent, sample SQAD costs are available in AMIC's Rates, Dates and Data area.


Thursday, July 23, 1998 #1971
I have a client who is in the movie and home video sales and rental business. We are looking to gain a more comprehensive understanding of these two industies from the audience/consumer's perspective not the trade. I am aware of sources to get historical Box Office data (MPAA, Exhibitor Relations) and video sales and rental data (VSDA, Vidtrac). I also have access to Simmons data. Do yo know of other sources of research that would provide information or trend data for regarding audience behavior, demographics, psychographics for either or both of these industries? Thanks in advance.

The Media Guru Answers(Thursday, July 23, 1998 ):
MRI is comparable to Simmons.

Industry magazines, like Hachette's Video or TWICE (This Week in Consumer Electronics) may have their own research to offer.


Thursday, July 23, 1998 #1970
I'm looking for a statistic that demonstrates the increase in ad recall for 2c newspaper ads versus b&w newspaper ads. Can you help?

The Media Guru Answers(Thursday, July 23, 1998 ):
Three possible resources:

Advertising Research Foundation

Newsweek Media Research Index

The Newspaper Advertising Association.

Or subscribe to -- and ask your question in -- the newspaper research e-mail discussion: Send e-mail to Majordomo@infi.net with a message that says only:

Subscribe Newspaper-Research


Wednesday, July 22, 1998 #1969
What other resources are there for finding and evaluating trade journals besides the SRDS? Are there web sites or other places to call? Thanks!!

The Media Guru Answers(Wednesday, July 22, 1998 ):
Gale Research has some useful titles. These are also available from Amazon.com logo

In Gale's Publisher's Directory virtually everything is listed. Professional journals are listed by type, by geographic locations There is far less information than SRDS, generally just circ, a basic rate and contact information. Your local library probably has it. The World Directory of Trade and Business Journals may have better trade journal data.


Wednesday, July 22, 1998 #1967
Is there a web site or information source that lists industrial organizations and the publications associated with each? How can I obtain this information? Thanks!

The Media Guru Answers(Thursday, July 23, 1998 ):
There's a list of member associations of The Federation of International Trade Associations.

You will have to follow member links or use the e-mail and phone information provided to get each trade association's publication information.


Friday, July 17, 1998 #1961
Can you offer me advice on how to buy remnant advertising on network and local radio? Are there any books that describe this procedure or other media buying procedures that save money? Thanks for your help.

The Media Guru Answers(Friday, July 17, 1998 ):
The simplest answer, a method followed by successful remnant buyers, is just to make yourself known to the media of interest to you. Make them understand you will take any unsold time or last minute cancellations off their hands at an agreed price or discount level. Being prepared to take any is the way to assure they come to you.

The Guru can't recommend any specific title for this question, but please take a look at the AMIC Bookstore .


Friday, July 17, 1998 #1958
Dear Guru, Could you please tell me about rim-weighting.

The Media Guru Answers(Wednesday, July 22, 1998 ):
Rim weighting is a method of adjusting survey results according to known characteristics of the population. It is considered equivalent to cell weighting.

See On the use of rim weighting by J.G. Upton in Journal of the Market Research Society v29 n3, July '87

and Weighting survey results also Journal of the Market Research Society, v28 n3, July 86

Both are available at the Advertising Research Foundation


Friday, July 17, 1998 #1957
Dear Guru, I am curious to find out how user-centric web research firms maintain "freshness" of their samples. How often and how many samples are being replaced on what intervals by companies like Media Metrix, Nielsen, Net Ratings and Relevant Knowledge? I also would like to know how Media Metrix and RK drawn business samples from what sources. Thanks for your help.

The Media Guru Answers(Friday, July 17, 1998 ):
"Freshness" is not necessarily a desirable element in sampling. Panel data, such as is provided by some services mentioned is explicitly not based on fresh samples.

Results based on a sample of 10,000 are about 3 times more stable than results based on 10 consecutive samples of 1000, and equal to a result calculated from a consolidation of the 10 smaller samples, assuming both samples are equally random within the universes they are supposed to represent. From a practical point of view, the cost of recruiting and installing a sample precludes major "freshening." Virtually all syndicated surveys with large samples (10,000+) and frequent reports (e.g. monthly) are based on panels, rather than new samples for each report. The natural churn of panels is probably 20-30% per year.

The services you inquire about are relatively open about methods. They've been written about in the trade press and the respective web sites are also informative.


Thursday, July 16, 1998 #1956
I have a client that has a product that would be great for QVC. How do you get a product on QVC? Where do I start?

The Media Guru Answers(Thursday, July 16, 1998 ):
Just call QVC, which is based in southern New Jersey, and ask for their product submission kit. Or go to their "How do I get my product on QVC?" page.


Thursday, July 16, 1998 #1953
I'm "shopping" for databases/software of TV and radio station directories as well as newspapers and outdoor companies. (Comprehensive listings including address, phone and fax numbers, call letters, formats, personnel, tape requirements, etc.) Our agency currently subscribes to SRDS for this type of information, however, they will not sell their products in a database format. We want to upgrade to a more "high-tech" system so my quest has led me to do a product/cost comparison of what is available now.So far I have located the following companies: Media Market Resources (TV and Radio Datatrak; BIA Companies and Parrot Media. Do you know of any other sources? I need to complete my analysis and submit this proposal to my Management by 7/22. Thanks for your assistance. By the way, this is a great forum for media professionals to gather information and share ideas. Thanks again.

The Media Guru Answers(Thursday, July 16, 1998 ):
The Guru has not seen as complete a set of listings as Standard Rate and Data Service (SRDS)'. They do offer an online database version.

MRI also has a CD-ROM for consumer magazine data.


Wednesday, July 15, 1998 #1952
I need to know some trade publications(Textile)which the target audience are Int'l buyers/manufacturers in German and Europe. Please recommend some titile for me, thanks. lisa-huang@yr.com

The Media Guru Answers(Thursday, July 16, 1998 ):
See International Media Guide's Business Publication Guides


Wednesday, July 15, 1998 #1951
I need to find some trade publications which are big circulations and the target audience are Int'l buyers/manufacturers. The trade publications are include computer, electronics,gift&stationery, and building/constructions in U.S.A. and Europe. please help where I can find these informaiton, thank you. Lisa Huang lisa_huang@yr.com

The Media Guru Answers(Thursday, July 16, 1998 ):
Standard Rate and Data Service (SRDS) offers a trade (business) publication source for the U.S. and there is also a European source: International Media Guide


Wednesday, July 15, 1998 #1950
Are you familiar with the concept of using 3-D display holograms for marketing purposes? Specifically, I'm wondering who sells this technology for commerical marketing purposes. I know there is one company called Dimensional Media Associates in NY that the AAAA has done a small piece about? WHere can I find out about others? Thanks Guru!! M. Gober

The Media Guru Answers(Wednesday, July 15, 1998 ):
One company offering such technology is HyperVision. Searching "3d display" at Yahoo will turn up others.


Sunday, July 12, 1998 #1948
Dear Guru, What are interstitials and how are they priced?

The Media Guru Answers(Sunday, July 12, 1998 ):
Interstitials have been discussed by the Guru several times in the past, use the Guru Archive search engine to review past answers.

Some people use interstitial only to refer to animated or interactive pages, but generally they describe any page set up as the target of banner click-thru, where one lands before (or instead of) going to an advertiser's actual site.

Pricing is whatever the traffic will bear and may reflect design and maintenance cost rather than traffic.

For example, AMIC itself offers to create a no charge "mini-page" interstitial for an advertiser buying a year's schedule. This allows advertisers who don't have sites to deliver a full message to viewers. Similarly, in other business-to-business advertising (which is what media's ads for the media buying community are) an interstitial can carry the b-to-b message when the advertiser's web site is totally aimed at their consumer audience.


Saturday, July 11, 1998 #1946
I'm a newbie and I need your help. I've been asked to put together a proposal for an online campaign. But my startup website doesn't have specific numbers on the desired target audience for this campaign. I can tell you now that we certainly reach that group but we have no hard numbers. How can I build a compelling argument without having to give exacting avails on this demographic? What are your thoughts?

The Media Guru Answers(Sunday, July 12, 1998 ):
There are limited numbers of ways to document specific demographic target impressions for a website.

1. It can be rated by one of the user-centric meter / panel survey systems which attempt to parallel TV style ratings: MediaMetrix, RelevantKnowledge or Net Ratings.

These services, however, typically report data on larger sites and would not likely generate stable data on a start-up early in its life.

2. It can be rated by one of the other survey systems with a longer report cycle, like MRI or Nielsen, to give demographic composition which can then be applied to server log impressions counts.

These systems may be less likely to be useful for start-ups.

3. Strict registration with demographic details and cookies or sign-in procedures which allow detailed tracking of visitors in the server logs and log analysis software.

While this is possible for a site of any size or age, it creates obstacles to visiting which most sites would prefer to avoid.

So let's see how we can work with what you've got. Of course you have server logs which can tell the boxcar numbers of pages loaded to show total impressions.

From the way you state your question, you appear confident that your site is targeted to the demographic in question. Choose a site which is targeted to the same demographic and is reported by the ratings services mentioned above in point 1.

Assume you will get the same proportion of your total impressions in the target demographic segment as the rated site does.

You will also need to present a good rationale for why your site is targeted to the specified demographic


Saturday, July 11, 1998 #1944
Dear Guru, Thank you for your incredible help! I have to fulfill an RFP for an online ad campaign. The agency requested avails, SOV and a proposal. Please explain SOV in the online context. I understand avails to be available impressions.

The Media Guru Answers(Saturday, July 11, 1998 ):
"Avails" in the context of a media proposal typically means a listing of the advertising positions offered. In broadcast, it may describe dayparts and programs available for sale with audience and pricing specified.

The term seems a bit of a stretch in on-line, but could describe a lsiting of available banner sizes, positions and rotations, with impressions and prices.

"SOV" does not seem to fit here unless it is meant to express the portion of the site's total available impressions delivered by each available advertising opportunity in the "avails."

The Guru's observation has been that people operating web sites and managing their advertising have not come from other media or even agency backgrounds. It would not seem useful to try to impose broadcast terminology on new electronic media, except for those terms common to all other media, such as "impressions," "GRP," or "cpm."


Thursday, July 09, 1998 #1941
Dear Guru How do you define Selectivity of media vehicle ? How do you measure it ? Therefore how do you calculate a Press Selectivity Index ? Is it similar in concept to a brand development Index or a category development Index (BDI & CDI) ? andrewwilliam25@hotmail.com

The Media Guru Answers(Thursday, July 09, 1998 ):
The Guru defines "selectivity" as narrowness of targeting audience. For example, if your target is women 18-49 and there is a magazine, all of whose audience is women 18-49, than that magazine is highly selective. A magazine with 80% w18-49 and 20% W50+ is less selective.

Standard print audience measures such as the U.S.' Simmons, MRI or U.K.'s TGI provide these data.

Logically, a selectivity index would compare the incidence of a given demographic group within the population to its incidence in the audience of the medium, with the population incidence set as equal to 100. Thus, if women 18-49 are 50% of the population but 80% of the media audience, the selectivity index would be 80 divided by 50 or 160 (the decimal is moved 2 places to the right for an index). In this sense it is similar to BDI which indexes product purchase in a market to product purchase nationwide, in terms of percent used in the market compared to percent of national population in the market.


Wednesday, July 08, 1998 #1940
What is the media research source to which one goes to get information on the general characteristics of each mediums. Things like demographic selectivity by TV daypart; attentiveness scores by TV daypart; etc., for all media?

The Media Guru Answers(Wednesday, July 08, 1998 ):
To compare all media across several, common demographics in the general adult population, the sources would be Simmons or MRI


Wednesday, July 08, 1998 #1939
Are there any magazines out there that specifically target the (1)Hispanic and (2)Afro American Teen markets? I have heard of "The Source" to target the latter but are there any other publications?

The Media Guru Answers(Wednesday, July 08, 1998 ):
Vibe is very similar to The Source and SPIN is somewhat similar. There are also numerous rap music titles.

For Hispanic teens there are Eres and from Editorial Televisa.

The Abbott Wool's Market Segment Resource Locator area of AMIC includes links to ethnically targeted magazines and has some additional titles with a regional focus.


Tuesday, July 07, 1998 #1938
What is the best resource for finding local/regional niche publications, i.e., children's newspapers and magazines? These would be small publications that are not listed in SRDS (such as Columbus Kids).

The Media Guru Answers(Tuesday, July 07, 1998 ):
The ATP-CAN Newspapers list is one such source. Diligent use of search engines will likley find others.


Monday, July 06, 1998 #1936
Can you recommend on media planning departments to study in the U.K.??

The Media Guru Answers(Tuesday, July 07, 1998 ):
It depends on your reason for studying them. Saatchi, of course is the biggest worldwide, UK-headquartered agency.


Monday, July 06, 1998 #1935
Dear Guru, I am working on a very important new business opportunity. The clients is the biggest white goods, brown goods and small home appliances manufacturer in our country. The pitch is for the total communications activities for the whole brand range. Is there any case history on this category(especially on the MEDIA part)? Thank you very much in advance.

The Media Guru Answers(Tuesday, July 07, 1998 ):
The applicability of any case study may be questionable in a different country than the one where it occurred. The Advertising Research Foundation and ESOMAR , the European Survey, Opinion and Market Research organization collections are the best resources.


Sunday, July 05, 1998 #1934
This is a print ad question. Wondering if you know of any research exploring the effect of placing an ad featuring a product or service that is the focus of surrounding editorial content. thanks and regards Jessica Lilie

The Media Guru Answers(Monday, July 06, 1998 ):
Newsweek Media Research Index and theAdvertising Research Foundation Library are the Guru's favorite sources for such research.


Friday, July 03, 1998 #1933
DEAR GURU, THANKS FOR YOUR SERVICE.HOW IS COST PER THOUSAND PRICING IS CALCULATED IN ONLINE MEDIUM.WHAT ARE THE CRITERIA GO TO DETERMINE CPT PRICING METHODS.WHAT ARE THE POPULAR SITES WHICH CHARGE ADVERTISERS ON CPT METHOD.

The Media Guru Answers(Friday, July 03, 1998 ):
The Guru has discussed this issue many times. If you go back to the Guru Page and select Guru Archives and do an advanced search for this coding:

(web | internet | online)&(price | "cost per thousand" | pricing | cpm),

you will find 25 Guru replies on your topic.


Wednesday, July 01, 1998 #1932
I coordinate a small printed program for a local perform- ing arts company. I would like a source of National co-op advertisers that I might cross reference with local advertisers to pitch the program sales to. Any suggestions?

The Media Guru Answers(Wednesday, July 01, 1998 ):
The Amazon.com on-line bookstore has the standard resource, Co-Op Advertising Programs Sourcebook Spring 1997 : The Comprehensive Guide to Programs For: Media Companies, Ad Agencies, Manufacturers & Retailers , Published 1997.

Another good how-to reference is Co-op Advertising : The Authoritative Guide to Promotional Allowance Marketing for Advertisers, Retailers, and Distributors , Bob Houk, 1995


Wednesday, July 01, 1998 #1931
I work for an editorial company, we publish three different magazines about informatic technologies for computer distributors, financial sector and the goverment. I want to know what kind of media can I use to improve the magazine's advertising Thankyou

The Media Guru Answers(Wednesday, July 01, 1998 ):
Since you haven't told the Guru what kind of media you are using already, any suggested improvements are guesswork.

The Guru also wonders whether you are advertising to potential readers, to increase circulation, or to potential advertisers.

If the former, you may need to rule out your competition as the other media most likely to reach your target reader and find other media with a different editorial focus, addressed to the same people. (Since you are writing from Mexico, the Guru doesn't have any specific recommendations.

If the latter, the Guru would imagine you are using print ad trade media and would next look to on-line opportunies in either ad trade media, like AMIC , itself, or other business media aimed at your prospects.


Wednesday, July 01, 1998 #1930
I am trying to compile data on general internet usage and marketing to the gay community. Any suggestions on where to find demographic data regarding the gay community online? Thanks!

The Media Guru Answers(Wednesday, July 01, 1998 ):
Though the major web use measures don't report a gay demographic, any of the gay oriented on line sites might have proprietary research.

Start by searching the word "gay" at Yahoo.


Monday, June 29, 1998 #1928
recent informations about ''special events communication''

The Media Guru Answers(Monday, June 29, 1998 ):
Advertising trade publications like Ad Age frequently report on event marketing.


Friday, June 26, 1998 #1927
Are you aware of any published research that indicates at about how many GRPs recognition (or even recall) measures begin to level off?

The Media Guru Answers(Saturday, June 27, 1998 ):
There may be many such studies, most likely available through the Advertising Research Foundation library or Newsweek Media Research Index. However, when such single variable sudies are published, it makes it all too easy to overlook the fact that the creative carries the greater burden for your measures. Thus the perpertual questions about how many GRP = wearout.


Friday, June 26, 1998 #1925
I'm looking for early news ratings in Syracuse, NY. We don't subscribe to NSI in Syracuse, so, I thought you may have this information. I need 5pm and 6pm news ratings on all stations for Adults 25+. If you do not have this info, is there a place on the web that would have the ratings info by market. Thanks for your help!

The Media Guru Answers(Friday, June 26, 1998 ):
If the Guru had NSI data, it would be a viloation of contract and/or law to share them with you. Since these data are what Neilsen exists to sell, they are not likely to be legitimately available free anywhere.

The stations from which you might buy time, however, would have the data and be entitled t present it to you.


Friday, June 26, 1998 #1924
Dear Guru, A client requested resources that track print advertising in regards to spending on national retail print advetising. They wish to compare what they are spending to their competition. Thank you.

The Media Guru Answers(Friday, June 26, 1998 ):
CMR (Competitive Media Reports) reports retail expenditures.


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.


Thursday, June 25, 1998 #1922
DEAR GURU, THANKS A LOT FOR YOUR SERVICE.SPONSORSHIP IS NOW A POPULAR MODE OF GETTING ADVT IN ONLINE.GENERALLY,WHAT SORT OF DEALS DO THE SPONSORS AND THE SITE OWNERS HAVE?.HOW IS THE SPONSORSHIP PRICED NOW IN ONLINE?.

The Media Guru Answers(Friday, June 26, 1998 ):
Sponsorship is a vague term in online thus far.

It could mean a multi-ad presence all around a web site, or an "ownership" of of a special area of a site or a special created site under the umbrella of a larger site. In the first two situations, the Guru sees pricing based on a cpm multiple. In the third situation, there is also likley to be a creative/production charge.


Wednesday, June 24, 1998 #1919
What kind of advice could you give someone who is just starting out with online advertising?

The Media Guru Answers(Friday, June 26, 1998 ):
Are you starting out selling online advertising, buying / planning online advertising, using online advertising to build your business or building a web site to be supported by advertising?

Your question could have so many implications. However, the Guru's advice would be similar in most of these cases. Begin with a major firm well established or connected to traditional marketing. The greatest weakness the Guru sees in the online field is a lack of the ability to discuss marketing / advertising in industry terms, so that a general agency or traditional marketer interested in adding online elements to a plan can make neccessary decisions.

Granted, online has distinct and valuable aspects, but explaining these in comparable terms vs traditional marketing makes the advantages clear.

Or, not everything on-line is a concept sell, there are still quantitative realities to address.


Monday, June 22, 1998 #1916
Are you aware of any research on right hand page vs. left hand page in magazine advertising?

The Media Guru Answers(Thursday, June 25, 1998 ):
Roper-Starch's Starch services compare many content and positioning aspects of print copy. Newsweek Media Research Index should have some compilations.


Monday, June 22, 1998 #1915
Do you know of any awareness tracking studies or models that relate recall by medium to purchase intent? Would it be feasible to carry out this kind of effectiveness study to determine what kind of results a media placement agency is delivering to clients?

The Media Guru Answers(Thursday, June 25, 1998 ):
No doubt some users of recall tests have made an effort to relate recall to sales or purchase intent. This involves using their own, proprietary test scores and sales data. It is possible that the Advertising Research Foundation Library or the archives of their Journal of Advertising Research or conference presentations include the sort of analysis you need.

However, whether this is a basis for judging the performance of a media service is another question altogether. Has the media service been instructed to buy for optimal recall? Has the media service been instructed to buy to optimize purchase intent? In the Guru's experience, these are rarely part of the media goals conveyed to a buyer. More often, buying efficiently or to achieve a reach, frequency or effective reach goal is the instruction.

Further, if you wish to make recall or purchase intent your standard of evaluation, it only makes sense if you share the model you wish to use with your buying service


Sunday, June 21, 1998 #1914
Who is british airways target group and in what publications do they advertise?

The Media Guru Answers(Thursday, June 25, 1998 ):
CMR(Compe titive Media Reports) is the resource which reports magazine advertising schedules.

Once you see the schedule, you can begin to form an opinion about the target. Reading the actual ads will help.


Saturday, June 20, 1998 #1912
One of my clients would like to sell pottery/teapots made by local artists in the Seattle area. We have decided that the internet is the best way to sell them, but we do not know if our sales projections are accurate. We need at least 10 sales per month in order to break even. Is this a realistic goal? We would like to start with simply registering on the search engines and maybe running a banner ad on a wedding web site. Do you think that we will be able to get at least 10 sales per month with this limitted type of advertising? thanks, Stewart McCullough

The Media Guru Answers(Thursday, June 25, 1998 ):
There is no reasonable way to predict sales for such a product. Many sites selling computer related goods or broad-appeal goods like books and CDs are very successful. The reputation and quality of the product and how persuasive the selling message are surely more influential factors than just the selection of the medium.


Friday, June 19, 1998 #1909
DEAR GURU, PLEASE GIVE ME THE NAMES OF THE web MEASUREMENT AGENCIES WITH THEIR ADDRESSES. 2.ALSO GIVE ME THE SITES WHICH CARRY GOOD internet RELATED ARTICLES

The Media Guru Answers(Saturday, June 20, 1998 ):
The principal user-centric web measures are MediaMetrix , Relevant Knowledge and Net Ratings.

Many sites, including AMIC , are rich in content about the internet. The most prolific are probably C/Net , ZD Net and CMP Net ,


Tuesday, June 16, 1998 #1903
Looking for info on integrated marketing (Advertising/pr/+ mix) to sell concept to clients. any thoughts? any research I can find? thanks.

The Media Guru Answers(Thursday, June 25, 1998 ):
The Advertising Research Foundation Library and Newsweek Media Research Index are the Guru's favorite resources for this sort of info. You may also find Ad Age and American Demographics helpful.


Monday, June 15, 1998 #1900
what is tgi

The Media Guru Answers(Thursday, June 25, 1998 ):
According to its site, TGI ". . . is a single-source survey of consumer habits, covering in one questionnaire the product use, media consumption and attitudes of adults age 15-plus in the UK. It was first conducted in 1969, and has been in continuous annual publication since then. It is used by advertisers, their agencies and media owners to understand more about their markets and to provide an independent benchmark of media performance. All data is available to subscribers electronically. . ."

Other countries are also studied. The U.S. version closed many years ago


Monday, June 15, 1998 #1899
what is the direct spenditure of children from their pocket money

The Media Guru Answers(Thursday, June 25, 1998 ):
The Guru thinks it unlikely that such data could be validly compiled. More possible might be finding out the average pocket-money allowance children receive. Try contacting a children's oriented magazine like Parents', which may have researched the question.


Monday, June 15, 1998 #1898
Dear Guru: Interactive shops are being created and merged more frequently lately. Is there a current comprehensive list of the various interactive shops/agencies that exist in NYC? If so, do they describe the shop and provide a contact? Please help me media guru!!!

The Media Guru Answers(Thursday, June 25, 1998 ):
The Guru has seen a listing of interactive agencies published in AdWeek, but it was neither NY focused nor comprehensive. AMIC itself lists some in the web Sites area under "ad placement on the web." Peobably the best lsiting would be maintained by major, NY-based web site's ad sales departments, such as CMPNet orZDNet


Thursday, June 11, 1998 #1894
what is recency planning

The Media Guru Answers(Wednesday, June 24, 1998 ):
The Guru has discussed recency a half-dozen or more time this year. Please return to the Guru main page and select the Archive / search engine to find "recency" topics. Or simply use your <ctrl>-F or browser Find function to locate "receny" references on this page.


Wednesday, June 10, 1998 #1893
I have two questions: 1. Is there a publication (print or electronic) of brand and product managers? 2. Is there a publication (print or electronic) similar to Red Books that has information on advertisers and where they spend their money regionally? Thank you. Stephanie

The Media Guru Answers(Wednesday, June 10, 1998 ):
The The Standard Directory of Advertising Agencies has an advertisers' book similar to the Agency Directory.

There is also Adweek's Client Directory

To find spending by region, CMR (Competitive Media Reports) is the resource to try.


Wednesday, June 10, 1998 #1892
What web sites would you recommend to target producers and post producers in the film industry? Their online knnowledge would lend them to use the internet as a resource, and we would like to target them with ad banners. Any suggestions are welcome. Thanks.

The Media Guru Answers(Saturday, June 20, 1998 ):
It's really up to you to think of what categories of information might be of interest to your target, which seems quite small, and then to use search engines, such as Yahoo, to find related sites.


Wednesday, June 10, 1998 #1891
what are the press evaluation softwares being used in the USA and Europe ? What about Asia? andrewwilliam25@hotmail.com

The Media Guru Answers(Wednesday, June 10, 1998 ):
The research vendors themselves, for example Simmons and MRI in the U.S., often offer software of their own. Planners generally do better with a "suite" that can evaluate all media together. AMIC's sister company, Telmar, is the leading provider of such press evaluation as well as all-media software for the U.S., Europe and Asia


Tuesday, June 09, 1998 #1887
I have been assigned the task of putting together an internet plan. I haven't the first clue where to start. Let me give you a little background. My client is a local hospital that is interesedt in marketing to business owners/presidnets/ceo's/human resource director/benfits administors. The ojective is to create top of mind awareness that our hospital is the hospital of choice when selecting Health Plans. Again, this is a local client. Please can you give me some direction. Where do I start. Thanks for your help.

The Media Guru Answers(Wednesday, June 10, 1998 ):
There is very little research available on internet audience at the micro-geographic level. There is very little available that might cover a segment as small as president / ceo / HR director. The Guru is saying "very little" while really thinking "probably nothing."

MediaMetrix or Relevant Knowledge are most likely to have some pertinent information.

  • Presidents and CEO's are generally found to be the last people in their companies to be computer users.
  • The internet is inherently a non-geographic medium since the entire nation and world have equal access to any web site, and a hospital has a relatively tiny service area

  • Some major markets do have extensive, multi-purpose local sites, and
  • some sites have the ability to serve an ad based on the location of the visitor. This is severely compromised by such problems as all AOL users appearing to be located in Virginia. Other national internet providers' customers carry the same sort of obscured location.
  • Ideally, you might find ad-bearing sites which appeal to business and HR managers which can tell you where, geographically, their visitors come from, or local interest sites which, by virtue of registration know the business role of their visitors.

Generally, the Guru does not believe that local retail advertisers with very narrow targets will find the internet to be an efficient or effective advertising vehicle, compared to traditional local business media, such as Crain's or The Network of City Business Journals


Wednesday, June 03, 1998 #1883
Where can I find a resource like SRDS that does have such high fees?

The Media Guru Answers(Wednesday, June 03, 1998 ):
MRI is going to be releasing a similar data set on CD-Rom, using web-like hypertext, covering consumer magazines. It will be free.

In the Guru's estimation, Standard Rate and Data Service (SRDS) isn't priced very high relative to the amount of data it offers. Unfortunately, many users at smaller agencies or advertisers don't feel they need most of the data in any one SRDS category.


Tuesday, June 02, 1998 #1881
I am looking for a range of CPMs for internet advertising. My media director claims they fall between $5 and $30, I believe them to be slightly higher. She is also claiming that a huge number of advertisers are forcing sites, etc to sell by clickthrus, I don't buy in to that. Is there any place where I can get statistics on this?

The Media Guru Answers(Tuesday, June 02, 1998 ):
On the largest, general audience sites, for significant orders, $5 - $30 is a reasonable range. For smaller, but more targeted sites with specialized audiences, up to $80 or more is to be expected. Special positions, linking to search keywords, etc. can call for premium pricing over the site's base cpm.


Tuesday, June 02, 1998 #1880
what are the best universities in the U.s for media research and media management studies ?

The Media Guru Answers(Tuesday, June 02, 1998 ):
Some of the better schools, in terms of emphasis on media research are University of Texas at Austin, Florida State and University of Florida.


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.


Friday, May 29, 1998 #1616
I really appreciate this section of your web site. It is a great idea! I deal with network radio. We produce 2-minute radio vignettes for advertisers. Each vignette includes sixty- seconds of entertaining new content that relates to the advertiser's product and sixty-seconds for their commercial. The content of each feature is designed to help to sell the product. When trying to determine the CPP for a 2-minute vignette like ours, would you consider the vignette to be a 2-minute commercial (two :60s) or would you consider each vignette to only contain one sixty-second commercial?

The Media Guru Answers(Tuesday, June 02, 1998 ):
CPP is a simple calculation. Divide cost by rating. Length is not a factor. Sometimes buyers will create a special cpm adjustment based on length to compare different units.

If your content is a message about the specific product, you could count the whole 120 seconds. This makes no difference, except in the buyer's special case, mentioned above. Or, you can treat it as two :60's, which does make a difference, because the cost is then divided between the two commercials.

If, on the other hand, it is just related content, such as the history of shoe shines, to accompany a shoe polish commercial, then it is just a supportive environment, and not typically counted as a commercial message.


Friday, May 29, 1998 #1613
1.what is osto's model? 2.In case of an absence of duplication data for publications, how do l calculate the effective reach using 2 or more media vehicles? in such a scenario, is it safe to use the random theory even if multiple readership is negligible?

The Media Guru Answers(Tuesday, June 02, 1998 ):
1) The Guru is not familiar with Osto's model. It may be specific to India, from where you are writing.

2) The Random method is a starting point. If you can find two other similar publications with measured duplication, you can use the duplication ratio from those publications. If you literally mean "effective reach," that is, reach at or above a minimum exposure level, then you need a more complex formula or a computer program like Telmar's ADplus.


Thursday, May 28, 1998 #1610
1.Please, where can I find "Archives" by topic? 2.I have seen a table showing Awareness Level correlat ed to Target GRPs.Could you, please, tell me how they estimate Awareness Level? 3. I also have seen a table showing Audience engagement in various activities when average commercial is aired. Would you, please, tell me how the information is obtain ed? Is it from a national panel? If yes, does this panel also provide audience data? Thank you, Inocima.

The Media Guru Answers(Tuesday, June 02, 1998 ):
1) The Guru Archives may be accessed from their link on the Media Guru Page. In the next few days, we will be adding a search engine to allow you to find all all past Guru answers on the topics of your choice.

2) The Guru isn't familiar with the table you have seen. Since you are writing from Brazil, it could be based on research totally unfamiliar to the Guru. The proper way for such a table to have been created would use just estimates of awareness, but actual survey results. An advertiser or agency which has conducted many awareness studies and correlated them with actual GRP's of the plans running in synchronization with the studies could create such a table.

In fact, just a few actual measurements could be the basis of a table if it is assumed that the awareness / GRP relationship follows some sort of curve as does the Reach / GRP relationship. The Guru is familiar with one formula for predicting awareness based on GRP, which came from analyzing several plans and surveys. In essence, it predicted that when there was any significant starting awareness, awareness declined in any week where there were less than 100 GRP.

3) Again, Brazil's audience engagement data is not familiar to the Guru. In the U.S. such data usually comes from secondary sources such as our Simmons or MRI, which ask these questions but are primarily print audience and product usage studies.


Wednesday, May 27, 1998 #1609
Quick question....do you have any suggestions on a specific book or person I could gleen information from about buying national network television and radio? The kind of how-to/phylosophy type stuff you can find anywhere when talking about local spot..???

The Media Guru Answers(Monday, June 01, 1998 ):
The Guru does not know of any worthwhile book on the topic. It would be better to search the archives of Ad Age and MediaWeek for articles written by the major buyers and media strategists. There have been many good ones, especially now, with optimizers all over the news. The Guru particularly likes Erwin Ephron's work. See his paper on the Telmar Awards Papers pages.


Tuesday, May 26, 1998 #1608
We have a client who is considering terminating all spot TV advertising in markets where he has provided support for the past couple of years. His thinking is that additional advertising here would be wasteful as he feels that his sales have now optimized and he would experience bigger growth by diverting these funds into new expansion markets. Is there any research that says he should continue to provide support in the original markets for fear that he would be risking experience a high degree of share erosion by pulling the advertising there?

The Media Guru Answers(Tuesday, May 26, 1998 ):
There are a lot of "ifs".

IF the spot TV is the only advertising in the old markets, it seems too obvious to discuss that he will lose share without the advertising, IF we assume advertising correlates with sales at all, which we must since we are in the advertising business.

So the question is whether the sales in new markets will be greater than the lost sales in the old markets. IF the new markets can be bought more efficiently than the old markets, then there is a good chance that they will eventually be more productive than the old, after we establish awareness in those markets.

On the other hand, what kind of product is it? IF it is a product that everyone only buys once or rarely over a lifetime, like sodding a lawn, or cemetary plots, and the old markets are deemed saturated, then it will be easy for new markets to show a better ROI than the old.

But, IF the spot TV is just part of a mix including national media, then this become a very complex question. The Advertising Research Foundation library would be the best place to look for research on the topic.


Monday, May 25, 1998 #1607
what is A.C.Nielson's ?.Are they into web related business.Do they function as some sort of auditing web hit figures?.Please clarify.Thank you.

The Media Guru Answers(Tuesday, May 26, 1998 ):
A.C. Nielsen is the original name of the marketing and media research company which has been divided into A.C. Nielsen the company, according to them, offers "services in over 90 countries and with 1995 revenues of $1.4 billion, is a global leader in delivering market research, information and analysis to the consumer products and service industries."

Neilsen Media Research is the company you are probably interested in. They say: "Nielsen Media Research is a company of Cognizant Corporation. It's primary concern is media measurement across the United States and Canada."

AC Nielsen does the same in the most of the rest of the world.

Neilsen Media Research offers several internet measurement services, but the web site auditing service you want is probably Nielsen I/Pro


Monday, May 25, 1998 #1606
what are the types of advertisement carried out in online other than banner advts.?.what are jump pages and interstitials in online

The Media Guru Answers(Tuesday, May 26, 1998 ):
Banners are the most common. The term is used to refer to any less-than-full-page advertisement placed on a web page. Other on-line media, such as e-mail has other ad froms such as simple text ads.

A "jump page" is one form of interstitial. The term "Interstitial" in common terms just means something that is in the gap between two other things. So a web interstitial is a page where you go by clicking on a banner, before actually arriving on an advertiser's web site. This is done because web sites are often about companies in genreal terms and do not do the selling job of an actual ad.

A jump page is typically understood to be a static page with ad copy and a link on top the site. When called an interstitial, it is more often animated in some way or automatically sends the visitor on to the website of the advertiser.


Monday, May 25, 1998 #1603
our website attracts 1.1 million hits a day.our server is in u.s.a.In recent times a lot of our advertisers start asking demographic and psychographic profile of our reader.And also informations on impression,page view, ad view ,visitor, click-through ratio etc.please enlighten me if they data can be generated,if so who can do these things?.,our server or the I.T.professionals working with us.Also please send me the mode of collecting those informations.

The Media Guru Answers(Tuesday, May 26, 1998 ):
"Hits" literally means entries in a site's server log. A server log entry is made for every file requested by a visitor to a site, as well as for every error, such as incorrect page requests within the site.

One page request, that is, one occasion on which a visitor requests a specific page of a site, may generate 10 or more "hits," since each gif or jpg image file for buttons or navigational images is a file, as is each text page. No one really counts hits as traffic anymore, page requests are the gauge of impressions.

Reading your server log carefully can tell you all about page requests, ad views, clicks, etc. But with over a million hits daily that would quickly become tedious. AMIC uses software called "Hitlist" from MarketWave to produce this analysis. There are several companies that offer comparable services and products.


Saturday, May 23, 1998 #1602
I am looking for any guidelines / research about: 1- number of spots for radio (sustaining level, 50% heavy up, 100% heavy up 2 - if I have continues strategy what maximum gap of not being on air may I allow without harm to sales (one week, two, three?) 3 - in my country (Russia) we have practice in outdoor not to place competitors on two opposite sides of billboard, ahzt I think is not correct, as each face of billboard works for different directions and can not compete with each other. What is the practice regarding this in other countries. Thank you very much.

The Media Guru Answers(Tuesday, May 26, 1998 ):
1) The Guru doesn't judge radio effectiveness in terms of numbers of spots. If one schedule of 12 spots, for example, has an average rating of 0.5 (one-half of 1 percent of the target audience), which is common, it cannot be considered equal to another station's 12 spots with an average rating of 2.5 (also reasonable for top stations in the US). The first accumulates 6 GRPs and might reach 3% of the target, the second accumulates 30 GRPs and might reach 12-15% of the target.

So GRPs' or other audience measure are more realistic ways to determine levels. Having done this, if you determine that 100 GRPs, for example, is the correct sustaining level, then by simple arithmetic, 50% heavy-up is 150 GRPs and 100% heavy-up is 200 GRPs

2) Awareness begins to decline as soon as there is any advertising gap. Current thinking is that sales of a continuously purchased product are better supported by continuity at whatever level is affordable rather than an arbitrary minimum effective weekly level, separated by periods of inactivty. The U.S.'s Advertising Research Foundation has considerable literature on the topic and so might ESOMAR , the European Survey, Opinion and Market Research organization

3) The Guru agrees with you regarding opposite sides of a billboard. The competitive protection policies the Guru is familiar with in the U.S. only deal with advertising seen by the same audience, that is, traffic headed in the same direction. Usually there will be a certain range specified, such as "Within 500 feet" for metropolitan 8-sheet boards, which are about 5x12 feet and can be placed in dense concentration within cities.


Tuesday, May 19, 1998 #1598
What is the average number of bookmarks that an internet user has? What are some of the most frequently bookmarked sites?

The Media Guru Answers(Wednesday, May 20, 1998 ):
According to a September, 1996, I/Pro press release at Cyberatlas the median number of bookmarks was 40.

According to a leadeing web audience measurement service, MediaMetrix,as of March 1998 the status is as follows for home PC users:

Top 15 Bookmark Sites At Home -- March '98

  • yahoo.com
  • microsoft.com
  • nasa.gov
  • netscape.com
  • zdnet.com
  • aol.com
  • cmu.com
  • ustreas.gov
  • uiuc.edu
  • sportszone.com
  • mit.edu
  • loc.gov
  • realaudio.com
  • disney.com
  • whitehouse.gov

Average bookmarks per PC: 77.48


Thursday, May 14, 1998 #1596
Dear Guru, what is bases testing or basis testing?

The Media Guru Answers(Thursday, May 14, 1998 ):
From the BASES site:

"BASES Worldwide is the world leader in helping marketers ...

... estimate the likely sales volume of initiatives before market entry,

... diagnose the key drivers of and limiters to the sales volume potential, and

... improve the sales and profit potential of their efforts."

There are 5 or 6 different models used depending on marketers' needs and goals.


Wednesday, May 13, 1998 #1590
Is there any research regarding the value of a radio remote vs. a regular maintenance schedule.

The Media Guru Answers(Wednesday, May 13, 1998 ):
The Radio Advertising Bureau (RAB) compiles information of this kind.


Monday, May 11, 1998 #1588
Is this any accepted measurement standard in place to effectively price web-page advertising? Also, has any service been able to obtain more direct response information, re:web-site hyperlinks, other than just counting "hits"?

The Media Guru Answers(Monday, May 11, 1998 ):
web (banner) advertising is typically priced in one of 4 ways:
  • CPM- (cost per thousand ad exposures)
  • Flat fee ( usually calculated, by the seller, and compared, by the buyer, on an exposure basis)
  • Cost per click ( based on the number of times the banner gets clicked by a visitor to the site where it is displayed)
    This is not a very reasonable method, since the responsibility for making the copy attractive enough to stimulate clicks and fresh enough to keep stimulating clicks properly belongs with the advertiser, not the medium
  • Transactional ( where the payments to the site are based on the visitor's action when arriving at the advertiser's site; including making a purchase, requesting information, or navigating within the advertiser's site)

"Nobody" really counts "hits" anymore. Page exposures of the site and exposures of ads are the coin of the realm.

The latter two models above are direct response measures.


Friday, May 08, 1998 #1585
Being a newbie to web planning and buying, what is the difference between AOL and the web?

The Media Guru Answers(Friday, May 08, 1998 ):
AOL is an "online service." There is an AOL website but that isn't what. an AOL member goes to when signing on to AOL.

AOL, with its chatrooms, information areas, etc is essentially a BBS service. It has imitated the web in some ways, with clickable ads, etc.

AOL does provide a gateway for members out onto the web, and to many users the difference between AOL and the web may be unnoticable.

Some estimates are that about half of the people with internet access have it through AOL. Additional estimates are that many people who think they are "on the internet" have never gone beyond the bounds of AOL.

From a media planning perspective, buying ads on AOL or accepting value added "banners" in magazine's AOL areas when buying print has an audience limited to AOL members and not accessible to other web users.


Wednesday, May 06, 1998 #1583
I have been approached by advertisers interested in "sponsorship" arrangements, but since I am new to internet advertising, I'm having a little difficulty visualizing exactly what I should plan to deliver to my "sponsors." Is it more than just impressions & clickthrus? Please advise. Thank you. ecomguide@yahoo.com

The Media Guru Answers(Friday, May 08, 1998 ):
Advertisers buying on the web are mostly placing banners to generate impressions and clickthru.

Some want clickthru to an "interstitial," which is more of an ad than the visitor would get in arriving at the advertiser's site.

Still others are trying to generate revenue; e.g. they sell books, recordings, or fishing gear on their site and want to pay you a sales commision on purchases by customers referred by your site.

It seems that each week we hear of new web business models.


Tuesday, May 05, 1998 #1581
Hi Guru! This is a follow up on my question yesterday. If u can buy cable locally how do I go about finding the rates, research data, programming information etc. In the media planning package that we work on, only the national cable buying is mentioned. Appreciate your prompt reply. Thanks.

The Media Guru Answers(Tuesday, May 05, 1998 ):
There are a some spot cable representative firms. One is National Cable Communications. They would provide the services you need.


Monday, May 04, 1998 #1580
Dear Guru I am working on my final media plan for this semester. 1.Could u tell me if u could buy cable locally, like spot TV. 2.Could u also tell me the best web sites and any outdoor/ specialty magazines for my target group Men; 18-60; $35000+. 3. Is it possible to buy internet ny market? Thanks

The Media Guru Answers(Monday, May 04, 1998 ):
1. Yes

2. You need audience research resources to help select media for your target. For magazines and the web, try Simmons and MRI. For more detail on web sites alone, try MediaMetrix, RelevantKnowledge or Netratings

By the way, your target, 18-60, is not a standard media "age break," you should decide whether to use 18-54 or 18-64, which is what will be available in research studies.

3. There are web sites focused on particular markets and cities. However, their audience is potentially worldwide. There are techniques which will control which ads are seen according to the location of a vistor's ISP, but that technique can go far wrong. For example, all people browsing the web through AOL appear to be in Virginia. Other large connectivity providers generate the same deceptive impression regarding location.


Monday, May 04, 1998 #1579
Guru, A partner and myself have recently started a company that specializes in custom audio for radio and television advertising (eg. jingles,custom music beds,voice-overs, or anything audio). My question is this: How do we go about finding the agencies or businesses that could benefit from this service? Our goal is to be the most cost effective professional service provider in this field. Thank you.

The Media Guru Answers(Monday, May 04, 1998 ):
The The Standard Directory of Advertising Agencies lists contact information, services and staffing of Advertisng Agencies


Wednesday, April 29, 1998 #1576
Number of countries that have internet?

The Media Guru Answers(Thursday, April 30, 1998 ):
All of them, or approximately 160. Any country with telephones can have computer users who dial into an ISP of some sort. Yahoo lists ISP's in about 120 counties.


Wednesday, April 29, 1998 #1575
Do you know where I can access comparative figures with regard to newspaper circulation and readership figures (at a national level), by various countries? Also, do you know of any research into the phenomenon of 'aliteracy' - that is, people who can read, but chose not to read (magazines, books and newspapers)?

The Media Guru Answers(Thursday, April 30, 1998 ):
The The Newspaper Advertising Association probably has readership and circulation data by country.

The Advertising Research Foundation Library, ESOMAR , the European Survey, Opinion and Market Research organization and Newsweek Media Research Index may be sources for "aliteracy" data.


Monday, April 27, 1998 #1574
Dear Media Guru, Do you know of any sources for research on which media are best suited for a branding campaign? Our state has allowed private firms to compete in the worker's compensation insurance arena, and we are creating a brand identity for the state's industrial insurance system.

The Media Guru Answers(Monday, May 04, 1998 ):
Appropriateness for a branding campaign is not a general facet of specific media. Branding a computer product might be done best in consumer computer magazines or on the web. Branding fishsticks might be best done on daytime TV or women's service magazines.

Generally, you need to learn what media are considered authoritative by the target group of your campaign.

The Advertising Research Foundation is the best repository of various research on branding.


Thursday, April 23, 1998 #1573
The internet has recieved many different preceptions in the media, whether positive or negative. Many say that some of the bad hype is coming from written media for the internet is taking the attention away from them. I was curious as to your take on this ?

The Media Guru Answers(Thursday, April 30, 1998 ):
The Guru's impression is that there are essentially two schools of thought regarding the internet:

  1. The computer press, which has fallen all over itself to hype the excitement and potential of the internet, because it makes computer publications more interesting and important.
  2. The rest of the media which alternately trade on the hype and warn of social doom due to pornography, chat room phoneys, etc., because that makes intersting reading

It is interesting to note the publications spawned by the internet and the web, and their rapid demise, for example, the closings of The Net, NetGuide and internet World, while the leading basic computer titles like Windows, and PC Magazine continue in good health, calmly incorporting internet and web topics.

At the same time, it becomes equally apparent that the internet can be a force for good, and a source of useful interaction. There are few general media today without their own websites and email-to-the-editor addresses.

It is also becoming apparent that the current trends will not put the internet into the lives of more than half of our population, so that the internet will not displace mass media.


Tuesday, April 21, 1998 #1571
Do any of the radio rating services do a report on Christian radio?

The Media Guru Answers(Tuesday, April 21, 1998 ):
Arbitron, the big name in radio ratings, does an every-other-year report on formats which includes "religious." MRI, the print and product usage study, also reports on the religious/gospel format. Other audience measurement studies will likely be similar.

The "Christian" format you refer to is a subset of religious and may only be specifically available in custom studies.


Tuesday, April 21, 1998 #1570
First of all, you have a great service. Thanks. Do you have any recommendations on how I can find independent sales representaives who specialize selling network radio?

The Media Guru Answers(Tuesday, April 21, 1998 ):
If you literally mean network radio, i.e. interconnected stations carrying the same program fed at the same time (though clearances may vary) with imbedded commericals, these typically have in-house sellers. If you mean syndicated radio, with a program carried at various times by otherwise unrelated stations, there are several representatives.

One is Premiere Radio Networks. If they can't help you, they can probably suggest several others.


Tuesday, April 21, 1998 #1569
I've noticed that the many online news web sites (i.e. Cnet,Pathfinder, etc.) are using Reauters as one of their resources. Can you suggest several other news media syndicate. And how do you rate Reuter's content?

The Media Guru Answers(Tuesday, April 21, 1998 ):
The Guru only knows of Reuters, United Press International (UPI) and the Associated Press (AP). They seem comparable in regard to any media or advertising issues.


Monday, April 20, 1998 #1567
i have developed a set of criteria to evaluate a news website they are as follows: original info,value addition, regional info,comprehensiveness, customisation, how do i weigh them to evaluate various websites.

The Media Guru Answers(Monday, April 20, 1998 ):
Since you have set up apparently arbitrary categories of evaluation to suit your own perceptions, you can weight them with an equally arbitrary set of weights.

Relating these weights to marketing needs is the most obvious approach. For example, regional info might be completley irrelevant to some and the most important to others.

It is also not clear whether you're evaluating sites as potential advertising media, giving design awards, etc.

If advertising media, then impressions and cost per impression should be key considerations. If design awards, then navigation should be high on the list.


Thursday, April 16, 1998 #1566
Can you refer to an online source that provides recent demographics/statistics for a specific local region, pertaining to emoployment, realestate, and spending habits.

The Media Guru Answers(Thursday, April 16, 1998 ):
USAData fits your request.


Thursday, April 16, 1998 #1565
What is a good source to learn more about magazine ad recall by size, color, editorial adjacency and position?

The Media Guru Answers(Thursday, April 16, 1998 ):
The Starch division of Roper Starch is the best known producer of these measurements.


Saturday, April 11, 1998 #1564
Dear Guru, could you please tell me how can I calculate the frequency(exposure) distribution of an advertising media schedule using the Sequential Aggregation, Cannonical Expansion and Conditional Beta Distribution models? Thank you in advance for your answer.

The Media Guru Answers(Friday, April 17, 1998 ):
A good university or public business library should have statistical or advertising methods text books with this information.

For example, in NY City, the Public Library's Science, Industry and Business Library has such books and might even give you the specific references to locate copies near you, if you inquired by phone or e-mail.


Tuesday, April 07, 1998 #1561
What is your opinion regarding those web sites that tend to focus on technology. Do these sites usually attract a larger pool of advertisers. I've noticed that Entertainnment sites tend to attract a larger audience, but what about those technology sites. Do you know of any statistics regading such matters?

The Media Guru Answers(Tuesday, April 07, 1998 ):
It depends on how you define "entertainment sites" and how you define "audience".

Relevant Knowledge for example, which uses "unique visitors" as it primary measure, publishes its top 25 sites measured.

6 of the top 12 sites are search engines. The biggest one which is not a search engine is Netscape which the Guru feels gets most traffic by virtue of the fact that most people don't know how to reset the "homepage" setting and so go to Netscape everytime they start their browser.

Others are also "default sites" such as aol.com and msn.com.

Disney/ABC/ESPN is the top entertainment site and Pathfinder, CNN, Wired, MSNBC and Blue Mountain Arts (web greetings) are the other "entertainment sites" on the list.

Microsoft, CNet, and ZDNet are the technology sites listed and they beat all entertainment sites except for the Disney/ABC/ESPN combo.


Tuesday, March 31, 1998 #1558
Where on the net can I find a complete source for trade journal and magazine advertising?

The Media Guru Answers(Monday, April 06, 1998 ):
Standard Rate and Data Service (SRDS) is the place on the web where you can buy the information. The Guru doubts there is any comparable, free data on the web.

MRI is now offering a vast consumer magazine database, in a web-like format, on a free cd-rom.


Sunday, March 29, 1998 #1556
Could you please tell me where I can find on-line books about theory and practice of advertising.

The Media Guru Answers(Monday, April 06, 1998 ):
Amazon and Barnes and Noble are good on-line sources of business books.

The Guru has not found any full texts of advertising books on line. Look at the Guru's Encyclopedia of Media Terms and Parts of a Media Plan.

Many Universities with advertising curricula have course outlines on-line.

By now the Guru's archive of hundreds of answers is a large part of an advertising text, albeit not very organized and somewhat media skewed.


Thursday, March 26, 1998 #1555
Where can I find information on the target market of the SUV industry.

The Media Guru Answers(Monday, April 06, 1998 ):
Simmons and MRI are the most common, generally available resources for identifying product purchasers in the process of determining marketing targets.


Thursday, March 26, 1998 #1554
Has there been any research done recently (in the 1990's) on Print advertising wearout?

The Media Guru Answers(Monday, April 06, 1998 ):
Major research if this sort would have been reported in the Journal of Advertising Research


Wednesday, March 25, 1998 #1552
I am looking for software that will help our small media company track results from DRTV campaigns. At this point in time we are spending hours & hours entering data using plain old spreadsheets to generate graphs & tables. Do you know of any software or a company who may be interested in helping us out? Thanks.

The Media Guru Answers(Monday, April 06, 1998 ):
Try the Direct Marketing Association (DMA)


Wednesday, March 25, 1998 #1551
Who would have the most up-to-date information or documents relating to media fragmentation?

The Media Guru Answers(Monday, April 06, 1998 ):
Try the Advertising Research Foundation Library


Tuesday, March 24, 1998 #1549
Dear Guru, do you have any information regarding internet usage and seasonality? For instance, do overall online visits decrease in the summer, just as TV PUT levels decrease?

The Media Guru Answers(Monday, March 30, 1998 ):
The Guru suspects not.

-Heavy internet users tend to be of the same type as lighter TV viewers, anyway.

One may be able to get toplines from Media Metrix or Relevant Knowledge, the only monthly, survey measures of the web which are at least partly released to the public.


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.


Monday, March 23, 1998 #1543
Our company is currently trying to put itself on the internet. Is there an independent company that handles log analysis for companies that are starting out. Perhaps you can tell us if there is a reliable software that handles such task.

The Media Guru Answers(Monday, March 30, 1998 ):
AMIC uses "HitList" by Marketwave , which resides on our own server.

Another option is an offsite log analysis of the type provided by companies like Netcount


Monday, March 23, 1998 #1541
I need latest info on the recency theory for tv media planning and the general opinion of the industry on this theory.

The Media Guru Answers(Monday, March 30, 1998 ):
Trade publications like Ad Age, Mediaweek and Jou rnal of Advertising Research cover this topic regularly, with articles from Erwin Ephron, Walter Reichel and John Paul Jones.

Newsweek Media Research Index and theAdvertising Research Foundation Library also archive such information.

The Guru believes the industry is still divided on Recency vs Effective Reach.


Monday, March 23, 1998 #1540
Recent studies on Outdoor studies (audiences), where can I find?

The Media Guru Answers(Tuesday, March 24, 1998 ):
In the U.S, Advertising Research Foundation, and Newsweek Media Research Index. In Europe, ESOMAR , the European Survey, Opinion and Market Research organization, may be a source.


Monday, March 23, 1998 #1539
Where can I find Papers and Communications on Press Circulation vs Press Audiences, meaning average readers per issue?

The Media Guru Answers(Tuesday, March 24, 1998 ):
In the U.S, Advertising Research Foundation, and Newsweek Media Research Index. In Europe, ESOMAR , the European Survey, Opinion and Market Research organization, may be a source.


Friday, March 20, 1998 #1537
Could you please tell me where I can find out about Asian advertising standards. I understand they are called "Zenith Media". Thankyou

The Media Guru Answers(Friday, March 20, 1998 ):
Zenith Media is the Media Services arm of Cordiant (Saatchi and Saatchi, Bates, etc).


Tuesday, March 17, 1998 #1533
I am starting an online business soon, and I am perplexed as to what methods to utilize with our limited budget of $5000 per month. I want to initially do my advertising exclusively on the net, and I have been looking into using an interactive ad agency. What kind of targeted traffic should I expect for my budget, and what methods will an agency use to create traffic, besides search engine listings and optimization?

The Media Guru Answers(Friday, March 20, 1998 ):
$5000 might buy just a month of banner display on a major, general audience website. at $10 per thousand impressions. Therefore, you would have 500,000 impressions and perhaps click-thru 5,000 - 10,000 traffic to your site. Of this traffic, you might get 25 - 100 sales, depending on what you're selling.

Other, more targeted sites might sell for less out of pocket, at a higher cpm (e.g $25-$100), but ultimately generate more sales ROI because their audience is more likley to be interested in your product.

Another technique that an agency might use is a revenue sharing model, wherein sites which send you customers earn a share of your revenue from visitors "referred" by their site.


Tuesday, March 17, 1998 #1532
Dear Guru, I could use your help with a quick internet fact. Approximately what percentage of online advertising consists of banner ads? Thanks!

The Media Guru Answers(Thursday, March 19, 1998 ):
A lot of the answer depends on definitions: If you define "online" as www, and define "online advertising" as commercial messages occupying a portion of a page on a site not owned by the advertiser, and you define "banner ads" as commercial messages more or less complying with the IAB / CASIE standards, then the answer is virtually 100%.

If you define "online" as including the entire internet, and "online advertising" as including sponsored e-mail discussion lists, spam to newsgroups and individuals, various commercial messages on the commercial on-line services like AOL, plus "interstitials" and commercial web sites themselves, banners may still be the majority, but in an incalculable proportion.


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.)


Saturday, March 14, 1998 #1529
Can i have a copy of the folowing study or excerpts of the same from somewhere. Is there any site on the net where i can acquire related info. 1956 - DANIEL STARCH - HOW DO SIZE AND COLOR AFFECT AD READERSHIP? Thanks rahulthappa@yahoo.com

The Media Guru Answers(Saturday, March 14, 1998 ):
Go to Starch Tested Copy , a service of Roper Starch.

The Advertising Research Foundation Library and Newsweek Media Research Index should aslo have copies of this classic.


Friday, March 13, 1998 #1528
Do you have any research regarding the impact of spreads vs. the impact of pages in magazines?

The Media Guru Answers(Saturday, March 14, 1998 ):
Starch Copy Tests , a service of Roper Starch, is best known for such comparisons.


Friday, March 13, 1998 #1527
What is a good source to correlate DMAs with ZIP Codes? Or is there an intermediate step required?

The Media Guru Answers(Friday, March 13, 1998 ):
Nielsen Media Research, the creator of DMA's, publishes a reference book for this purpose.


Tuesday, March 10, 1998 #1523
What is the recommended duration to run an initial online campaign drawing traffic to a new web site. 2 months? 3 months? Will there be message wearout? Also should banners be changed weekly?

The Media Guru Answers(Tuesday, March 10, 1998 ):
  • Since your server log will tell you how traffic is building, plan to run the campaign until a desired traffic level is reached or until the growth curve flattens.
  • The research seems to indicate that there is a sharp fall-off in response after 3 exposures to a banner. So wearout will be fairly rapid, if you place your banners on sites with a lot of repeat visitors instead of high turnover, or on related sites that get the same visitors.


Monday, March 02, 1998 #1518
Have you come across any qualitative research on impact of TV spot position in break? Increasing number of our clients have started insisting first and last in break being the best spot in any given break. Is it true? Any supportive research aside from rating analysis? From: mindshare

The Media Guru Answers(Monday, March 02, 1998 ):
The Advertising Research Foundation library is your best bet.


Monday, March 02, 1998 #1517
Question: I'm looking for a percentage breakout of OOH advertising usage by industry. Can you provide it? Or tell me where I can find it? Thanks.

The Media Guru Answers(Monday, March 02, 1998 ):
CMR(Competitive Media Reports) tracks OOH.

You may also find that larger OOH sellers, like Eller, Outdoor Systems, and TDI can help you.


Monday, March 02, 1998 #1516
Dear Media Guru, I am interesting on internet Planning. I would like to know if there is something written about it. Thank you very much.

The Media Guru Answers(Monday, March 02, 1998 ):
There are regular articles in Ad Age and C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment publishes research on measurement of various internet advertising techniques and approaches.


Sunday, March 01, 1998 #1515
We are considering cinema advertising for our national automotive client. We have a launch scheduled for 2Q, so we are looking into a 4-week flight to launch our :60 unit in cinemas. We are doing an analysis of the category - Screenvision and Cineplex. The question is, are there any other cinema networks that we should look at? Also, where would be the best place to find additional information about cinema advertising in general?

The Media Guru Answers(Monday, March 02, 1998 ):
You have mentioned the largest players.

You should also find that they are the best sources of available research on the topic.

S immons and The MPAA have data on movie attendance.


Friday, February 27, 1998 #1513
Dear media Guru, I have to do my research paper on "Media monopoly",which sources (book, web site, journal,etc.) I can find more information? Now, I've read "The media monopoly" by Ben H. Bagdikian and "We the Media". Thank you.

The Media Guru Answers(Friday, February 27, 1998 ):
The Electric Library is a good source for articles on business topics.

You should also be able to find some material at Ad Age


Friday, February 27, 1998 #1512
Are you aware of any research that would support or disprove that statement that flyers or inserts increase newspaper readership or single copy sales. As an example: Individuals buy a particular daily newspaper because their favourite food store flyer is inserted. shutchinson@copelandcom.com

The Media Guru Answers(Friday, February 27, 1998 ):
The Guru would look on the The Newspaper Advertising Association site and also post the question to the Newspaper research discussion list:

send the message

subscribe newspaper-research

to
majordomo@infi.net

or the Mediaplanning discussion list

To subscribe to this list, send e-mail to: LISTSERV@AMIC.COM
with a message that says:
SUBSCRIBE


Wednesday, February 25, 1998 #1509
Dear Guru: Have you come across any qualitative research on impact of TV spot position in break? Increasing number of our clients have started insisting first and last in break being the best spot in any given break. Is it true? Any supportive research aside from rating analysis?

The Media Guru Answers(Wednesday, February 25, 1998 ):
The Advertising Research Foundation library and Newsweek Media Research Index are the best source for such information.


Wednesday, February 18, 1998 #1506
I am looking for information on optimization and the recency theory. Have you come across any good reports on this subject relevent to TV buying in the USA?

The Media Guru Answers(Wednesday, February 18, 1998 ):
The Advertising Research Foundation library is a good source as are the archives of Ad Age and Mediaweek.


Tuesday, February 10, 1998 #1505
Where can I find out the salary range for media planner/ buyers in the Columbus, Ohio area?

The Media Guru Answers(Tuesday, February 10, 1998 ):
Ad Age publishes salary surveys by position, by region. A Columbus-based recruiter who specializes in the advertising industry might also help you.


Tuesday, February 10, 1998 #1504
Describe trends in Country Music listenership over continental USA for past five years, please.

The Media Guru Answers(Tuesday, February 10, 1998 ):
An Interep report using S immons data from 1988 thru Fall 1996 shows a fairly constant growth in the cume audience of the country format:

It grew from 25,161,000 A18+ to 40,663,000. Only one downturn showed, in 1994


Tuesday, February 10, 1998 #1503
I have recently moved to the US after working with JWT, India for 5 years. While familiarising myself with the new terminology was easy enough, i need a better handle on the media industry- any articles on audience fragmentation,case studies on effective media strategy, or indeed any reading that you think would give me a holistic picture of the industry would be very helpful. Also,any pointers on where i could get hold of case studies on Nike,Levis,Budweiser,Volkswagen,Apple etc(I realise that is not a media related question, but would be grateful for help). Lastly, any research paper on how teenagers consume advertising. Thanks for your time and help.

The Media Guru Answers(Tuesday, February 10, 1998 ):
There is no one book that answers all your questions. The Advertising Research Foundation Library, however can provide much of what you need. The Newsweek Media Research Index will also be useful.


Friday, February 06, 1998 #1501
Which source could I find information regarding the top ten cities with the highest population of females 18-34?

The Media Guru Answers(Saturday, February 07, 1998 ):
Both Nielsen and Arbitron provide management booklets with DMA (Designated Market Area) population ranked this way. These are the standard media planning/buying geographies. Additionally, the Arbitron book has metropolitan area population, if that's what you need.

If you literally need cities, the U.S. Census site should have what you need.


Monday, February 02, 1998 #1498
Hello Guru Where can I find information on how peoplemeter and diary data differ?

The Media Guru Answers(Monday, February 02, 1998 ):
There have been innumerable articles published on this topic, especially in the mid '80's, when the NTI People Meter was introduced and, briefly, had competition.

The Advertising Research Foundation library could supply copies, if you are a member.

Nielsen likley has white papers available on the topic.


Friday, January 30, 1998 #1497
We have a website drawing well over a million readers every two months, popular among Christians of almost all denominations. We would like to contact an agency that can and would sell advertising on our website. Can you suggest a few agencies who would be capable and interested in acting on our behalf and achieve results? Thank you! Please answer jbhc@shani.net (George Gallup)

The Media Guru Answers(Saturday, January 31, 1998 ):
DoubleClick, WWwebrep and SoftBank are among the rep firms that might suit your needs.


Friday, January 30, 1998 #1496
Is there som way to find out what web sites sell vertical or square ad banner units versus horizontal (rectangular) banners? Our target is business professionals and our creative and messaging really beg for a vertical banner execution,not a horizontal one. The search engines don't sell this space unit.

The Media Guru Answers(Friday, January 30, 1998 ):
The major search engines sell advertsing briskly. Some less popular sites may be more willing. There are vertical and square banners in the IAB/CASIE set of "standard banners". (See AMIC's web Glossary)

When you find a site in which you are interested, just ask about the banners you want.


Tuesday, January 27, 1998 #1495
My business needs help developing an e-mail business- to-business DM program (using OPT-IN only lists) targetting the following segments: 1. Site Development Software or Services 2. Shopping Cart Software Providers or Services 3. internet Advertising and Promotion Products or Services 4. Merchant Accout/Transaction Processing Products or Services I would like your help in locating companies that can develop my e-mail DM program.

The Media Guru Answers(Wednesday, January 28, 1998 ):
The Direct Marketing Association (DMA) can guide you to DM program creators / providers.


Tuesday, January 27, 1998 #1494
Dear GURU I am interrested in media planning consultancy services. What are the most important services that these consultants offer? Would you please give me a list of the consultants company's servers. Thank you.

The Media Guru Answers(Wednesday, January 28, 1998 ):
The key service of such consultants is linking marketing goals to media solutions. See AMIC's "web Sites" area, under Media / Consulting Services.


Monday, January 26, 1998 #1492
This question may not be in your league but here it goes anyway. I am in search of software that can handle media planning in conjuction with accounting. In other words, place media buys and tie into accounting. Please let me know if you are aware of any such animal. Thank you in advance.

The Media Guru Answers(Wednesday, January 28, 1998 ):
There are several options. One of the oldest and most popular is Donovan Data Systems


Sunday, January 18, 1998 #1489
Can you indicate me where I can find medialandscapes (for advertising purposes) in Arizona, New Mexico and Texas : media expenditures, existing media, audience profiles. Thanks in advance.

The Media Guru Answers(Thursday, January 22, 1998 ):
The Guru does not believe there is any current single resource providing all this information.

It calls for information most typically provided by Standard Rate and Data Service (SRDS) plus CMR(Competitive Media Reports) plus several audience research firms, and would be organized by DMA or Metro area, not by State.

The now defunct trade publication, Inside Media regularly produced articles spotlighting markets, including most of the information you want. Perhaps someone archived these.


Friday, January 16, 1998 #1488
What are the key strengths and weaknesses of Network Radio?

The Media Guru Answers(Friday, January 16, 1998 ):
In the Guru's opinion, Network Radio's key strengths are coverage and efficiency. Weaknesses are rating size, and lack of clearance in-program.

See also the Guru's Media Advertising Strengths Page


Wednesday, January 14, 1998 #1486
Dear Guru, I would like to know whether there is a booklet having all the media information on Asia Pacific market, such as Advertising Expenditure, economic data, media environment (TV, press, radio etc) on a country by country basis.

The Media Guru Answers(Thursday, January 15, 1998 ):
Saatchi and other major multinational agencies often prepare these booklets.

The Telmar (AMIC'S sister company) office in Honk Kong might know specifically which agencies are best to ask.

Contact Lawrence Federman Telmar World Offices


Monday, December 29, 1997 #1482
Where can I find the address and phone nuber of CVS's ad agency, Ingalls, Quinn and Johnson? Also the agencies for Blockbuster Video and Eckerds Drugs? Thanx and a tip of the hat Philip Jay LeNoble, Ph.D. philipjay@aol.com

The Media Guru Answers(Monday, December 29, 1997 ):
Find contact information for agencies in The Standard Directory of Advertising Agencies

Find the advertiser's agencies in the The Standard Directory of Advertisers . Or ask the advertising department of media you observe them using.

Some sites offfer address and phone info for known companies. Try Switchboard or Four11


Monday, December 22, 1997 #1481
I would like to have the E-Mial address of Radio Recall Reserarch Inc., Holmdel, New Jersey My E-Mail Address is rahul_thpas@hotmail.com thanks.

The Media Guru Answers(Tuesday, December 23, 1997 ):
Switchboard and Four11 are two sites which offer email address search.


Monday, December 15, 1997 #1477
Dear Media Guru: Thank you for your prompt and informative answer to my questions regarding advertising agency organization. However, the information you provided begs a follow up question: in order to do my homework and put together a proposal that properly targets the clients that would be best served by the advertising opportunities we have available, how do I obtain a list of an advertsing agency's clients? Thanks again for your help.

The Media Guru Answers(Monday, December 15, 1997 ):
You need the The Standard Directory of Advertising Agencies


Tuesday, December 09, 1997 #1473
I'm preparing to develop a pricing strategy for a non-profit web site. We are looking to obtain both advertising and "development sponsorships" for the web site. Do you know of what other non-profits charge to advertise on their sites, and what other non-profits typically charge for sponsorships? Any advice would be greatly appreciated? Thank you

The Media Guru Answers(Tuesday, December 09, 1997 ):
In the Guru's experience, most non-profits don't carry advertising. But surely some do. You'll need to cruise the "org" sites and see who's got advertising and ask about pricing. The key determinants of ad pricing are usually traffic and selectivity of targeting.


Tuesday, December 09, 1997 #1472
Do you know who puts out the "SQUAD" report? Also, where can I find out more information on where and how the results of this report are collected. This is a report on Broadcast CPP analysis by daypart/market.

The Media Guru Answers(Tuesday, December 09, 1997 ):
SQAD (no "u") is published by Spot Quotations and Data Service of Tarrytown, NY. They are happy to provide methodological information. See selected SQAD data in AMIC's "Rates, Dates and Data area.


Thursday, December 04, 1997 #1471
Could you provide me with the E-Mail address of McDonald Research, Mr. Colin Mcdonald's Organisation or an alternate way of contacting Mr. Colin McDonald. Rahul Thappa rahul_thaps@hotmail.com

The Media Guru Answers(Tuesday, December 09, 1997 ):
The Guru uses e-mail address look-up sites such as Switchboard or Four11


Tuesday, December 02, 1997 #1469
I am conducting a study on factors influencind effectiveness of ads on FM Radio. I will be measuring ad-recall, w.r.t factors like ad-length, ad-position, ad block length, likeability. I am scouting for secondary info, but i do not seem to find any. I would like a copy of Mr. Colin McDonald's study on factors affecting ad-recall. Could you tell me as to where i could find the study and other relevant info. thanks. rahul_thaps@hotmail.com

The Media Guru Answers(Wednesday, December 03, 1997 ):
The best source is likely to be the Advertising Research Foundation library.


Tuesday, December 02, 1997 #1468
Hi there, I was given the a very ambitious goal - to promote a publishing company as well as its products with the less cost the better. The publications are financed by advertising sales. The distribution is world-wide. Apart from a website and some mailshots which are normally aimed at advertising sales thers has not been done a lot to actually promote the company or its products. Do you have any suggestions how to increase the market awarness with a small budget? How could I actually attract journalist by our publications to write about them? Thanks for your help Zino

The Media Guru Answers(Thursday, December 04, 1997 ):
This is not really a media question. You seem to be ruling out advertising as an answer and to be asking how to achieve free public relations coverage.

The simple answer to that is to identify journalists who write about publications or about the topics your publications cover. Find out what interests these journalists and send them press releases that will interest them.

You may find internet Newsbureau or PR Newswire to be useful resources.


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)


Sunday, November 30, 1997 #1466
Hi Guru: I am a marketing student and now doing a promotional campaign. My team needs to develop a media flowchart with reach, frequancy, GRPs, and yearly schedule by by month. I know there are softwares that does that, but we are only students and have no money to buy professional softwares like that. I would like to know if there is freeware that we could use to develop this chart or if there is anything we could refer to. Thanks a million. Please let me know ASAP cos this is due pretty soon. Sarah

The Media Guru Answers(Monday, December 01, 1997 ):
As with most specialized software that makes a job easier and a result prettier, there's also a tedious, less attractive choice.

Telmar's ADplus / Flowmaster is one of the best programs for media flowcharting. However, with no budget, you can probably do an adequate job for your school project with whatever spreadsheet program your computer has installed: Lotus 1-2-3, MS Excel, or MS Works, etc.

Just set your columns to 2 characters wide (enough for dates) for each week and you can create a flow chart. Activity bars can be filled in with special characters or shading.

Any text can be accommodated and total can be calculated; heavier lines dividing months and quarters are also easily done.


Saturday, November 29, 1997 #1465
hi there, I will be starting media planning studies in a few weeks, and wondered if you could help me find some free literature (on the web) , that explain the basic methods , and terms of the proffesion . thank you for your help. eran , Israel.

The Media Guru Answers(Saturday, November 29, 1997 ):
There is plenty of material, right here on the AMIC site, especially in the Media Guru area. Explore the "Parts of a Media Plan" and "Encyclopedia of Media Terms"


Thursday, November 27, 1997 #1464
How can I advertise my products in Spanish to South America via internet?

The Media Guru Answers(Friday, November 28, 1997 ):
First, of course, you would need a Spanish language web site. (We rule out email or newsgroup spamming).

By the nature of the internet, it is not directed to any country or contintent; sites are equally accessible to all. So your task is to make people in South America aware of your site. One way is to use traditional media to promote your site, but you don't seem to want to do that.

Another is to link with or advertise with sites known to appeal to South Americans. These may include the South American based airlines or other South American focused countries.

Another is the regionally specific portions of search engines like Yahoo.

You could also track down the multinational ad agencies' sites for their South American offices, and follow links to their clients. For example: Young and Rubicam of Argentina .


Thursday, November 27, 1997 #1463
What about wear on and wear out

The Media Guru Answers(Thursday, November 27, 1997 ):
"What about" is a question that invites too broad a response. The Guru has discussed wear out frequently: see Oct 27, below, and the Guru Archives under Media Planning, Media Effectiveness, Media Math and Media Research.

"Wear on" is not a familiar term to the Guru, perhaps it is peculiar to Italy, from where this query comes.


Tuesday, November 25, 1997 #1462
hi media guru, I am doing research for a client (a medical school) for recruitment advertising. With that, I am trying to locate newspapers and magazines that have special educational supplements,sections, banners, etc that would be appropriate for the client, (not necessarily medical publications) For example: NY Times Education Life section, we we currently are running,and some others, but need a source to breakout the pubs, so I don't have to call across the country. Are there such services and /or books of this nature. Can you help? Please?

The Media Guru Answers(Tuesday, November 25, 1997 ):
One such book is Standard Rate and Data Service (SRDS)Newspaper Advertising Source


Thursday, November 13, 1997 #1455
Are there any sites on the Net that provide information on advertising agencies? i.e. Name, Location annual income? I'm trying to do some qualifying and this information would be of help. Thank You,

The Media Guru Answers(Friday, November 14, 1997 ):
The Standard Directory of Advertising Agencies is the standard source of such data. It is expensive and would not likely be found on the web for free. There are compilations of links to agency sites, such as the one in AMIC's web Sites area.


Tuesday, November 11, 1997 #1454
Dear Master Media Guru: As a graduate student in Media Communication, I like to know how I will go about getting informations and resources to do my thesis paper. I plan to compare between traditional advertising and the new media (ex. internet advertising).

The Media Guru Answers(Thursday, November 13, 1997 ):
You would need to be much more specific for the Guru to help you. To answer so broad a question, the Guru could only recommend contacting some New Media for their recommendations.


Thursday, November 06, 1997 #1452
Dear Media Guru! I would like to know US per capita advertising in 1970 and 1995 or 1996. If it's possible, I also would like to know total US advertising expenses in 1970 and 1995 or 1996. Thank you very much.

The Media Guru Answers(Thursday, November 06, 1997 ):
Ad Age publishes these statistics annually.


Tuesday, November 04, 1997 #1449
I'm looking for research on TV spot schedules vs. placing the monies on an infomercial instead. What are the advantages or disadvantages?

The Media Guru Answers(Wednesday, November 05, 1997 ):
The Guru's answer is based on the assumption that your "spot schedule" would also be direct response effort.

Research would take back seat to actual tracking of results and no one knows everyone's results.

The key theoretical difference would be much greater schedule dispersion for the spots, hence greater reach.

There would also be greater frequency for the spot schedule.

On the other hand, infomercials tend to run in fairly standard time blocks, e.g. weekend morning, overnight, etc. Therefore there is a certain segment who intentionally "shops" the infomercials.

The Direct Marketing Association (DMA) may have some tracking data regarding specific cases.


Tuesday, October 28, 1997 #1447
WHAT ARE A FEW web SITES THAT TARGET TEENS (AGES 12-17)?

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.


Monday, October 27, 1997 #1446
I am trying to come up with a good media mix for an anti-theft shopping cart device that is going to be introduced to Bay Area grocers.However, I couldn't find the right trade media that can do the job. So, could you give me lists of advertising media that I can contact for further info. Thank you very much.

The Media Guru Answers(Tuesday, October 28, 1997 ):
Consult Standard Rate and Data Service (SRDS) Business Publication Advertising Source to find media for grocers. The Guru doubts that there are many media for Bay Area grocers but there may be general business media for the Area or for California, or local retailers' trade association newsletters you could find by talking to a store manager or two.


Friday, October 24, 1997 #1444
My target market is : Business people and holiday makers ( frequent flyers ) in the following regions/cities. Could Media Guru supply me with a candidate list of the BEST ( highest reach ) media as well as contact details : The cities are : New York, Miami, London,Perth , Sydney, Hong Kong, Bankok, Osaka, Sao Paolo, Rio, Toronto, Frankfurt, Zurich, Copenhagen, Dubai, Bombay, Paris, Tel Aviv. Secondly , I would be most grateful id you could also supply me with a list of primary Travel/ Trade Journals which cover the same cities. Many thanks in anticipation.

The Media Guru Answers(Monday, October 27, 1997 ):
You need to consult media guides such as Standard Rate and Data Service (SRDS) for the U.S. and International Media Guide for the rest of the world. Various audience and circulation measures, appropriate to the locality would be called for, but the circulation provided by these guides is a good start.


Friday, October 24, 1997 #1443
I work for an ad agency that does patient recruitment advertising for clinical trials. We have experienced great difficulty in recruiting older patients (such as 65+) in alot of our major markets, such Philadelphia, Phoenix, Miami,Charlotte. We have tried newspaper advertising, radio advertising and television. But our response rate is still very low. Is there something I'm forgetting, do you have any tips on targeting and recruiting individuals over 65. Help!!!

The Media Guru Answers(Friday, October 24, 1997 ):
Persons 65+ have media preferences that differ from younger consumers. Presumably, you have used Nielsen TV, Arbitron Radio and Scarborough or other newspaper research to determine the best media placement, quantitatively.

Newspapers may also offer research on preferred sections for this demographic.

When you have determined that your message is reaching enough of the targeted persons, and yo're certain that you're using programs that enhance credibility (such as TV/Radio news and personality radio, then you need to look to the creative to determine if there is adequate credibility and persuasion.

The mature market has been shown to respond differently to ads, to seek more detail, and want to trust an advertiser.

Major metropolitan markets may raise more trust oriented issues.


Friday, October 24, 1997 #1442
The South African Advertising Research Foundation is planning to include "quality of media contact" in our next All Media & Products Survey. Are there any studies/methodologies available so we don't have to re-invent the wheel? Many thanks. Ron Silke

The Media Guru Answers(Friday, October 24, 1997 ):
The best research resource for this kind of literature would be the library of the U.S. Advertising Research Foundation


Thursday, October 23, 1997 #1440
Hi Guru- 1) Briefly, what does CPP stand for? 2) Have you seen any good sources that compare the costs (CPM) of various media (billboard, banners, radio, newspaper etc)?

The Media Guru Answers(Thursday, October 23, 1997 ):
CPP is Cost Per Point. "Point" refers to Rating Points, the sum of the ratings of the ads in a schedule. So cost per point is schedule cost divided by number of rating points.

CPP is also used in describing the average cost of media or programs.

MediaWeek publishes a handy guide to media costs. SQAD publishes guides to various broadcast media.


Tuesday, October 21, 1997 #1439
Dear Guru: Do you know of any facts or statistics that explain how ad clutter (especially in local television news) affects the retention and overall effectiveness of the spot? I'm particularly interseted in the automobile category (local dealers, dealer groups, and manufacturers), since there is an overwhelming amount of it in our local tv news programming.

The Media Guru Answers(Tuesday, October 21, 1997 ):
From time to time, TV "attentiveness" figures have been produced by S immons and MRI. among others.

Generally, the figures seem to correlate inversely with commercial load, and to some extent, directly, with rating size.

The Advertising Research Foundation or Newsweek Media Research Index may have some of the published reports.


Saturday, October 18, 1997 #1438
Dear Guru Could you please give me your views/suggestions on the following: 1. How can you set media objectives for a banking client in a market with only two major competitors; both of whom do not have a clear-cut advertising campaign? Would a % above last years GRP levels be appropriate; in proportion to the market share desired? What other parameters should I consider? 2. Qualitatively or quantitatively, how can front page solus positions in newspapers be compared with inside pages and ear panels? 3. And lastly, how do you add TV and press GRPs; for a specific audience? Sorry about the long query. Thanks in advance

The Media Guru Answers(Saturday, October 18, 1997 ):
As a rule, the Guru sets media objectives based on marketing goals, not competitors' activity. Some marketing goals do indeed lead one to comparsions with competition, and awareness of competitors' plans is always a consideration.

If the key marketing goal is share growth, then a proportional increase in weight is one approach. But consider that share, like reach, exhibits an asymptotic curve. In other words, it can't pass 100%, so the higher it goes, the more effort is required to "move the needle."

Consider: You first assume that "X" amount of GRP's are required just to maintain share, on the assumption that competitive activity doesn't vary (and that advertising is the only variable influencing share).

Have you considered whether current share is proportional to share of GRP weight among competitiors?

Would 50% more GRPs grow share by 50%? No, if only because it increases the size of the total advertising arena. Your 50% increase in GRP does not increase your share of GRP by 50%, so calculate the right number to increase share of GRP, if you follow that philosophy.

But since there are competitors, perhaps it takes 50% more weight to gain 25% more share?

Newspaper positions can be compared on a basis of noting, reading, recall, etc. In each country or culture (you are writing from India), the relative power of media and the way consumers relate to them are different.

In the U.S., for example, a front page ad in a newspaper would be quite unusual if not unheard of.

Contacting the U.S. Advertising Research Foundation or ESOMAR, the European Survey, Opinion and Marketing Research organization, or your own country's newspaper advertising association may turn useful up research on positioning.

The Guru treats GRPs of different media as simply additive. When there are established effectiveness factors, as some advertisers have developed, GRPs may be accordingly adjusted before adding, in comparing plans.


Thursday, October 16, 1997 #1437
Where might I be able to find a source on European Cable providers?

The Media Guru Answers(Thursday, October 16, 1997 ):
ESOMAR, the European Society for Opinion and Marketing Research, may be able to help you.


Thursday, October 16, 1997 #1436
Could you recommend any PR/ Directmarketing books with a focus on publishing companies as well as for ad-sales companies thank you zino

The Media Guru Answers(Thursday, October 16, 1997 ):
Even though this is not a media question, the Guru notes having found numerous good advertising and marketing titles available through Amazon.com books


Wednesday, October 15, 1997 #1435
Do have a list available detailing the agengies and buying services that specialize in internet banner placement? Thanks Rick Pack

The Media Guru Answers(Wednesday, October 15, 1997 ):
In this field, there is virtually one new firm per day. Check our AMIC's web Sites area


Tuesday, October 14, 1997 #1434
Dear GURU, I'm a student who study media planning. I've to develop media plan for the new perfume. The target is female, 18-34 year old, upper income. Where could I find the consumer behavior,buying pattern and life style for this group? Thank you. Penny.

The Media Guru Answers(Wednesday, October 15, 1997 ):
For U.S. data, try S immons and MRI


Tuesday, October 14, 1997 #1433
How can be explained difference between peoplemeter and dairy data?

The Media Guru Answers(Wednesday, October 15, 1997 ):
Probably the biggest factor is the people meter's elimination of reliance on memory. Viewing not recorded during viewing can't be input later.

Some of the data other collection differences are:

Diary keepers are a new sample every report, while the meter sample is the same people for years at a time.

The meter relies on individuals to push their own buttons to record viewing. Diary keeping often becomes the burden of a single family member.

Discussion of differences could go on extensively, but try Nielsen


Tuesday, October 14, 1997 #1432
I want to advertise on various web sites. How do I find out who to contact to negotiate a deal for a particular site?

The Media Guru Answers(Tuesday, October 14, 1997 ):
Virtually all sites which carry advertising will have a link on the site -- usually on the top page -- to "advertising," "info," "sales," "contact," or at least "webmaster." One of these will be a page or e-mail link with the information you need. Many of the bigger sites are repped by sales organizations .A few of the companies which act as adsales representatives for websites are:

WWwebrep

Softbank and

Doubleclick


Thursday, October 02, 1997 #1421
I know there is a company that specializes in placing advertising in college newspapers but can't remember the name. Can you help?

The Media Guru Answers(Thursday, October 02, 1997 ):
You are probably thinking of CASS Communications


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


Monday, September 22, 1997 #1417
I'd like to ask about how to make a successfull site, or some address where can I find some information, tips to make my commmercial site better. I hope You can give me Reports, or BluePrints, or something like these.

The Media Guru Answers(Monday, September 22, 1997 ):
There are some interesting data linked from CommercePark

CASIE, the Coalition on Advertiser Supported Interactive Entertainment, compiles available research on web audience accumulation and ad effectiveness.


Friday, September 19, 1997 #1416
My company has a server that hosts two international newspapers. We would like to get some large companies to advertise on these newspaper's web sites, but have no idea how to go about getting in touch with the right people, or for that matter, who the correct people to contact are.

The Media Guru Answers(Friday, September 19, 1997 ):
A few of the companies which act as adsales representatives for websites are:

WWwebrep

Softbank and

Doubleclick

These all, especially the latter two, represent higher traffic sites, i.e. 1 million+ impressions per month. There are numerous other reps, which might be found through search engines like Yahoo


Tuesday, September 16, 1997 #1415
Can you direct me to a source for psychographic information on pet owners and how it drives their pet product purchase decisions?

The Media Guru Answers(Wednesday, September 17, 1997 ):
The standard resources for such data are MRI, S immons and The Mendelsohn Media Research Affluent Study


Tuesday, September 16, 1997 #1414
We are in need of international media planning sources. We need planning data for the U.K. and the Caribbean. We are interested in sources that will identify available local market advertising media to begin our media selection process. We also need audience delivery research sources. The media classes that we are considering are: television (local broadcast and cable), local market radio, newspaper, magazines, outdoor and transit. If anyone could help, we would appreciate it. Thanks!

The Media Guru Answers(Tuesday, September 16, 1997 ):
There are media services which offer international support. The Standard Directory of Advertising Agencies (The Redbook) would list these. Another option is to form an affiliation with small local agencies in each country.

"The Caribbean" covers a multitude of countries and you will find agencies mostly divided along language lines, i.e. Spanish speaking vs English speaking vs French speaking islands, such as Puerto Rico vs Jamaica vs Martinique, as well as by national affiliation, i.e. different agencies for Puerto Rico vs The Domincan Republic.

One organization, Publicitas offers print representation around the world and may be helpful with other media.


Tuesday, September 16, 1997 #1413
dear guru congratulation for your job! could you suggest me any link or site about "cash for viewing advertisment" like cybergold, freeride ecc.. and do you know other examples of them maybe in europe? thanks lucaz!

The Media Guru Answers(Tuesday, September 16, 1997 ):
Another one is The Vault


Tuesday, September 16, 1997 #1412
Dear GURU, Please inform us how can we reach the organisation who sends free magazines and catalogues on the subject of the media and advertising research. Thank you, Nana Morbedadze

The Media Guru Answers(Tuesday, September 16, 1997 ):
The Guru is not familiar with any such organization.

Inside Media was a free, controlled circulation magazine with the subject matter you want, but it's been out of business for some time. AdWeek and MediaWeek cover these topics, but are not officially "free."

Direct Mail catalogs of such information may come from many organizations, such as American Demographics.

There may yet be, somewhere in the world, an organization distributing free advertising and media trade magazines, but the Guru is not on their lists. Or doesn't speak their language.


Wednesday, September 10, 1997 #1411
Dear Guru, I am a Software developer in Brazil and I would like to develop new Reach & Frequency Software with optimisation. Must I use Simplex method? Is there any other more efficient method? Alexandre Crivelaro, criva@gsoft.com.br.

The Media Guru Answers(Wednesday, September 10, 1997 ):
Most optimization sytems work by adding the "next most efficient quantum of reach." This may be more efficient from a programming perspective, but a system which builds a new plan at each increment of spending can take advantage of the best overall interaction of the media. This will produce more reach-efficient plans.

AMIC's sister company Telmar uses this second type of optimization.


Wednesday, September 10, 1997 #1410
Dear Guru, we are utilizing newspaper to reach the leisure travel market(weekend travelers)for hotel properties. Can't find any research on how well the "weekend guide" versus the Sunday "travel guide" sections perform in regard to : How well do each of the sections reach the local market and/or feeder markets? Are readers looking at Sunday "travel" for outbound opportunities only? Any answers on the use of each section would be appreciated. I know it looks like a no-brainer, but we need some info. to back- up our recommendation. Thanks tons, janet_sullivan@richards.com

The Media Guru Answers(Wednesday, September 10, 1997 ):
The The Newspaper Advertising Association is a good source for this type of information.

Another is the e-mail discussion list they operate, where such questions might be answered from the differing perspectives of the many newspapers which participate in the discussion

To join this discussion send e-mail to Majordomo@infi.net . The message should have no subject and a body saying only

"SUBSCRIBE NEWSPAPER-RESEARCH your-full-name"

don't type the quotes, and be sure to insert your name, not your e-mail address, where indicated.

Another resource where your media professional peers can share information, is AMIC's own Media Planning discussion, whose archives are in Ad Talk.

To join this discussion send e-mail to listserv@amic.com . The message should have no subject and a body saying only

"SUBSCRIBE Mediaplanning"

again, don't type the quotes.


Thursday, September 04, 1997 #1409
Dear Media Guru, I would be grateful for any tips or direction you could provide in researching the trends of movement from large agency media buying to more specialized independent media consulting and how it impacts clients?

The Media Guru Answers(Saturday, September 06, 1997 ):
This "trend" dates back to 1969 or earlier and has been covered extensively in the media trades, many now defunct, like MediaScope, TV/Radio Age, and Inside Media Others, still in business, like Ad Age have also covered the topic extensively. Good libraries will have back issues and a searchable index.


Wednesday, August 27, 1997 #1402
Dear Guru, I am a student for my MBA entrusted with Setting Up Media Independents in South-East Asia" I am specifically refering to Philippines, Indonesia, Taiwan & Malasiya. Despite the fact that these Media independenst have set up shop in Hong Kong & Singapore , they have not been able to get the success they claim to have achieved in US & Europe. * What are the trends in the US & Europe in terms of business moving from full service agencies to media independents * What do clients look for in a Media independent * What kinds of service do these firms provide * What are their Salary & incentive structures * How are they configured(i.e. organization structure) * How do they charge- Fee or commision or both * what are the financial dynamics * what kind of staffing is required * what degree of independence do they enjoy * the level of tranparency do they have with the client * what software do they use & how useful is that * what should be ther marketing pitch for ther own services in S-E Asia These are a few questions I have been trying to gain insight into. I have already made some inroads in gathering some information & data but it is not conclusive. This kind of research has not been conducted ever in the school and it is my desire to make a good dissertation. I want to leave the school a good document so that others wanting to move into the advertising and media industry. I am sure you can help me given your extensive network. Please let me know of any other people that you think can help me get more info as well as opinion. Guru, I understand that I am asking for too much & I am getting too demanding, but I have no other place to look for data articles and the experience that you have in the industry. Thanking you, with warm regards, Vivek Mehta e-mail: vivs@aim.edu.ph Tel: 00-63-2-8181629 (home- after 10:00 Manila time) 00-63-2-8924011 to 25 (school)

The Media Guru Answers(Monday, September 01, 1997 ):
You need to do a literature review of Ad Age and comparable Eurpoean publications, such as Campaign


Saturday, August 23, 1997 #1401
I would like to get a copy of the research that was done recently on the impact of PSA's. Thanks.

The Media Guru Answers(Saturday, August 23, 1997 ):
You are probably thinking of the Advertising Research Foundation / Ad Council Colon Cancer campaign study of 1989-1990.

It and some others are briefly summarized on the Ad Council site and would be available in more detail in the published proceedings of the Advertising Research Foundation conference at which it was presented.


Thursday, August 21, 1997 #1398
Is there a place on your site or any other site where there is a listing of media (specifically radio and tv and newspaper) terminology? Also is there a site that gives some info. of the basic techniques of buying radio, tv and newspaper?

The Media Guru Answers(Thursday, August 21, 1997 ):
For terminology, see the Guru's Encyclopedia of Media Terms The Guru is not aware of any sites that "teach" buying techniques. One interesting resource is the U Texas Austin TECAS Media Planner site.


Wednesday, August 20, 1997 #1396
Who puts out a good radio and tv buying training book? How do I go about getting a hold of this information?

The Media Guru Answers(Thursday, August 21, 1997 ):
At Amazon Books, the Guru found Ntc Business Books' Introduction to Advertising Media : Research, Planning, and Buying by Jim Surmanek, who also has one of the standard media planning texts.

The same publisher also offers The Media Handbook / A Complete Guide to Advertising, Media Selection, Planning, Research & Budgeting by Helen E. Katz

The old standard media text Advertising Media Planning by Jack Z. Sissors, Lincoln Bumba probably gives less attention to buying.

There are many more books about planning than buying. Probably because (the Guru believes) broadcast buying can't be learned from a book. After the basic facts are digested: understanding ratings, cpm, programming and forecasting, it's people skills and technique that matter.


Monday, August 18, 1997 #1392
Is there a company, or a source, which is capable of measuring Reach/Frequency of any/all media combined?

The Media Guru Answers(Monday, August 18, 1997 ):
The ADPlus system, from our sister company Telmar, can combine reach and frequency from all media. Some media must first be calculated by other systems and then be brought into ADplus for combining


Wednesday, August 13, 1997 #1390
What are the differences in demographics/psychographics of viewers of morning news, noon news, early news, and late news?

The Media Guru Answers(Thursday, August 14, 1997 ):
For the demographics, you need Nielsen . Psychographics would come from Simmons or MRI


Wednesday, August 13, 1997 #1389
Kindly give detailed examples of successful companion advertising campaigns that have used plastic cards (e.g. smart cards, credit cards, pre-paid telephone cards) as a medium for advertising placement. How can a telephone corporation sell advertising space on the back of its prepaid phone cards?

The Media Guru Answers(Wednesday, August 13, 1997 ):
This is not actually a media question. Phone cards and affinity cards are business / promotional deals rather than media deals, in the Guru's experience. That is, marketer "X" has one million phone cards printed to order by telephone company "A." If they are $5 phone cards, marketer "A" may pay $2.50 apiece, and use them as premiums or whatever. It's more like buying calendars with your logo than placing advertising. The marketer distributes the cards, not the phone company.

Other affinity cards, like a Baseball Team's Visa Card, generate a fee to the team or league from the bank which actually supports the card. This too, is not an advertising placement.

There may be studies of marketing use of phone or credit cards in the library of the Advertising Research Foundation


Monday, August 11, 1997 #1388
Before we start media plan, we wanna know which factors could help us to define a media strategy to present. Please consider that we are talking with a marketing manager. present our strategy with s.

The Media Guru Answers(Monday, August 11, 1997 ):
Please look at The Guru's "Parts of a Media Plan". The flow of information from "Marketing Situation" through "Objectives" and on to "Media Strategy" will answer your question.


Sunday, August 10, 1997 #1387
Hello, I am looking for research on relative campaign build (and speed of build) for cinema and tv. Is there any readily available research you can direct me to. Thanks Lisa Campton, Media Strategist, Saatchi & Saatchi Sydney

The Media Guru Answers(Monday, August 11, 1997 ):
Speed of campaign build, whether you mean reach, awareness or other factors, varies from one media environment to the next. Factors include the number of media, overall cume potential and media consumption habits peculiar to the specific culture. For example, cinema advertising, a major force in many countries is relatively insignificant in the U.S.

The cume of cable TV advertising in a country with 5 or 10 cable networks and 40% penetration will be vastly different than a country with 70% penetration and 50 channels available to the average subscriber.

In the U.S. the Advertising Research Foundation maintains archives of published research on such topics, much of it from other countries, and can often direct researchers to other, appropriate resources. You might also try

The Market Research Society of Australia Ltd P.O. Box 697
North Sydney, NSW 2059
Ph.612-9955-4830
Fx. 612-9955-5746
email sydney@onaustralia.com.au

OR

The Marketing Association of Australia and New Zealand
3 Melton Ave.
Carnegie, Victoria 3163
Ph. 613-9578-8610
Fx. 613-9578-7365


Friday, August 01, 1997 #1381
I would like to have an explanation concerning the variables a,b,c,d used in S. Balasubramanian's model of 1990 to calculate the A&P/S ratio.

The Media Guru Answers(Friday, August 01, 1997 ):
If the report you are apparently reading does not sufficiently explain the variables, you can contact Dr Balasubramanian directly. One of his studies is reported here on AMIC within Abbott Wool's Market Segment Resource Locator among the research samples. It's "ETHNICITY AND SHOPPING BEHAVIOR" Ethnic CHoice Orientation (ECHO)" , complete with a Mailto: link to the professor.


Wednesday, July 30, 1997 #1379
Hi. I am trying to find out what methodologies have been used to measure "readership" of circulars and brochures that come thru the letterbox. Is there a "currency" measurement that exists for this medium ?

The Media Guru Answers(Wednesday, July 30, 1997 ):
The Guru has only seen circulation audits for these "media"

No doubt some distributors, somewhere, have commissioned readership research.

The best place to look, if you don't know any such distributors, is the Advertising Research Foundation library or the Newsweek Media Research Index


Thursday, July 17, 1997 #1375
When do people decide to watch a certain show or special program on TV? ie a week ahead, a day ahead, an hour?

The Media Guru Answers(Thursday, July 17, 1997 ):
The Guru has not encountered research on this particular question. If any has been published, it is most likely available through the Advertising Research Foundation or the Newsweek Media Research Index


Wednesday, July 16, 1997 #1374
In regards to web/online advertising there is a new term I am unfamiliar with. This term is "Interstitial" ad space different from that of an ad banner, button or portal. Can you provide a definition for this term?

The Media Guru Answers(Wednesday, July 16, 1997 ):
"Interstitial" space is a full screen ad that is reached by clicking on a banner before the viewer arrives at the advertiser's actual site, or because there is no actual site for that advertiser. It may be an actual, traditional ad with a link onward to the advertiser's site or no further link at all, though the connotation of the word "interstitial" is something between other things. One example is the Buena Vista page where AMIC vistors are taken if they click the Buena Vista banner.

A portal, on the other hand is a major ad bearing "entry point" to the web thorough which masses of users enter the web An example is Netscape's home page, which is the default home page loaded by the Netscape browser, until changed by the user. And many never think about changing it. Major search engines may also be used as portals.

A button is merely a smaller sized banner, generally 125 pixels wide or less.


Sunday, July 06, 1997 #1371
I am interested in learning about media placement on the internet. Where do you start? If you can reference any good reading materials. Help! I need a quick learning fix? Thanks.

The Media Guru Answers(Sunday, July 06, 1997 ):
The Guru has discussed this topic many times. You can use your browser's "Find" button to search this page for references to the topic or look in the Guru Archive

There are web rep firms, like webrep and "consolidators" like Softbank which are resource that can provide general information. As the web grows and new advertising models gain popularity, the best planning ideas change and recycle, such as banners for awareness --> banners for click-through --> banners for clicks for revenue generation --> banners for awareness.

Staying current generally means, at a minimum, reading the ad trade's coverage of web trends. There are some interesting essays on web advertising which appear among AMIC's weekly Think Piecesin the "This Week" section and in the Think Piece Archive

Ad Age has some articles and The New York Times On-line has several articles by Jamie Murphy, one of our "Think Piece" authors.


Wednesday, June 25, 1997 #1370
Dear Guru, I have a fundamental question for you. As media planners we recognise the need to look beyond numbers. How do you factor in the context in which the media is consumed,i.e. the frame of mind or mindset in which a program is viewed or a magazine read and the content of the medium, i.e. the edit environment, or the surrounding advertising. Is there any international learning on this subject? I am looking for research in this area, and examples of application of the same. Are there any brands you are aware of, that have consciously used such a philosophy in guiding their media plans? Thanks

The Media Guru Answers(Wednesday, June 25, 1997 ):
This "factoring" is the art of media planning. If it were achieveable by application of established values, media planning would all be done by computers and there would be little use for media planners.

Expressing a Brand's synergy with specific media placements, and expressing the interaction of that synergy with the marketing situation and goals, then using those ideas to "sell" a plan are the art and craft of media planning filtered through experience.

The writing of plans for many brands uses these techniques. Major package goods companies have long used general factors for weighting media, based on measured attentiveness, average recall scores, etc.

About 12 years ago a company called TAA developed a more complex measure for evaluating attentiveness and attitude toward programs, as an added way to evaluate programs, beyond cpm and similar, simple counts. It went out of business fairly quickly.

Two research compilations the Guru mentions regularly, at the Advertising Research Foundation and the Newsweek Media Research Index are the best sources to consult for published research in this area.


Monday, June 23, 1997 #1369
Newspaper advertising is often referred to as a "shopper's medium" and many advertisers list specific items with price points for those shoppers. Do you know of any statistics that indicate a percentage how many people fall into that "shoppers" category for various products (i.e. auto, grocery, clothing, retail merchandise, etc.) vs. those people who are more apt to shop at a particular store because of its location, reputation, overall prices where this type of advertising may not be as effective?

The Media Guru Answers(Monday, June 23, 1997 ):
The The Newspaper Advertising Association is most likely to have research on this topic. A second choice would be the Advertising Research Foundation


Monday, June 23, 1997 #1368
Dear Guru, (1) can you refer me to related research/ studies done in the area of qualitative content analysis of TV and print advertisements in Asia, especially in the comparison of Chinese and English advertisements? (2) Also, is there any literature on the deconstruction of meaning in advertisements? (3) What coding criteria should we use in constructing and deconstructing meaning in advertisements? Thanx!

The Media Guru Answers(Monday, June 23, 1997 ):
The Advertising Research Foundation library maintains the best records of U.S. research of this sort plus lists of international sources.


Friday, June 13, 1997 #1365
Dear Guru, Could you please give your opinion on what can be viewed as a recommended level of GRP, frequency and effective frequency for a highly competitive advertising category on TV. As an example we can take a carbonated soft drinks' category. What should be the planning guidelines? When and why we should use flighting (pulsing) or what is the rationale for a continous campaign. Additionally to TV which other media should we use and why? Thank you in advance, Bob

The Media Guru Answers(Friday, June 13, 1997 ):
You are actually asking for the complete Objectives, Strategies and communications tactics of a full scale media plan, without offering enough background.

Nevertheless, here are some considerations:

One theory of competitive media planning calls for delivering a minimum of 10% more impressions than the key competitor, in head to head media. This assures beating the competition in GRP, reach and effective reach.

Budget is a consideration. If there is not enough money to compete as above nationally, then selecting geography where the delivery advantage can be maintained should allow you to beat the competition, bit by bit, until you can afford national support.

When there are time-sensitive promotional issues, then pulsing can be an effective way to deliver more impressions over the crucial period. Recent media theory has emphasized the benefits of continuity, because "the impression delivered closest to the purchase decision is the most effective impression." In the soft drink category, where purchase decisions are constant, continuity may be generally preferable to pulsing.

In other, highly competitive, seasonal categories pulsing may be needed.

As far as recommending other media, that calls for more information, but please look at the Guru's Media Advertising Strenghths


Friday, June 06, 1997 #1362
Advertising sales models. do you have any for newspapers new staff.

My question is aimed at finding your opinion on web sales staff development or integration. Should a newspaper company try to train the existing print staff to sell their internet products and services or should a new internal staff be formed. Do you have any examples?

The Media Guru Answers(Friday, June 06, 1997 ):
This is purely a matter of opinion. On one hand the major computer magazine publishers, like Ziff-Davis or CMP who sell print space as well as space on major web sites, use different salespeople for each.

Smaller newspapers may not find there is sufficient business to justify a separate staff. Whether the website advertising is most often given away as merchandising or sold in its own right to the same local advertisers as the print or sells to national advertisers who might not be in the paper, would contibute to the decision.

The kinds of measurement and ways of deciding about where to advertise are quite different for on-line vs traditional media. It would seem most efficient to the Guru to train one of your print sellers in the intricacies of the 'net, and build around that person's learning with additional staff.

You may also find that there is insight offered by the very useful site of the Newspaper Advertising Association. The Guru believes they may have compiled various newspapers experience with selling the web. If not, they should.


Friday, June 06, 1997 #1361
Hi, I'm a student in Brazil. Please, could you answer these questions or indicate links in the web where I can find these info?

1) Concerning the choice of an agency, which are the most usual criteria?

2) Is there a formal communications / media plan? Who is responsible for ellaborating them and who actually applies it?

3) Which would be a good definition for briefing, and who makes it?

Only the first question relates to the choice of an agency. The second and third questions relate to the standard procedures adopted when an advertiser requests a job (for instance, the ellaboration of a communication strategy) for the agency.

The Media Guru Answers(Friday, June 06, 1997 ):
1) Different advertisers will have differing criteria. One may emphasize experience within its category, another may focus on marketing insight, still another on creative thinking. Media support may or may not be an issue in a review. A wise agency probes for as much information about advertiser needs as possible. A wise advertiser does its best to prepare candidate agencies to show theselves to their best advantage in the context of what the advertiser wants. Often the preliminary candidates are selected through a questionnaire circulated by the advertiser. A lot can be learned from careful reading of the questionnaire, especially "between the lines."

2) "Major" advertisers usually work with a formal communications and media plan, using objectives, strategies, and tactical concepts along the lines presented in the Guru's "Parts of a Media Plan"

Other, smaller advertisers, especially local retailers, may just make a buy "by the seat of their pants"

In the formal situation, the advertiser, with the agency account staff will typically agree to marketing goals which the Media Planners can interpret into media objectives and then into strategies and tactics. Also typically, a media buying staff executes these plans.

3) Briefing usually means an organized presentation (in person or on paper) of the marketing situation upon which plans are to be built to resolve the situation. The advertiser may give a marketing briefing to the account staff. The account staff may brief the media staff. The advertiser may do all briefings, especially if they have their own internal media staff.


Tuesday, June 03, 1997 #1359
I have been charged with a competitive TV media project whereby I need to get information on a local competitor's advertising on TV: how many spots do they run, on what stations, etc. Do you know of a company in Texas that does TV competitive analysis? Any information would be helpful. Thanks.

The Media Guru Answers(Tuesday, June 03, 1997 ):
The leading industry supplier of the information you describe is CMR(Competitive Media Reports)

Their reports include several markets in Texas.


Thursday, May 29, 1997 #1357
Hi, I'm a student in Brazil. Please, could you answer these questions or indicate links in the web where I can find these info?

Only the first question relates to the choice of an agency. The second and third questions relate to the standard procedures adopted when an advertiser requests a job (for instance, the elaboration of a communication strategy) for the agency. 1) Concerning the choice of an agency, which are the most usual criteria? 2) Is there a formal communications / media plan? Who is responsible for ellaborating them and who actually applies it? 3) Which would be a good definition for briefing, and who makes it?

The Media Guru Answers(Friday, June 06, 1997 ):
1) Different advertisers will have differing criteria. One may emphasize experience within its category, another may focus on marketing insight, still another on creative thinking. Media support may or may not be an issue in a review. A wise agency probes for as much information about advertiser needs as possible. A wise advertiser does its best to prepare candidate agencies to show theselves to their best advantage in the context of what the advertiser wants. Often the preliminary candidates are selected through a questionnalre circulated by the advertiser. A lot can be learned from careful reading of the questionnaire, especially "between the lines."

2) "Major" advertisers usually work with a fromal communications and media plan, using objectives, strategies, and tactical concepts along the lines presented in the Guru's "Parts of a Media Plan"

Other smaller advertisers, especially local retailers, may just make a buy "by the seat of their pants"

In the formal situation, the advertiser, with the agency account staff will typically aggree to marketing goals which the Media Planners can interpret into media objectives and then into strategies and tactics. Also typically, a media buying staff executes these plans.

3)Briefing usually means and organized presentation (in person or on paper) of the marketing situation upon which plans are to be built to resolve the situation. The advertiser may give a marketing briefing to the account staff. The account staff may brief the media or creative staff. The advertiser may do all briefings, especially if the have their own media staff, for example.


Thursday, May 29, 1997 #1355
Advertising sales models. do you have any for newspapers new staff.

My question is aimed at finding your opinion on web sales staff development or integration. Should a newspaper company try to train the existing print staff to sell their internet products and services or should a new internal staff be formed. Do you have any examples?

The Media Guru Answers(Friday, June 06, 1997 ):
This is purely a matter of opinion. On one hand the major computer magazine publishers, like Ziff-Davis or CMP who sell print space as well as space on major web sites, use different salespeople for each.

Smaller newspapers may not find there is sufficient business to justify a separate staff. Whether the website advertising is most often given away as merchandising or sold in it's own right to the same local advertisers as the print or sells to national advertisers who might not be in the paper would contibute to a decision.

The kinds of measurement and ways of deciding about where to advertise are quite different for on-line vs traditional media. It would seem most efficient to the guru to train one of your print sellers in the intricacies of the 'net, and build around that persons learning with additional staff.

You may also find that there is insight offered by the very useful site of the Newspaper Advertising Association. The Guru believes they may have compiled various newspapers expeience with selling the web. If not, they should.


Tuesday, May 27, 1997 #1354
I WOULD TO KNOW IF THERE IS ANY REASERCH ABOUT PURCHASE POWER OF AGE 18-39. I WANT TO KNOW WHY IN U.S.A THE DEMOGRAFIC RATINGS IS TO GROUP 18-34, WHAT IS THE REASON FOR THAT. THANK YOU MERAV

The Media Guru Answers(Tuesday, May 27, 1997 ):
There is considerable research on purchasing power of demographic groups, from resoures too numerous to mention.

Purchasing power may be defined as total income, total disposable income, total discretionary income, etc. The US Bureau of the Census has considerable data.

You ask why the U.S. uses 18-34 as a standard demo instead of 18-39. Why does the country you are familiar with use 18-39? The answers are probably the same, in terms of process, the U.S. marketing community has decided what suits their needs.

Several years ago, the media research committee of the American Association of Advertising Agencies issued a postion on which basic demographics should be included in syndicated audience and product research.


Monday, May 26, 1997 #1353
Is there any sources that complied the advertising expendture (breakdown by medium)for Asia Pacific, Europe, North America and Middle East etc. Is there any sources that summarise the media scene for the above mentioned markets?

The Media Guru Answers(Monday, May 26, 1997 ):
Saatchi & Saatchi compile an annual report (or at least they used to) called Media Fact, which includes details of world "ad spend" by country and region.

It is likely that other major international agencies have a similar compilation.


Tuesday, May 20, 1997 #1350
How do marketers determine what cities they will conduct test marketing in? Peoria, Illinois used to be a popular test market....what made it so desirable and what criteria are important in determining test markets?

The Media Guru Answers(Tuesday, May 20, 1997 ):
There are several criteria that may be considered:

Is the test market representative of the U.S. or the potential marketing region?

This representativeness might be judged based on various demographic characteristics.

Or on distribution or having a representative set of competitors active in the market.

Or the availability of IRI or Nielsen scanner data or other research tools to read results.

Or the local availability of the national media under consideration.

Or purity of the media environment, i.e. minimal spill-in / spill-out of broadcast media, newspapers, etc.

Or size / media pricing which made testing inexpensive.

Peoria would have met several of these standards. Nielsen and others maintain guides for the specific purpose of comparing market characteristics in selection of test markets.


Friday, May 16, 1997 #1347
Do you have any recent information about magazine advertising wearout?

The Media Guru Answers(Friday, May 16, 1997 ):
The Advertising Research Foundation and Newsweek Media Research Index are good sources for such research. The Magazine Publishers' Association, (212) 752-0055, also has an extensive research collection.


Thursday, May 15, 1997 #1346
Are there any studies that quantify the differences in ad impact/recall etc. by varying sizes of outdoor (8-sheet, 30-sheet, bulletins with or without extensions)? Where could I find that info?

The Media Guru Answers(Friday, May 16, 1997 ):
The Guru always begins with the libraries of the Advertising Research Foundation and the Newsweek Media Research Index, for topical research needs. You can also try the major out-of-home vendors, such as Outdoor Systems at (212) 297 6400


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.


Tuesday, May 13, 1997 #1344
Media Guru- Where can I go to find out how much Fortune 500 comanies are spending on webvertising...without having to pay thousands?

The Media Guru Answers(Tuesday, May 13, 1997 ):
The Guru generally finds that when there is one supplier of research data who survives by charging for the data, it is unlikley to end up on the web for free. Nielsen, Arbitron, MRI,and Simmons are good examples.

Jupiter posts some of this info on its site and CMR(Competitive Media Reports) has announced an expanded web advertising service (for money).

Forrester Research may also have some info.


Monday, May 12, 1997 #1343
Is there any model that relates advertisign awareness or brand awareness with media weight level? If there is no measurable coverage of the media, say computer magazine, what can we base our judgement on.

The Media Guru Answers(Monday, May 12, 1997 ):
When there are published studies of this sort, the Guru can usually find them in the Advertising Research Foundation Library or in the Newsweek Media Research Index

There is, no doubt, a great volume of studies which are held proprietarily by advertisers.

There was a model the Guru once used, based on certain Agencies' many tests, which roughly assumed ad awareness would equal 91% of the existing awareness plus 3% of the previous week's GRPs (gross audience coverage).

It should be obvious that this model works best for brands with little or no going-in awareness and also dictates that anything less than 100 GRP per week leads to declining awareness for brands with awareness above 35%

Media coverage can be estimated for print media: circulation is usually known; readers-per-copy and composition can be approximated by comparison to similar publications.

It should also be kept in mind that awareness is not a factor of media alone, but depends, to great extent on creative.


Saturday, May 10, 1997 #1342
We're looking to advertise on the web in the state of Hawaii. The biggest problem we face is finding regional sites which would make sense to advertise or link up with. First, how do you find out what are the most popular sites for a given region. Second what is the right approach when you only need to promote within a small region instead of sending out a message with a lot of waste.

The Media Guru Answers(Sunday, May 11, 1997 ):
Remember that the web is inherently "World Wide." When a web site is put up, it may be visited by anyone in the world. A web site about Hawaii could interest people anywhere. For a web site to draw primarily from Hawaiian web surfers, it would probably have to be focused on local news, weather or movie listngs.

Hawaii is too small to allow user-centric measures like PC-Meter to produce individual site's local audience results. Site-centric measures like server logs may report location of the visitor, but all AOL users, for example, are recorded as located in Virginia, where the main AOL computers are.

You could use search engines like Yahoo or AltaVista to find sites with Hawaiian content and request any of their server log data which does reflect visitors from Hawaii or hope for sites that require registration and therefore know more about vistors.

The web is just not locally oriented. It would take a lot of traditional media promotion to build a site's local audience.

Sites with focused content, which appeal to the entire English speaking world by intent, are lucky to have 10,000 visitors per month. In proportion, what might be considered a strong draw for a Hawaii-only site, 20 visitors?


Thursday, May 08, 1997 #1340
Dear Media Guru I'm having a heck of a time tracking down information on Shopping Cart advertising, you know those little ads on the carts in the Supermarket? Where do I look?? thank you Eric

The Media Guru Answers(Thursday, May 08, 1997 ):
There's K-Mart Shopping carts , but the Guru believes that the company you probably want, the well known one in shopping carts, shelf talkers, in-store audio, etc, is ACTmedia, 1(800)543-1101


Monday, May 05, 1997 #1338
test marketing, specifically media weight tests.Using sales as the criteria--what % of these tests produce readable results; what, if any,are the minimum weight levels recommended for testing and any other insights you can offer.

The Media Guru Answers(Monday, May 05, 1997 ):
Different players have different rules-of-thumb. Since these tests are inherently proprietary, there will not be a large scale data base from which to generalize.

Large, testing-oriented companies, like P&G will have better informed "rules-of-thumb."

What per cent produce readable results is a somewhat vague question: "What percent produce positive results", or "What percent of tests are run for the full duration" are more practical questions. It is the Guru's understanding that, in either case, the answer is less than half.

Whole books exist to consider the variables which can blur the simple concept of weight test, such as mix, copy pool, number of stations or programs or magazine titles or continuity, which would likely change in execution of a greatly different weight.

What, after all, is the likelihood that more of the same advertising would not sell more than did a lesser quantity of advertising? In the Guru's experience, 1/3 has been the minimum considered testable, with 50% preferable. The Guru suggests the many articles on the subject published by the Advertising Research Foundation's Journal of Advertising Research.


Friday, May 02, 1997 #1337
Dear Guru, CBS TV network is targetting for the audience 25-54 years of age. Since when are they doing? Is it a success - do they make more money per second sold than, say NBC, ABC or FOX, who aim at younger targets?

The Media Guru Answers(Friday, May 02, 1997 ):
One alternate theory is that CBS is getting that audience by default, since everyone else is doing a better job of targeting the more "desirable" younger demographics.

The Guru recalls reports showing the other networks selling for higher unit prices. Publications like Ad Age provide regular reportage of ratings trends, audience demographics and up to the minute (claimed)average selling prices.


Wednesday, April 30, 1997 #1336
looking for researches about media planning. i'll be glad if you could help.

The Media Guru Answers(Wednesday, April 30, 1997 ):
The Guru's two favorite sources are the Newsweek Media Research Index and the Advertising Research Foundation Library


Wednesday, April 30, 1997 #1335
How about city magazines? Any central source for them?

The Media Guru Answers(Wednesday, April 30, 1997 ):
The Standard Rate and Data Service (SRDS) Consumer Magazine Source has a section of data for these magazines


Wednesday, April 30, 1997 #1334
Dear Guru Could you suggest some www sites, books, or any literature abot direct response models of the media evaluation? Thanks.

The Media Guru Answers(Wednesday, April 30, 1997 ):
As always, the Guru's two favorite literature sources are the Newsweek Media Research Index and the Advertising Research Foundation Library.

The Direct Marketing Association (DMA) may also have some of the information you want.


Tuesday, April 29, 1997 #1332
Is there any one source for information about LOCAL print media other than the big local dailies?

The Media Guru Answers(Tuesday, April 29, 1997 ):
Standard Rate and Data Service (SRDS) offers "Community Publication Advertising Source" which lists these weekly and "PennySaver" type publications.

US Suburban Press, Inc reps a long list of local papers.

Carol Karasick, VP Media and Marketing at Newspaper National Network can also help with local papers.


Tuesday, April 29, 1997 #1330
Dear Guru, what is internet advertising place among aother media in theese days. Thank You Tomas Gedminas

The Media Guru Answers(Tuesday, April 29, 1997 ):
In U.S. terms, the web remains the smallest "national" medium, at about ½% of total ad spending. This makes it about half the volume of network radio.


Sunday, March 30, 1997 #1001
Where can I obtain a guide to preparing a business plan for a new magazine? Thanks -

The Media Guru Answers(Sunday, April 27, 1997 ):
There are several Business Plan writer software packages which you should be able to find at any large software dealer.

For specifics about the unique elements to consider in a magazine's business plan, you might contact the Magazine Publishers' Association, (212)752-0055.


Thursday, March 27, 1997 #1003
Guru, I'm looking for a topline media report which comparesadvertising costs for various media groups from 1994-1996. I have checked MediaWeek's and InsideMedia's sites and can't find anything relating to this. I've also contacted Veronis Suhler which is quite expensive, but we may haveto go that way. Any other ideas? Thanks!

The Media Guru Answers(Friday, March 28, 1997 ):
The Guru agrees that it's inconvenient, but the trade media don't always post every valuable fact the report on their web sites. Inside Media would have printed the information you need, so it's probably the best source if you can find a library that has it. If you're near New York theres a resource called the NY Business Library at 34th and Madison.

With Inside Media having folded last week, there's reason to wonder about information sources for Media Central.

But, there may be a clearance sale onInside Media's back issues; call Cowles Media at (212)683-3540


Tuesday, March 25, 1997 #1006
Hi, I am a student and I have been trying to find out the rankings of ad agencies, according to size-not according to gross income,. More specifically, I need to find out the rank according to size of J. Walter Thompson Company as compared to otherad agencies

The Media Guru Answers(Friday, March 28, 1997 ):
AdAge's "DataPlace" contains reprints of their reportage of such information. Though ranking is by gross income, billings are also reported.


Monday, March 24, 1997 #1007
What is the total billings (for 1995 or 1996), and ranking, for TBWA Chait/Day, L.A.? (Just L.A.). Also what is the total number of their offices in L.A.?

The Media Guru Answers(Friday, March 28, 1997 ):
Consult the Standard Directory of Advertising Agencies orAdweek's AgencyDirectory for branch details. You will probably need to useyour library's index of business periodicalsAd Age or a service likeLexis/Nexis to find an AdAge article breaking down billingsby office.


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 #1296
I have a client that is interested in obtaining an easy to read and understand book on reach and frequency. Do you know of one? Thanks.

The Media Guru Answers(Wednesday, April 23, 1997 ):
There are two types of books that would cover "reach and frequency." Statistics texts and media planning texts. In either, most of the content would be about othewr topics. The media planning text is probably more useful. One such is Advertising Media Planning, by Jack Z. Sissors and Lincoln Bumba. It's available from Amazon Books and other sellers of texts. The ARF's library contains many articles on the topic which might fully answer your needs, and their publication about the "ARF Media Model is a classic.


Thursday, March 20, 1997 #1010
Where can I find data on the size of the cable tv market, especially on the segment focusing on latin america? I´m also interested in the number of companiesthat are taking this area as their objective.

The Media Guru Answers(Friday, March 21, 1997 ):
MTV and most of the news oriented networks like MSNBC and CNN have aimed at Latin American audiences as have US Spanish networks like Univision and Telemundo.MOst of these are headquartered in Miami, "the capitol of Latin America." A salesperson from any one of these would probably be able to answer your question in detail.

One source of US Cable penetrationusing NSI, for November1995 shows about 66% of TV homes with cable.


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, March 20, 1997 #1012
Media Guru! I`m a student at the Budapest Universityof Economic Sciences. I`m working with an essey on thebasic of media planning/buying. Maybe you can suggestsome web-sites which includes articles or case studieson this topics. Thank you for your help.

The Media Guru Answers(Thursday, March 20, 1997 ):
Of course, the Guru's "Parts of a Media Plan will be useful.

The University of Texas at Austin's Advertising Department has an excellent site devoted to media planning.

In addition, the Guru's old favorites, the Advertising Research Foundation and the Newsweek Media Research Index may have some useful information for your request.


Wednesday, March 19, 1997 #1014
I need an example of a media plan, could you give me one? I am doing one for a breakfast bar

The Media Guru Answers(Thursday, March 20, 1997 ):
A complete description of allof the parts of a media plan is defined in the Guru Sectionof AMIC Parts of a Media Plan. Note that most media plans containonly a limited set of the information described. Some are fairly brief documents, while in other situations a more complete plan is required.


Sunday, March 16, 1997 #1300
Where can i get competitive web advertising spending info? What other kinds of web advertising are there besides banner advertising?

The Media Guru Answers(Wednesday, April 23, 1997 ):
CMR(Competitive Media Reports) is one source of web advertising spending information.

Jupiter is an online source. Both report on the top revenue sites and top spenders, because the web has so many thousands of possible sites and thousands of advertisers.

In addition to banners, there are full page (full screen) ads to which banners link, or which are part of sites.

The term "banner" is merely used to refer to a small ad, typically from 50 x 50 pixels up to 460x70 pixels, which is itself a link to a web site or larger ad.


Saturday, March 15, 1997 #1303
Dear Guru. I have some questions about RADIO media-planning: 1. Could you recommend the book(s) which contains: a) definitions of the standard coefficients: GRPs, Reach, Frequency, Time Spend Listening (TSL), Average Rating b) Information about statistical models used for computing these numbers c) Sample outputs from radio media-planning software 2. I have download an educational software from University of Texas. Do you know any other places where can I import demo or edu software for media-planning 3. TSL is additive what means that: a) TSL for (say) 3 hours is a sum of appropriate 12 quater data b) TSL for a whole day is a sum of 12 x 4 quater values c) TSL for (say) three stations is a sum of appropriate three components But what is the behaviour of the Average Rating in these three, described above, cases?

The Media Guru Answers(Thursday, April 24, 1997 ):
Radio planning is covered in general planning texts, such as Sissors and Bumba, mentioned in the adjoining Guru answer. The booklet provided by the RAB (Radio Advertising Bureau) will give you the definitions you want. So would a technical reference manual from Arbitron. Since TSL, (time spent listening) is behavior expressed as a quantity and attached to one station at a time by one listener, the TSLs may be added together. This is different than ratings which are percentages and can only be combined or averaged with weightings according to the population groups projected.


Thursday, March 13, 1997 #1020
Which corporation used a campaign slogan similar to:Powerful Solutions for a Powerful Planet? Do you know the exact slogan?

The Media Guru Answers(Thursday, March 13, 1997 ):
This isn't a media question, but Video MonitoringServices could probably find the answer.


Thursday, March 13, 1997 #1018
I am in the process of researching software used to plan and buy for a direct response project, and could use some guidance. What programs do you recommend I purchase to get started? Or do you know where I could go to get advice?

The Media Guru Answers(Saturday, March 15, 1997 ):
Telmar's Ad Plus Suite containsthe ability to analyze direct mail in conjunction with other media.Pleawe note that Telmar is the sponser of AMIC.

You might also want to contact theDirect Marketing Association (DMA).


Wednesday, March 12, 1997 #1023
I am interested in marketing a new high-tech unifiedmessaging product on the internet. I am presently puttingan internet site together complete with an autobot. During this process, I received an e-mail from someoneselling a "direct e-mail" service. This person indicatedthat he had had significant success by mailing about 1000mailings a day. He said that the direct e-mailings weredone in such a way that it was not spamming. The productis described at the following web site:http://www.gemstars.com. Would you give me feedback as towhether this is what it advertises itself to be. Is it a"friendly" way to do advertising via e-mail or is it amass spamming service.

The Media Guru Answers(Wednesday, March 12, 1997 ):
The Guru found this URL to produce a "Server does not have a DNS entry" error.

Nevertheless, the Guru believes
-E-mail spamming service vendors always claim a high success rate and that what they send is not SPAM.

- The only way the Guru would consider such a mailing not to be SPAM is if the mailing went to known users of messaging software or messaging hardware, i.e . a legitimate target. Even then there is no basis to assume the mail would be welcome. (The Guru himself has an alphanumeric-capable cell phone, but would find such an e-mail an intrusion)


Wednesday, March 12, 1997 #1304
Dear GuruI am interresting in your oppinion on the changing shape of the media environment.What do you think how the media changing for the near future, what are the main trends in the media and how will it change the media planning?Thanks.

The Media Guru Answers(Thursday, April 24, 1997 ):
Media have always changed. Once there were only print media and billboards. Then radio, then TV. Not only do new media arise, but the numbers of media vehicles of each type of each type proliferate. The web is only the latest and most explosive example of this proliferation. What causes the changes for the planner is the availability of research and hard facts on which to base decisions, rather than using theory. One of the biggest changes may be the growing emphasis on direct response models for evaluating media effectiveness, rather than awareness, recall, or requests for additional information.

Or is it the ability to apply computer models to planning?


Tuesday, March 11, 1997 #1305
How can I get some ARF research like The ARF "Gold Standard" and ARF Guidelines for Audience Research on Business Publications? I live in Mexico

The Media Guru Answers(Thursday, April 24, 1997 ):
The ARF is quite happy to sell copies of these reports. They have an ordering mechanism on the site or call them at(212) 751-5656.


Tuesday, March 11, 1997 #1306
Hi. Where can I find the papers of the Reasdership Research Symposium (Berlin, 1995)? Thanks...

The Media Guru Answers(Thursday, April 24, 1997 ):
The ARF should have these papers if they were published.


Tuesday, March 11, 1997 #1022
i am currently researching the effects that advertising will have on the gaming industry in the uk, should the law change.the research will serve as an mba dissertation. i am at the literature search stage, and wonder if you can help me as i compile a list of relevant reading on the effects of advertising.many thanks

The Media Guru Answers(Thursday, March 13, 1997 ):
The Guru's preferred sources for such literature searches are the Advertising Research Foundation's library and Newsweek Media Research Index

However, it is possible that there is no US history of a legal gambling industry changing from advertising prohibited to advertising permitted.


Tuesday, March 11, 1997 #1024
how much money is it to advertise in surfer magazinefor one full page color ad?

The Media Guru Answers(Tuesday, March 11, 1997 ):
Standard Rate and Data Service (SRDS) for Consumer Magazines ought to be in your school library.


Monday, March 10, 1997 #1307
What source are interactive media buyers turning to to make purchase decisions?

The Media Guru Answers(Thursday, April 24, 1997 ):
PC-Meter is one syndicated source of web site audiences. Services like Focalink compile content analysis plus audience data into a useful planning tool.


Saturday, March 08, 1997 #1312
Dear guru, I was just wondering if there were any ratings listed for national tv, cable, and radio buys? I've checked various sources, and all I could muster up was ratings by spot markets, but nothing for average national ratings.

The Media Guru Answers(Thursday, April 24, 1997 ):
There are some data on AMIC at Rates, Dates and Data. Since the ratings providers are in the business of selling these data, you will have to buy the information or ask the individual media which buy them to share the data with you, in pursuit of your order.


Friday, March 07, 1997 #1314
Currently I am researshing markets for a 2,000+ chain of discount stores across the U.S.I have received a listing of all the locations with addresses and zip codes. I now need tosort each address and assign it to a DMA. What is the best way to approach this project or doI need to do it the old fashion way and look it up city by city? Help!!

The Media Guru Answers(Thursday, April 24, 1997 ):
Nielsen and Arbitron both have reference books that easily associate zip codes directly with DMAs.


Monday, March 03, 1997 #1316
Looking for articles/research as to why web designing should be handled by the marketing department; vs. the M.I.S. department.

The Media Guru Answers(Thursday, April 24, 1997 ):
In the Guru's opinion, the greatest flaw of most commercial websites is that they display great technical mastery, computerwise, but little sense of what should have been their marketing purpose. The Guru has not seen articles about this but many marketing and internet advertising e-mail discussions have debated this point intelligently. Their archives would help you. MouseTracks' List of Marekting Lists is the Guru's favorite resource for finding these discussions.


Sunday, March 02, 1997 #1028
List the top 20 TV ADI's by population

The Media Guru Answers(Monday, March 03, 1997 ):
Take a look in the "Cost per TV rating Point area of AMIC's "Rates, Datesand Data" section.

CPP is listed by DMA rank order. By the way, "ADI" is dead as amedia term. Since ARBitron ceased measuring local TV, DMA is theonly viewership based, TV market definition in current use.


Thursday, February 27, 1997 #1029
what is the process of planning and buying on the internet?

The Media Guru Answers(Thursday, February 27, 1997 ):
The process is very much like traditional media planning and buying. The current lack of good information about sites' audience size and demographics make the planner think harder. The lack of any readily available listing of sitesby category and price makes the buyer work harder.

Oneuseful planners and buyers resource is Focalink'sproduct, Market Match, which compiles a lot of what info isavailable on the largest ad supported sites, including AMIC.


Thursday, February 27, 1997 #1030
Where would I find videos of commericial advertising, specifically Coca Cola and Levi?

The Media Guru Answers(Thursday, February 27, 1997 ):
Video Monitoring Services is the Guru's most common resource for commercial copies.


Wednesday, February 26, 1997 #1032
Hi GU!I am looking for everything I can find regarding wear-out. Have the Jan 1988 article from the Journal of Advertising Research---that pub has probably published more since then, but I can't find a way to get a list of past articles on their web site. Know of any other resources on this subject?Toni

The Media Guru Answers(Thursday, February 27, 1997 ):
AMIC plans to begin offering JAR reprints on behalf of the ARF in the near future. For now, you can direct requests to the editor, Bill_Cook@arfsite.org


Tuesday, February 25, 1997 #1035
Can you point me to a resource location on the web that listsnames of online media contacts for particular industries to sendout press releases to. I.E. if I have a press release to announcea great new product for a particular industry I want to be able tosend it to the right online publication. Thanks for any comments.

The Media Guru Answers(Wednesday, February 26, 1997 ):
The Guru find the media address lists at O"Keefe's internet Publicity Resources useful. You mightfind others through a search engine.


Tuesday, February 25, 1997 #1037
Is there internet access to newspaper listings with demographic 1descriptions or a site where I can research a paper's content, focus, demos, ad costs, etc.? Also, I have a client wanting to advertise 900 numbers: Sports; Finance; Entertainment Lines. Is there an internet Advertising Section for 900 Numbers?

The Media Guru Answers(Wednesday, February 26, 1997 ):
For that much detail on specific newspapers, the best way would be to look up their individual sites through a searchengine such as Yahoo.

The Guru does not actually believe that most newspaper's sites have all you want. Some newspaper reps (Sawyer Ferguson, Knight Ridder, etc) may have sites listing data fro several papers. The TheNewspaper Advertising Association site is being revisedsowatch to see if they add data such as you request.

(900) numbers can generally be advertised, depending on theservice offering. Many media no longer offer Direct Responserates for (900)number advertisers.


Monday, February 24, 1997 #1033
I have a small sportsmarketing company the looks for sponsors for teamsthroughout the US. I am looking for a listing, if itexists, that would rate the media markets of Charlotte NCagainst New York City as regards its relative media value.That is, the value of an advertising buy in a given market.Obviously, NTC is one of the top media markets in the country,ranking 1st or 2nd. How and where on the list does Charlotteplace? Thats what I need to find. I have a customer list(professional sports teams from major league level down tominor league baseball) in 216 markets. DMA or Metro Areas maymeet my needs as long as all areas of the country areincluded.

As you can no doubt tell, I have limited background inthis area but a business opportunity forces me to learnquickly.

The Media Guru Answers(Wednesday, February 26, 1997 ):
You can find some industry standard costs, which will give exactly the ranking you need, right here on AMIC. They arein "Rates, Dates and Data" in the SQAD.


Monday, February 24, 1997 #1038
I am hoping you can help me.I am an advertising sales manager for several commercial televisionstations in Scandinavia. As Denmark and Sweden are now in the EU, we arefor the first time permitted to run TV ads for beer, liquor and wine. I amwondering if you could tell me what percentage of all TV advertising in theUS is beer, wine and/or alcohol related.We are trying to determine what the market potential is for such ads here.Thank you very much!

The Media Guru Answers(Monday, February 24, 1997 ):
The US market has long turned its back on liquor advertising, though that barrier is now crumbling. Wine and beerthough, are very big.

Ad Age has annual reports on category investment, generally using data from CMR(Competitive Media Reports).


Friday, February 21, 1997 #1040
Do you have any information on retention of an ad, radio vs. television?

The Media Guru Answers(Saturday, February 22, 1997 ):
Studies like the ones you require are best found at Newsweek Media Research Index and Advertising Research Foundation.


Tuesday, February 18, 1997 #1041
What is a good way to combine advertising with Spanish? Are there many opportunities at ad agencies writing copy in Spanish? Also, is there much opportunity finding a job in marketing research in this area?

The Media Guru Answers(Friday, February 21, 1997 ):
There are numerous Spanish specialist advertising agencies,and Hispanic divisions of major agencies. The Agency Redbook,(Standard Directory of Advertising Agencies) which should beavailable at your library will list these. Similarly there aremany Hispanic specialist marketing research firms. The NYAMA'sGreenbook listsresearch firms with a topical index.

Also look, within AMIC, at Abbott Wool's Market Segment Resource Locator which has links to Hispanicagencies, and research firms.


Tuesday, February 18, 1997 #1042
Dear Media Guru-Any suggestions on where I can find projected industry media cost increases for 97/98?

The Media Guru Answers(Friday, February 21, 1997 ):
The advertising media trade publications typically do annual issues on this topic. See MediaWeekand Inside Media


Monday, February 17, 1997 #1044
I need to discover the number of people who are conected to the internet by country around the world. I am particulary interested in South American, Central American, and Caribbean countries as well as the USA, and European Countries.I realize that the USA has the most information available. Is there any sourse for the number of people using or hooked up to the interent in the rest of the world?

The Media Guru Answers(Friday, February 21, 1997 ):
On the one hand, there are as many estimates of these data as there are people willing to estimate them.

Begin at NUA internet Surveys in AMIC's Research Monitor.

I Pro has a report called CyberAtlas which covers some of this information as well.

The downside of printed reports about the growth of internet is that they rarely get published while they are still current.


Monday, February 17, 1997 #1045
I am interested in obtaining research that explores effective consumer promotion television weight levels. A typical consumer promotion window may be 2 - 3 weeks. Most consumer promotions are planned in the neighbourhood of 300 GRPs / week. Is there any research that has measured effective levels. I am trying to identifity an optimal level, a level (or range) below which response/sales suffer and/or above which response/sales do not substanitially increase.Goal- avoid spending too little or too much against a given promotion.

The Media Guru Answers(Friday, February 21, 1997 ):
There are so many variable beyond GRP weight that the Guru doubts you will find simple answers.

Just a few are copy length, daypart mix, competitive arena, product interest, and commercial quality and wear-out status. Further, the Guru thinks that effective reach / frequency is a more useful quantitaive standard than pure GRP.

Two places to look for relevant research would be Newsweek Media Research Index or Advertising Research Foundation


Friday, February 14, 1997 #1046
What are the average website construction prices for web page design companies.

The Media Guru Answers(Friday, February 14, 1997 ):
The Guru does not think there are meaningful "averages." He has heard of professional design at $15 a page (whatever page means to that designer) and of multimillion dollar sites.

So much depends on content, graphics, intereactivity, data bases, archives, etc, the Guru has no doubt that there are design students in colleges doing better work than professionals and at 10% of professionals' prices if you can find the right person.

You might want to consult AMIC's web designer, Jeff@AMIC.com


Thursday, February 13, 1997 #1047
I asked the previous question about ethnic versus general newspapers.Are there any sources to which you can refer giving research - ordiscussing - the marketability of ethnic news?

The Media Guru Answers(Thursday, February 13, 1997 ):
Some of the ethnic business media, write frequent articles about erthnic news organiztions. These include Black Enterprise Hispanic Business and Hispanic Media and Marketing Update.

Also browse, on AMIC,Abbott Wool's Market Segment Resource Locator for connections to many US ethnic newsmedia.

In your own country, the Afrikaaner newspaper, Nasionale Koerante, used to compile articles and studies about ethnic media around the world, and may still do so.


Monday, February 10, 1997 #1050
I'm interested in determining a definition of the term'addressability' as it pertains to cable and DTH systems. What are the key benefits of addressability, and how many homes are currently addressable. Also, where might I find results of the interactive TV trials that have actually occurred (as oposed to those that never got off the ground?

The Media Guru Answers(Tuesday, February 11, 1997 ):
As the Guru regards the term, "addressability" refers to systems that can send different programming to individual households in response to that household's selection. This is most often seen in Pay-per-View systems, whether cable or satellite.

Searching the term "interactive tv" at Yahoowill lead to various information which you may find helpful. Addressable tv is almost antithetical to advertising, so the Guru's involvement has been minimal.


Monday, February 10, 1997 #1051
Dear Guru,Our publishing company has recently aquired another company that hosts a site on the internet. This site is very popular with a solid demographic. As of yet there has been little effort to sell advertising/banners on the site. What would you suggest is the most effective (revenue producing) way of getting advertisers to place ads on our site?

The Media Guru Answers(Tuesday, February 11, 1997 ):
The Guru suggests determining who is the ad decision maker at companies which would most benefit by advertising on your site; ie, have their own site an target the same demographic. Then approach them by mail or by phone followed with a good written piece documenting your selling points.


Monday, February 10, 1997 #1052
How do I even begin the internet planning/buying process ?

The Media Guru Answers(Tuesday, February 11, 1997 ):
Assuming
1) you already know media planning/buying in general, and
2) you have already allocated a budget expressly to internet (web) media,

Then your question would seem to be how to identify the appropriate web sites and how to evaluate and negotiate with them.Starting poins include;

Search engines which can be used to identify topically relevant sites.

Services such as FocaLink which compile descriptive material as well as audience info about sites into a database.

Specialist web media services such as i-traffic.

There are pure audience surveys such as PC-Meter, and there are traffic counters like Netcount.


Friday, February 07, 1997 #1059
Where can I find information on the development of advertising before and after each of the 2 world wars in this century?

The Media Guru Answers(Saturday, February 08, 1997 ):
The Guru is not familiar with any advertising history focused especially on the wars. You will need to study general advertising history - try the AAAA -- and select the years you need.


Friday, February 07, 1997 #1060
With the multiplication of TV with network, cable, direct through satellite, etc, radio already fragmented and press, what in your opinion are the more efective media investments? The traditional or new media? If new media? Which?. If a combination? A hint on what proportions?50% traditional against 50% new?.

The Media Guru Answers(Saturday, February 08, 1997 ):
The Guru believes broad generalities in answer to such questions are always mostly wrong.

Effectiveness of media investments always "depends." Who is your target? / what is the target's involvement with the specific medium? / how do the medium or individual vehicles of the medium fit with your message or creative or marketing strategy? / how does your product relate to the medium?

To bring people not very involved in the web to your web site you probably need traditional media mixed with web ads. To sell web related products, advertising on the web is probably the best investment. Media are not abstractions, they must be matched to targets and marketing goals.


Thursday, February 06, 1997 #1054
Hello Guru - I am very interested in finding out what demographic variables are being tracked to support advertising buys on the web. I'd also like to know the specific range of responses tracked for each of those variables. Are there any that are being used consistently? Is anyone tracking personality traits of users and tracking that back to advertising buys????

The Media Guru Answers(Sunday, February 09, 1997 ):
PC-Meter tracks browsing by windows PS's at home. They offere a lot of demographic detail and at this link provide top 25 sites by gender/age demos

Crestwoods' Inside Internst Review will soon be available through AMIC, and will cover all browsers

Simmons and MRI have also begun web user demographics for major sites.


Thursday, February 06, 1997 #1055
Where can I get a complete list of all direct marketing agencies. We need to buy mailing lists!

The Media Guru Answers(Sunday, February 09, 1997 ):
DM Plaza's supplier's list is one of the Guru'sresources for finding such firms.internet Public Access Corporation says they have a directory of AAAA and other agencies "coming soon" Under the "industry directories" link they have contact info for the Standard Directory of Advertising Agencies (The Redbook) generally considered the definitive source of the information you want, including geographic listings and account lists.


Sunday, February 02, 1997 #1061
Do you have any research which demonstrates the advantages/disadvantages (effectiveness/ineffectiveness) of Free Sanding Inserts?

The Media Guru Answers(Monday, February 03, 1997 ):
The Guru would ask the The Newspaper Advertising Association


Thursday, January 30, 1997 #1062
If it possible to acquire a mailing list of only "New Movers"into a specific community. Or it this too specific? What would be the accuracy of this list?

The Media Guru Answers(Thursday, January 30, 1997 ):
Yes, such lists exist. They can often beenacquired from or through utility companies, eg telephone or electric.

List houses should have them as well. DM Plaza's supplier's list is one of the Guru's resources for finding such firms.


Wednesday, January 29, 1997 #1063
Where can I find past ad spending of a specific client?

The Media Guru Answers(Thursday, January 30, 1997 ):
CMR(Competitive Media Reports) is the major supplier of US ad spending data.

Trade publications like Ad Age may review specific clients in articles, from time to time


Wednesday, January 29, 1997 #1064
I am trying to find information on a program that advertises in scholls. The name is Chris Wittle Communications and I believe they are in Nashville, but I cannot locate them and we do not have channel 2 in Anchorage Schools.

The Media Guru Answers(Thursday, January 30, 1997 ):
You are looking for "Channel One"


Wednesday, January 29, 1997 #1065
I'm finding very hard to calculate the price of an advertise on the web.DO have any tip or formula that could help me ? Thank you very much !

The Media Guru Answers(Thursday, January 30, 1997 ):
What information or goal are you starting with? As a guide line, search engine keyword banners may cost between $30-$70 per thousand ad impressions.


Tuesday, January 28, 1997 #1066
Where can I find research information from Prizm or the Starch Report?

The Media Guru Answers(Tuesday, January 28, 1997 ):
If you mean free on the web, not likely. If you just want to find the companies, Claritas sells PRIZM (212) 789-3580 and Roper Starch Worldwide is at (212)599-0700.


Monday, January 27, 1997 #1068
What does the Radio Format NAC stand for?

The Media Guru Answers(Tuesday, January 28, 1997 ):
This is "New Adult Contemporary" a sometimes described as a "smooth jazz" format.

In the New York market, WQCD is an example. Their Real Audio, top 10 for the month playlist, at WQCD /The music includes Luther Vandross' Goin' Out of My Head at #1, Whitney Houston's I Believe in You and Me at #4 and a couple of Kenny G songs.

Other NAC stations with web sites include KIFM, San Diego KKSF, SanFranciscoKBZN, Salt Lake City


Friday, January 24, 1997 #1069
Media Guru, have you ever used or heard of "Compass" media planning software? I was curious if you have any opinions about it and who manufactures it. Thanks in advance.

The Media Guru Answers(Sunday, January 26, 1997 ):
The Guru was more familiar with Conquest, a similarproduct. Compass software is a VNU / Claritas product based on the PRIZM geodemographic system, while Conquest is a system originated by Donnelly, then a Nielsen company, and linked to their Cluster Plus geodemographic system. The Guru believes Strategic Mapping, Inc was the buyer from Donnelly, and recently Claritas acquired Strategic Mapping.

Equifax' National Decision Sytems is one other supplier of such systems

The Guru is fascinated by the potential of geodemographic planning, which can identify customers' or prospects' concentrations geographically, the demographic make up of retail trading circles and many other fascinating manipulations of target populations. It is also feasible to link customers by location to Simmons MRI, JD Power, and other respondent data bases.


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


Friday, January 17, 1997 #1072
Dear Media Guru,Is there a source for finding various regional or local direct mail houses who specialize in either marriage mail or some type of insert program? SRDS has been of no help so far, and we desperately want to break away from ADVO.

The Media Guru Answers(Sunday, January 19, 1997 ):
DM Plaza's supplier's list is one of the Guru's resources for finding such firms.


Friday, January 17, 1997 #1073
Need to know if accessible research has been done on response rate of displayed 800-#s in regular TV spots (not 800#-businesses), e.g.automobile spots, phone company spots, etc.If possible, need answer before 2pm today (1/17). Thanks so much.

The Media Guru Answers(Sunday, January 19, 1997 ):
TheDirect Marketing Association research area wiil direct you to likely resources.

By the way, though the Guru is obviously all-knowing, he is not always just sitting at the computer waitng for questions. You can't count on one hour turn around, although the Guru usually is pretty quick once he sees your question.


Friday, January 17, 1997 #1074
We're interested if there is any information available in Canada comparing large format newspaper advertising (double or triple page spead) and FSI's.

The Media Guru Answers(Sunday, January 19, 1997 ):
The Guru suggestsb you begin with the Newspaper Marketing Bureau of Canada


Thursday, January 16, 1997 #1075
Is there a listing anywhere on the internet of all Advertising Agencies in the US available - even those not listed on the internet? Is there a way of finding out what accounts the agencies have and/or who does business in Canada? Thank you for your assistance.

The Media Guru Answers(Thursday, January 16, 1997 ):
internet Public Access Corporation says they have a directory of AAAA and other agencies "coming soon" Under the "industry directories" link they have contact info for the Standard Directory of Advertising Agencies (The Redbook) generally considered the definitive source of the information you want, including geographic listings and account lists.


Wednesday, January 15, 1997 #1076
Hi, I work for a News Radio station. Is there any place I can look for format research that shows the effectiveness against different product categories? Likewise, are there any success stories on record that I could use to sell my product? Thanks very much for your assistance .

The Media Guru Answers(Wednesday, January 15, 1997 ):
The Radio Advertising Bureau has a great compilation of radio research facts.

Interep maintains an excellent collection of case studies of radio successes, indexed by format.

Simmons and MRI report on format listening versus product consumption.


Wednesday, January 15, 1997 #1077
Wow, who knew?
there was someone like you
the great media guru!

My question...Where can I get more information on the retention of advertising within a commerical cluster...specifically radio advertising. I've heard the first and last commercial have the highest retention levels, but I can't prove it. Any suggestions?Thanks.

The Media Guru Answers(Wednesday, January 15, 1997 ):
The Guru would first try The Radio Advertising Bureau ( RAB) and also The Newsweek Media Research Index.


Saturday, January 11, 1997 #1079
dear guru, how do you see the future of radio?and what are the audience's feeling about this medium?what are the peculiarity of this medium, its main features among the other media?

The Media Guru Answers(Monday, January 13, 1997 ):
There are many possible futures for radio, which has been rather stable for years, mostly changing only with the publics taste in music and personalities. Today, links with the www, like "net radio," may lead to some changes.

(Outside the US, radio is often a relatively stronger medium, versus TV)

It would be interesting to take this question to the MediaPlan e-mail discussion list, or to the Radio-Media list.

Subscribe to MediaPlan by sending the message "subscribe" to mailto:listserv@AMIC.com"

Subscribe to Radio-Media by sending a request toRadio-Media


Friday, January 10, 1997 #1080
Dear Guru: Where do I look for information about the ethnic market?I am trying to establish average income levels, viewing habits,etc..

The Media Guru Answers(Monday, January 13, 1997 ):
Which ethnic market? If you mean African-American, Hispanic and Asian, the three largest commonly considered "ethnic markets" the Census Bureau's site is full of income and other info.

Tv viewing is reported by Nielsen Media Research or in broader strokes by studies like MRI or Simmons which has a specific Hispanic study.

Many other links may be found, on AMIC, at Abbott Wool's Market Segment Resource Locator


Thursday, January 09, 1997 #1081
I am looking for some information regarding the buying cycles of computer professionals, for a media branding plan. Could you point me in the right direction?

The Media Guru Answers(Saturday, January 11, 1997 ):
Intelliquest's Technology Monitor reports on computer use and buying. Under "WOHO" they talk about work use versushome use. Their results are often published in USA Today.

Simmons Market Research Bureau also has the Compro Study of computerprofessionals.

For more narrowly focused trade coverage you would probaly get the best information from an industry publication like Information Week


Sunday, January 05, 1997 #1083
How can I get a listing of which advertisers spend the most money to place ads on Saturday morning and other children's programming blocks?

The Media Guru Answers(Monday, January 06, 1997 ):
The Guru believes that CMR(Competitive Media Reports)'s Adspender can manipulate its TV data in this way.

If this is not available to you, the ad trade publications such as Ad Age publish annual reviews of such information.


Saturday, January 04, 1997 #1084
I've heard that co-op advertising is on the rise. It seems like a great way to share advertising costs. Do you know of any standard letters or agreements used to present the idea from business to business (like from a store owner to a supplier?) Thanks.

The Media Guru Answers(Sunday, January 05, 1997 ):
The typical situation is that the manufacturer establishes a co-op program and advises dealers and distributors, who can then request the form to apply for participation.

This is how the manufacturer establishes a budget reserve for its share of the costs.

There is at least one book in print which lists co-op programs in existence. The Guru can't recall the name, but your local newspaper or radio station probably has a co-op manager who has a copy. These media are great beneficiaries of your use of co-op advertising!

There is also a National Association for Promotional and Advertising Allowances, Inc. which includes on its resouce list Co-op Works,

"a new online service that helps retailers, product vendors and media make the best use of co-op and MDF programs. Co-op Works standardizes the language and simpifies the entire process. Retailers and manufacturers can track incentives and accrued funds instantly-reducing the questions, phone calls, and headaches."

Contact:
Tim Fisher, President
2665 Villa Creek #208
Dallas, TX 75234-7309
Phone: 800-810-2025
Fax: 214-243-6310
tim@dxpressway.com


Sunday, December 29, 1996 #1086
Can you recommend any books on international marketing--especially in the field of tracking films?Thank you.

The Media Guru Answers(Monday, December 30, 1996 ):
The Guru doesn't have a recommendation for this specific category. Barnes & Noble has most standard textbooks and Amazon offers subject search and ordering on their site. They list several international marketing titles.


Wednesday, December 18, 1996 #1094
i am looking for info on internet advertising control systems.the kind of systems that would allocate ads, measure impressions/"click thru's", automate billingsand allow control to book the ads and check availability.thanking you in anticipation of your helpkind regardstony glencross - tonyglen@iafrica.com

The Media Guru Answers(Friday, December 20, 1996 ):
The Guru is not aware of any software that performs all the functions you request. However, at any time there are usually one or two web counting or ad managing software advertisers here on AMIC if you check the top page.


Monday, December 16, 1996 #1099
Media Guru,I would like to know if there is a directory that listsall the internal web Media buyers for the various top 100 advertisingagencies. If there isn't such a directory or listingcan you point me to where I might find such information.I've tried contacting ad ad agencies, but with all theirdifferent divisions nobody seems to know who handles thesefunctions.

The Media Guru Answers(Thursday, December 19, 1996 ):
Not all agencies have designated a single person for this function, and some agencies far outside the top 100 overall might be in the top 100 of internet buyers. (BTW, the Guru does not think there are directories exactly as you describe for most of the "traditional" media either.

You could start with AMIC's listing of internet Advertising Agencies


Friday, December 13, 1996 #1098
I am starting a mail order business that is geared to people that live in rural areas.Can you suggest ways to advertise, to reach that type of person?

The Media Guru Answers(Thursday, December 19, 1996 ):
Direct mail seems to be an obvious first choice. You could buy lists of the addresses you want from this link at Yahoo


Wednesday, December 11, 1996 #1096
Oh, all exaulted one, (I'm buttering you up)I'm writing a paper on the aviation businessand am looking for the total money spent on advertising by the aviation industry in the last recordable year. Is there a listing by industrycatagory of annual ad dollars spent?

The Media Guru Answers(Friday, December 20, 1996 ):
CMR's RomeReport covers such trade advertising.


Monday, December 09, 1996 #1091
Do you know where I can find research or reportsregarding creative effectiveness in a web page? (i.e. themore creative, fun and colorful the more viewership it isgoing to receive.)

The Media Guru Answers(Friday, December 20, 1996 ):
The December issue of Ad Age'sNetMarketingcites several studies on this topic.


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.


Friday, December 06, 1996 #1097
I am seeking information about web advertising expenditures in the travel industry and a comparison to the total media budget. I am also interested in the amount that companies in the travel industry are spending for their own sites.

The Media Guru Answers(Friday, December 20, 1996 ):
AdAge occcasionally publishes total internet ad spending. CMR(Competeitive Media Reports) has begun tracking internet advertising (forthe major ad-bearing sites, at least.


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.


Wednesday, November 27, 1996 #1102
I'm working with an essay concerning internetmarketing and children.Which can I find information about this subject?Do you have any specific contributions?

The Media Guru Answers(Sunday, December 01, 1996 ):
The Guru believes that computer facility in today's world is in an indirect relation to age: the younger, the more computer savvy (although the Guru himself is ancient).

There are several sites aimed at kids, and several programs like NetNanny, created to allow parental control of browser use, because kids are on the net and might not just browse kid's oriented sites. The Guru would suggest you search Yahoo, AltaVista, and the like for kid oriented sites and also that you review the content of sites for software like NetNanny.


Tuesday, November 26, 1996 #1104
I currently publish a quarterly newsletter for a doucmentmanagement firm which outlines some of the services, software,and hardware that is available today in our industry.In recent converstaion it has come across that we wouldlike to focus our information based upon customer needsand wants in document management.

My first thought was to release a survey that wouldeffectivley find data that would allow us to analyze thecurrent market trends and cater our publication to theirparticular interests or needs.

The only problem I have at this time is findinginformation that will guide me in the right direction ingenerating effective surveys that do not sway theresponses of people taking the survey. I am planning toinclude this survey in the next release of the publicationwhich will be late December early January. (hopefully)

If you could direct me to books, websites, or any otherresource that can provide me with some "good" information oneffective question design I would really appreciate it.

The Media Guru Answers(Wednesday, November 27, 1996 ):
The Guru regards questionnaire design as an art, rather than a formualristictechnique which can be learned from books. The Guru haspracticed the art himself, and learned it by being part of anorganization which had the expertise and through formal academictraining. Having visited many marketing research sites, the Gurudoes not recall seeing any attempts to teach questionnairedesign. Questionnaire designers begin with a good understandingof the way the intended respondent thinks about the products orprocesses to be surveyed. Often this is doene by conducting"qualitative research" such as focus, groups first. The best wayto learn something quickly about designing questionnaires is toread through actual questionnaires that have been used, alongside their survey results, the oiriginal hypotheses or issuestatement and the conclusions drawn from the data.

Surely there are text books in this field. Try Barnes and Noble.

You are wiseto realize that questionnaire design can substantiallyinfluence the validity of the data. But so can sample design. Agood questionnare used among a poorly selected sample, such as"any customer willing to return a survey" will be equallyunreliable in predicting consumer behavior.


Friday, November 22, 1996 #1105
I am trying to find an organzation similar to Harte Hanks on the West that services the New York area with direct mail shoppers.

The Media Guru Answers(Sunday, November 24, 1996 ):
Try the Standard Rate and Data Service (SRDS)"Community Publication Advertising Source" for listings of such publishers.


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.


Friday, November 15, 1996 #1108
My company sells products primarily to students. Do you know of if there is an organization where I can place an ad in many school newspapers without having to contact each school individually? Also, is there an organization that puts up poster or flyers on school campuses? I'm already aware of a company called Marketsource that primarily targets students, but they only market during the fall and spring.

The Media Guru Answers(Saturday, November 16, 1996 ):
Yes, two are CASS ommunicationsand MarketPlace Media.


Tuesday, November 12, 1996 #1109
I am new to the media-buying industry, yet I am responsible for the media buying of my company. The campaign my VP wants is to be very diverse (TV, Mags, Bus ads, Subway ads, Direct Mail ads, etc. I'm having trouble determining how to space out our $rs. What is a good resource I can go to that can help me to determine what each media is best for. Meaning what type of company/product/budget. We are a website and the goal of my advertising is to create both an image of our company to people between the ages 16-24 as well as to drive them to our site.

The Media Guru Answers(Wednesday, November 13, 1996 ):
Media are not best for kinds of products or companies or budgets, they are best (or not) for specific marketing goals or types of communications.

Saying you're marketing a web site to persons 16-24 is a good start. Analyzing what is the draw of your site and company and what media draw people with the same interests is the next step. Talk to some of these media and ask for their research on the field. Browse similar sites and see if the have media advertisers or links.


Wednesday, November 06, 1996 #1111
How do I reach buyers of advertising for my online sports magazine? Are their places I can list this opportunity?

The Media Guru Answers(Wednesday, November 06, 1996 ):
There is the Standard Rate and Data Service (SRDS) Interactive Media Resource as a listing. There are sites which list ad-bearing sites, such as webtrack. Beyond that, listing with the search engines is wise.

Other than on-line and SRDS, consider advertising in the media trades, such as Inside Media (print ot web versions) and MediaWeek, or with general advertising trades like AdAge (print or web versions).


Tuesday, November 05, 1996 #1112
We are a branch office of an american company based in Trinidad & Tobago, WI. We are designing an advertisement (print) to be published in T&T's airline magazine. We have a 'by-line' that will represent the focus of our ad but want to research whether it has been already used, ie limited under copyright law. We are targeting both UK and USA with the ad. The airlines is also flying to Germany and Sweden. Question: where would we have to check for potential breach of copyright? (b) Are we bound to place an official check in all countries that the airline flies to? (c) Do you have addresses for UK and USA with whom we can liaise? Thank you oh masterful one.

The Media Guru Answers(Wednesday, November 06, 1996 ):
The Guru greatly appreciates your expressions of respect and gratitude. However, you are asking a legal question, not a media question. But, because you asked so nicely, the Guru investigated and found the following, which seems to apply to your question, on the website of the US Copyright Office, under the heading "WHAT IS NOT PROTECTED BY COPYRIGHT:

"Titles, names, short phrases, and slogans; familiar symbolsor designs; mere variations of typographic ornamentation,lettering, or coloring; mere listings of ingredients or contents"

A similar tactic would likely find you the same information for the UK.


Tuesday, November 05, 1996 #1113
I developed and launched a relatively successful websitethat reaches a very specific audience of users. Demographicshave been developed through an online survey, as well asdetailed "hit" statistics provided by the ISP. Althoughthe audience is relatively small compared to other typesof media, it comprises a highly desirable consumer group.How can one calculate the tangible ($$$) value of banneradvertising on such a site (to companies who wish to reachthis specific audience?

The Media Guru Answers(Wednesday, November 06, 1996 ):
There is considerable controversy regarding the value of Banners. If they are merely logo's which, when clicked take the vistor to the spoonsor's own site or an actual ad. But your question goes to the next stage, the relative value of a highly selective but small audience. The Guru recommends checking the pricing of space in magazines which are selective for the same audience as your site, and comparing that pricing to prices of general audience magazines. The comparison should be on a cost-per-thousand-audience basis, which will allow you to price your site's visitors or banner-clicks according to the same index versus reported general audience sites such as Netscape or Yahoo.


Thursday, October 31, 1996 #1115
Dear Guru,I am carrying out a study on the effects of frequency on attitudes and behavior, distinguishing between low and high involvement productsAre there any previous learnings on this subject ?

The Media Guru Answers(Thursday, October 31, 1996 ):
Compilations of such research are best available from the Advertising Research Foundation or the Newsweek Media Research Index at VMR.

There ahve been several trade articles on the concept -- effective frequency vs propinquity -- most notably by Irwin Efron, and some by Abbott Wool and others, published in Inside Media and MediaWeek.


Tuesday, October 29, 1996 #1116
How can you figure duplication numbers for trade publications?

The Media Guru Answers(Wednesday, October 30, 1996 ):
Some publications will have done research on their audiences' reading habits from which you can calculate duplication. Given a few such studies, you can model duplication between othe titles. Some judgement will be called for based on how closely realated the chosen publications are. There is software available, such as Telmar's "MakeDemo," which can help with these estimates.


Sunday, October 27, 1996 #1118
I am looking for a way to use prizm, is there a way to do this, or is there another way to find the same kind of information?I am researching two magazines for a class and need to know about their consumers.

The Media Guru Answers(Monday, October 28, 1996 ):
PRIZM is a product of Claritas. Various waysto use PRIZM are described on the web site. You would need to use PRIZM in conjunction with a magazine audience study such as Simmons or MRI for the project you mention. Claritas' own COMPASS computer system can do this at a highly detailed level, but the broader strokes you might need can be accomplished through most data tabbing systems for MRI or Simmons data such as Telmar's TNT CrossTab. The user must have the "rights" to access magzine and PRIZM data. The magazines themselves could help you, if they were willing to support student projects (doubtful).


Tuesday, October 22, 1996 #1122
What is %coverage & %composition

The Media Guru Answers(Wednesday, October 23, 1996 ):
% Coverage is similar to rating and reach. It describes a media audience in relation to the population of a defined geographic area, e.g;

If American Snipe Hunter magazine is read by 200,000 men aged 25-49, and the entire U.S. contained 20,000,000 men 25-49, Then the magazines COVERAGE of US men 25-49 would be 1% or 200,000 / 20,000,000.

"Coverage" is occasionally used in other ways: newspaper coverage of a schedule may refer to the sum of the circulations divided by the household population of the target geography.

"Coverage" of a broadcast program may refer to as the sum of the populations of the Designated Market Areas in which the program is available to its audience, without regard to what portion of the audience who CAN receive it actually chose to tune in. Sometimes "reach" is used in this context, but is considered deceptive when so used.

For %composition, see the adjacent question.

Be sure to check out the Encyclopedia of Media Terms on AMIC.


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.


Tuesday, October 15, 1996 #1125
Do you have any suggestions for increasing LOCAL traffic? How do I attract people from a specific geographiclocation? (i.e., the site I am currently promoting is anAuto Referral, Free Classifieds, etc. site, and my client,although he wants national traffic, he is very interestedin getting lots of traffic in the Los Angeles area so hecan personally take the referrals into the dealerships. Healso wants to promote certain areas more than others sincethat is where he has subscribing dealerships.) How do Igo about doing this? Please post any advice, or sitesthat would be helpful.

The Media Guru Answers(Friday, October 18, 1996 ):
On the one hand, you are flying in the face of the essenceof the web, it is inherently everywhere with national orother borders being irrelevant. However, you can stilldesire to use the web to market in a limited area.

One simple option is to advertise the site in traditionallocal media, newspapers and local broadcast, etc plus localBBS systems.

Secondly, there are so-called city sites, aimed at promoting local business and entertainment, and if there isone such in your area, it would be ideal for an adplacement.

Yahoo has also established some city specific search engines. Yahoo is also a good placeto search for other city centric sites with which toexchange links.

There may also be newsgroups or mail lists devot4ed to yourgeographic area or sales arena which would be useful

Liszt is an excellentsearch facility for topical e-mail discussion lists.


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.


Friday, October 04, 1996 #1130
Dear Media Guru, First, thank you for this service. We run a national niche trade publication which also enjoys a good newsstand presence. I am wondering where we could go to find out if the terms that our prospective advertising representative has suggested? 25% commission, a 1000+ retainer per month, plus traveling fees. He has references confirming that he currently does 20K in ad revenue for two of his other clients who are similiar to our publication.He is very professional and comes highly recommended, but we are unsure of his costs and whether the costs will be offset by enough revenue quickly enough to avoid a financial problem. Any suggestions?

The Media Guru Answers(Thursday, October 10, 1996 ):
The Guru believes this calls for comparison shopping. You will find a list of independent print sales representatives in the front of Standard Rate and Data Service (SRDS) Consumer Publication and Business Publication Advertising Resources


Wednesday, October 02, 1996 #1134
what is your view on the "accordion assumption"?

The Media Guru Answers(Wednesday, October 02, 1996 ):
By the "accordion assumption" the Guru assumes that you arereferring to the situation in radio, for example, where 25 spots ineach of 4 weeks is considered the same as 100 spots in 1 week.

In general the Guru believes that it will slightly underestimate thereach. Since there is a larger potential audience over 4 weeksthan over just 1 week, it is reasonable to expect less duplication with the same number of spots over the longer period. However, in atypical schedule, the differnce will likely be small. Unfortunately there is little in the way of concrete data to make more than just a small general adjustment when using a longer period.

You might consider posing this question to the "Media PlanDiscussion List" and see what opinions you can ilicit fromthat group.


Monday, September 30, 1996 #1135
I'm looking for some internet statistics about these topics:
* which kind of industries usually buy web pages to promote their business
* why do they choose internet and not another media
* what do they expect from their web pages
I also would like to know if there is any recent research about the global number of connected industries, subdivided in different fields (industry, agricoltural, service, etc.)

The Media Guru Answers(Wednesday, October 02, 1996 ):
The Guru does not believe there is much in the way of statistics to answer your questions, but he will offer some opinion based on observation:

1. Computer hardware and software companies have web sites, because of the obvious relation to their business.Entertainment companies -- TV, movies, records -- have web sites, because their customers typically view the web as another form of entertainment.There is probably no category of business not currently on the web somewhere.

2. The Guru believes that these companies choose the web in addition to traditional media, such as related magazines. The vast majority of web sites have very tiny audiences as compared to most traditional media, and traditional media are one of the principal means of advising the relevant public of the URL of the website.

3. The expectations of web sites vary. Having a web site is the current credential of coolness in the entertainment arena, particularly youth oriented entertainment. It's also a credibility tool in the computer industry. It allows companies to build databases of prospects and offer information inexpensively and in more detail and with graphic support not available by phone.

Sun Microsystems and Federal Express are said to save millions annually by providing customer service on the web.

One of the biggest mistakes of web sites is being designed without a clear vision of the marketing purpose to be accomplished. You've probably seen them, they're very confused about whether they want to impress investors, stockholders employees or customers.

Search engines may offer some statistics about industry involvement as may some trade publications. IE it's plausible that a Cable tv trade publication could determine what percent of cable networks or MSO's have sites. It's mind boggling to think of trying to sort the millions of personal, hobby, retail, consumer goods, and business to business web sites by category of focus. Projecting from sampling would require universe estimates that probably would change too fast to complete the analysis.

You might want to browse theinternet Surveys archives


Friday, September 27, 1996 #1137
I am looking for advertising effectiveness research which can be transferred to the medium of direct marketing. In particular, I am interested in direct mail saturation. I have checked the guru archives. Can you suggest where I could look? Thank you.

The Media Guru Answers(Friday, September 27, 1996 ):
The Advertising Research Foundation library is probably the largest compendium of advertising research.

There is a lot at The U of Texas, Austin, though how much direct marketing data is not certain.

Finally, the direct marketing experts are the Direct Marketing Association (DMA)


Thursday, September 26, 1996 #1138
How do you measure usage on the internet? Is thereany accurate way of doing this? If so, who is the companywho does this?

The Media Guru Answers(Thursday, September 26, 1996 ):
Assuming you mean website visits, there are several ways. webs sites genearlly have logs which track this. There are sites, like webcounter. There are services which "audit" site traffic like Neilsen I/PRO I/AUDIT, and others.

You'll often see the logos of these services on the sites they audit


Tuesday, September 24, 1996 #1139
What do media specialists have to learn to prepare 21st century?What will be the most important change for media specialists?

The Media Guru Answers(Thursday, September 26, 1996 ):
Media specialists will need to learn how to deal with change. In the hardly more than first half of the 20th century alone, we have gone from the dominance of Newspaper, to the dominance of magazines, to the incredible dominance of radio to the overwhelming dominance of TV.

In the latter half of the century we have seen the fragmentation of media as the key trend. When the Guru entered the business (yes, in the latter half of the century) there were only 75 independent TV stations. Now there seem to be that many in the New York DMA.

With cables growth there are nearly that many networks now. The World Wide web is millions of individual media fragments.

Something other than computer based media will probably be the big news before 2010.Personal, wrist based satellite dish receivers?


Monday, September 23, 1996 #1140
My client's external auditors are not satisfied that affadavits received from broadcasters are definitive proof that the activity aired. We have explained that this is the accepted industry practice but are now being asked to provide additional information about this practice. I have some very detailed info from a FCC policies guidebook, but would like some additional information such as when station's began providing affadavits, any cases when the FCC audited a station and found no problems, the % of stations audited that have been fined for falsifying records, etc. Any answers for these questions or ideas on additional resources would be greatly appreciated.

The Media Guru Answers(Tuesday, September 24, 1996 ):
There was an article about this topic many (perhaps 10) years ago, in a trade magazine like Broadcasting.

As the station affidavit is accepted as definitive by industry practice, it is hard to imagine that a station would do more. The only better detail would probably be the real time tape of all the station's air-time. But would the auditors review it.

The Guru would turn the problem around. Since it's the client auditors inexperience which is raising the issues, let them specify what proof they would like. The feasibility of that form of proof (for the future, most likely) may be addressed.

More immediately, the "Four A's" (American Association of Advertising Agencies)frequently publishes guidebooks on such topics.


Sunday, September 22, 1996 #1141
Hello Media Guru, As powerful as the web search enginesare on the internet, I cannot find any research sites on the newspaper business in the UK. There are manysites by the US and Canada newspaper organisations, Can you tell me of any sites in the UK, which carry recent research material?

The Media Guru Answers(Monday, September 23, 1996 ):
Our very English guru suggests you look at

1. Adweb and look at the section on the NRS (National Readership Survey) first. This will give you top line info and is free access.

2. IPA (Institute of Practitioners inAdvertising). You can look at recent research appraisals here and some other information on readership but not all of it is free access.

3. MediaTel This will have all sorts of information on readership but is mainly closed access and users have to pay.


Saturday, September 21, 1996 #1142
Is there a book or directory that lists advertising agencies y region, clients and size? If so, is it available on the internet and where?

The Media Guru Answers(Monday, September 23, 1996 ):
Use your browser's "find" function to look at earlier answers on this page with references to The Standard Directory of Advertising Agencies (The Redbook).Also check the Guru Archives.


Friday, September 20, 1996 #1143
Can you access competitive information that may be proprietary?For example; can I find out what dayparts & spending levelsa competitor did for 1995?

The Media Guru Answers(Monday, September 23, 1996 ):
You can't get the proprietary version, but CMR (Competitive Media Reporting) is in the business or monitroing and compiling such information, now including internet advertising.


Wednesday, September 18, 1996 #1144
I'm trying to come up with reach curves (how many impressions does it take to get max. reach) for various on-line sites. Do you know how to do this?

The Media Guru Answers(Thursday, September 19, 1996 ):
Yes the Guru knows how to do this. He has done it for many media. The first step in "how" is to assemble some actual measurements of the accumualtion patterns of the medium for which you want a reach "curve" model. Telmar has done this and the latest versionof the AdPlus programhas internet curves built in.

If you could persuade a site to give you their unique monthly visitors and for example the 3 month unique visitors,then you could use the latest version of Telmar's AdPlusto determine the reach.

Note: Telmar is the parent company of AMIC and provides supportfor the media guru.


Sunday, September 15, 1996 #1147
Where do I look for Lifestyles and Demographics for Filipinos between the ages of 12 and 20? Is there a page where I can view stat information such as: number of population for each major city in United States, age breakdown, etc.?

The Media Guru Answers(Tuesday, September 17, 1996 ):
Filipinos are a fairly small segment of the Hispanic and/or Asian-Pacific Islander cultural segments, and the Guru, who has an especial interest in multicultural marketing, does not recall seeing any such data on the web. Lifestyle information is relatively rare for an under-18 demographic, except for the general market or its major segments.

Some of the listings at Abbott Wool'sMarket Segment Resource Locator might provide good leads.

A search engine such as AltaVista or Yahoo might produce some leads as well.

Finally, American Demographics Magazine frequently covers such topics, though the Guru's check of their archives was not productive.


Sunday, September 15, 1996 #1148
What is the most rapidly growing advertising medium?

The Media Guru Answers(Monday, September 16, 1996 ):
According to a recent Ad Age report, the web, though still the smallest, grew about 50% from first quarter to second quarter this year. That surely is fastest. In the not too distant future, some sort of stable level will surely be reached, and growth will be merely inflationary as with most other media. On the other hand, technology being what it is, there may be a new internet or other similar breakthrough before that happens. Who would have predicted today's www importance just two years ago?


Wednesday, September 04, 1996 #1150
1) Any studies of the success of newspaper inserts?
2) Any studies of color photos vs. drawaings?
3)What information is available to show the strength ofnewspapers vs. shoppers? Thank you in advance!

The Media Guru Answers(Friday, September 06, 1996 ):
In addition to the Guru's two favorite resources Advertising Research Foundation and Newsweek Media Research Index, the The Newspaper Advertising Association has a wealth of this sort of facts about newspaper advertising.


Wednesday, September 04, 1996 #1151
My company runs a popular, ad-supported web music directory, and I was wondering what is the best way to learn what advertisers have upcoming online campaigns? Currently, I just spend hours calling them all and asking what their plans are. This seems to work OK, but there has to be a better way. Is their a single source that lists current and future online campaigns for advertisers, and if so what is it and how do I get it?

Any help would be much appreciated.Thanks for a great resource!

The Media Guru Answers(Thursday, September 05, 1996 ):
The Guru doesn't believe there are alert resources such as you desire for any of the traditional media, either. Advertisers naturally guard information about their forthcoming plans. TV, radio and print salesmen go to great lengths to spot advertisers running in the competitve media, and build relationships that help assure they'll be the first thought of when plans are brewing.

It's just plain hard work until you spot some action or luckily call the right person at the right time.


Tuesday, September 03, 1996 #1152
My company has just developed an internet site as an extension of its core business. I'm in the aviationfield. The chiefs believe since we have an internetbusiness, we must advertise on the internet. I'm concerned about its effectiveness over more conventionalmethods. I'm not so concerned about prices, thoughI find it ridiculous some charge $1,000 per month andcan't tell me how many "hits" they get. Is there anyPROOF internet advertising really works?

The Media Guru Answers(Wednesday, September 04, 1996 ):
Short answer: NO
Eternal answer: It depends

Some are succeeding according to the standard they have set themselves for success. "Success" must be measured against goals. Is internet advertising going to be used to sell your company's product / service or to bring visitors to your site?

Nobody should be charging serious money without being able to count hits / accesses. It's too easy, today, to attach a counter like "web Counter" and be accountable to paying advertisers. Any site which can charge $1000 / month can surely afford its own documentation.

If the web is your "store" however, you will want to advertise in other media which has a large audience of computer users within your target area.Eg; www.Amazon.com is a successful on-line bookstore which advertises its URL in the book section of major newspapers.

For you, aviation industry magazines are a possibility. Featuring your URL in your regular print advertising is a way to test the waters. If readers of those trade books are not drawn to your site, then there is less likelihood that web advertising will succeed with your customer.


Sunday, September 01, 1996 #1154
I've got 22 email newsletter titles, which I launched about two months ago. And subscriptions are coming-in thick-and-fast -- up to 150 per day. Each of the newsletters announce web sites relevant to a particular topic. To-date, I've been trading 200 word sponsors' announcements in exchange for banner advertising on other sites. However, I'm now starting to get enquiries re. paid sponsors' announcements.

Can you specify a typical range of prices (eg. price per 1,000 readers) for sponsors announcements in email newsletters? -- bearing in mind that my sponsors are permitted a description of up to 200 words and our 22 newsletter categories allow pretty good audience targeting.

The Media Guru Answers(Monday, September 02, 1996 ):
There is not any e-mail newsletter standard pricing as yet. Assuming that your subscribers have all requested subscriptions, and the soel purpose of the newsletters is to announce sites in which the would be interested, then the value is probably comparable to web banner advertising.

The Guru compares this to outdoor billboards at about $5 per thousand. Others compare it to vertical magazines at $70-$100. But those magazine situations are full-page, detailed message ads, not road signs, like web bannners,See Pricing web Site Advertising; A Media Buyer's View ,here at AMIC


Saturday, August 31, 1996 #1153
How does one determine what is effective advertising on the internet?What would be thought to be an effective frequency?How does it compare with more traditional media (direct advertising etc)?

The Media Guru Answers(Monday, September 02, 1996 ):
One first has to define what qualifies as advertising in the internet context. Is it a full web page or is it a banner ad on someone else's page?

Effective frequency was long cosidered to be just a simple 3 or more times, stemming from the origninal 1883 Ebbinhaus learning theory experiment.

More recent theorists look at differnet amounts of repetion needed to "learn" an advertising message, based on content (high interest/low interest, etc) or environment (relevant surroundings, clutter, competition, etc).

But in the case of banners, these are usually no more than logos, with nothing to learn, they're fishing lures to bring the browser to the more detailed inormation. In the case of full web pages, the idea is either to draw the browser through the whole content if the page is an ad or to bring the browser back often if the page itself is a medium for other people's banner ads.

Learning and repetiton may not be relevant or may nned to be redefined.

In a direct mail context, the banner may be like the outside of the envelope, and the web page like the content. Both are a one-shot deal: effective frequency doesn't enter the picture.


Friday, August 30, 1996 #1155
Greetings, Guru--Firstly, thank-you for this service. It beats climbing K-2 looking for some soothsayer in the Lotus position.

On to the serious.I own and operate an audio production house, geared toward radio. We write, voice and produce. Our first two years in business we catered directly to radio stations, and would now like to shift our focus to ad agencies (with a definate, if not primary, interest in radio). Can you suggest any lists, resources, tips or leads that might "weed out" the irrelevant candidates?Thanks!

The Media Guru Answers(Friday, August 30, 1996 ):
TheStandard Directory of Advertising Agencies (TheAgency Redbook) includes in each agencies listing the approximate investment in each medium. Though not likely to be especially accurate in a statistical sense, the agency's claims should at least indicate their interest in radio.

The Guru is one of the few still in the lotus position, most others apparently preferring X-cel.


Thursday, August 29, 1996 #1156
Dear Guru :Where in the Interent World do people that have relevent press releases, for the good of businesses everywhere, go to place them? Can this be done so the press can choose what they want; or does this have be done on a one to one basis still ?

The Media Guru Answers(Friday, August 30, 1996 ):
The Guru does not know of any place on the internet that is a repository forpress releases.

In general unsolicited mail is frowned on by the internet community. It is referred to as "spam" and is considered extemely bad etiquitte. Sending such information to lists or newsgroups is considered "spam". Spamming is not permitted by most internet Service Providers, and spammers canexpect to have their accounts cancelled.

There are however a number of newsgroups that allow PERTINENT advertisementsand press releases. Check the list of usenet newsgroups supported by yourprovider to see if any are apropriate for your company. Then read theFAQ for that newsgroup and monitor it for a while to see if your pressrelease would be welcomed.


Thursday, August 29, 1996 #1158
Hi! Do you know of any research into political advertising?If so, where should I look? Thank you!

The Media Guru Answers(Friday, August 30, 1996 ):
The Guru relies on the Advertising Research Foundation and Newsweek Media Research Index for such needs.


Sunday, August 25, 1996 #1161
Guru, could you tell me where can I find a list with the most important books on "Media Research" (for both printed and electronic media)

The Media Guru Answers(Monday, August 26, 1996 ):
The Advertising Research Foundation library is likely to be the best collection of these books.


Friday, August 23, 1996 #1162
Need product usage infromation: dog food product usage information among hispanics. Where can I find any info. on this subject...Thanks

The Media Guru Answers(Monday, August 26, 1996 ):
Simmons' SMRB and MRI are the industry standard sources for national demographics of product usage.

MRI uses language use and national origin questions to classify a Hispanic demographic set. SMRB does this with it's general study and also has created a separate Hispanic study with a large, 10,000 sample among hispnics. All three willinclude pet food.


Friday, August 23, 1996 #1160
Could you please guide me the best resource for obtaining a list of all advertising and broadcast publications, their addresses and names of editors, journalists,. . . Is there an organization from which I can obtain this information?Thanks,

The Media Guru Answers(Monday, August 26, 1996 ):
The best source of information on publications is the Consumer and Business publication directories of Standard Rate & Data Service. These will be rich in information about advertising and includes addresses and the name of the publisher and/or editor. For more detailed information about editors and journalists you could contact each of the publications directly.


Friday, August 23, 1996 #1163
I am looking for the list of ad agencies/media buying services located in Richmond, Virginia. Can you give me a hint where to find that kind of information? Thank you.

The Media Guru Answers(Friday, August 23, 1996 ):
The TheStandard Directory of Advertising Agencies (TheAgency Redbook) has a geographicallist of agencies. It should be available at your local library.


Wednesday, August 21, 1996 #1164
Guru,I am looking for two directories: 1) a directory that lists ad agencies that buy up banner space for their contracts.2) a directory that lists important web design firms.Thank you very much.John Busby

The Media Guru Answers(Friday, August 23, 1996 ):
The Guru is not aware of any such specific directories for ad agencies that buy web advertising. You could attempt to build your own, using Yahoo and AltaVista or other search engines. If the directories you want existed, on the web, you could find them with the search engines as well.

A list of web design firms is included within the AMIC web Sites / internet Marketing Companies pages onthe Advertising Media internet Center.


Friday, August 16, 1996 #1166
Are any of the multi-level marketing plans that are everywhere on the internet any good?

The Media Guru Answers(Tuesday, August 20, 1996 ):
Though your question has absolutely nothing to do with media, the Guru is confident in saying "no."No selling business which is dependent, for its revenue, on recruiting more sellers rather than on selling whatever is its product or service, can perform as promised. If you do the arithmetic on a typical MLM's promises, you usually find that within 6 months, everyone in the world would have to be a selling for the company. And you've antagonized your friends and family, who you sucked in as your first level downline.


Thursday, August 15, 1996 #1169
How can I find information about differences in retentionrate between different Media

The Media Guru Answers(Monday, August 19, 1996 ):
The Guru finds his generic research most often at Newsweek Media Research Index or through the Advertising Research Foundation

If one finds retention rate of media, it is worth considering that budget must be considered as well. In the laboratory, a radio commercial might have far less retention than a tv commercial, for example, but in the real world, 10 radio spotsmight produce better message retention than 3 tv spots, for the same budget.


Monday, August 05, 1996 #1172
Who are the top ten traditional advertising agencies in the US?WHo are the top ten ad agencies with a bent towards internet?

The Media Guru Answers(Thursday, August 08, 1996 ):
Agency ranking are published annually by Ad Age.

Modem Media, and Poppe Tyson are among agencies well known for internet development. It seems as if most majors have added a division for the purpose and, no doubt, there will soon be some sort of official rankings. But should it be based on number of sites developed, site development billings, value of sites to the owners, number of accesses of sites developed or ??? A


Monday, August 05, 1996 #1170
Our client is interested in selling web site advertising to local advertisers in serveral markets throughout the U.S. How do we go about finding a local web advertising sales rep for these areas?

The Media Guru Answers(Thursday, August 08, 1996 ):
The easiest method is to use a search engine like Yahoo and combine a search for web reps with the specific locality you need.

Otherwise, a geographic list of ISPs such as The Listwill guide you to access providers by area, who will know what sites they have which carry advertising.


Tuesday, July 30, 1996 #1173
I am in the process of setting up a web Wrepping business in New Zealand. I am have been reading about varioyus different pricing models for on line media - what in your view is the the way to go? - also, I am planning a trip to California and want to visit some companies specialising in internet Media (such as web Rep). Do you recommend any others?

The Media Guru Answers(Wednesday, July 31, 1996 ):
If you've read about the models the Guru frequently cites, the Modem Media Model, the alternate "Media Buyer's View" by Abbott Wool posted here at AMIC, and Ad Age's coverage of "click-through" based pricing, you're pretty well read. It's time to think about what your prospect might accept.

WWwebrep is a good starting point.The Guru recommend finding others through search engines -- it's sort of a test -- if a web rep isn't readily findable though search engines, it raises doubts, doesn't it?


Tuesday, July 30, 1996 #1174
What is a good source(s) for evaluating the impact of advertising on the web for a multi-media plan? Also, in your opinion, what is the value-added the internet or web in particular has to offer an advertiser than other media does not?

The Media Guru Answers(Wednesday, July 31, 1996 ):
Sources for evaluating impact will probably be scarce for a while...when will there be an advertiser big enough to have a prototypical "cool" web site who is willing to test the web's ability to sell without other traditional advertising support?

Some of the B to B media sites might be close. There seem to be a few logical analytical steps that someone considering www advertising could go through if they're not prepared to spend on actual research.

Consideration 1:
Does the target participate in the web to an extent that could even conceivably affect sales if the site was a raging success in drawing traffic?

IE the Ragu site is frequently mentioned as one of the coolest, but what fraction of Ragu's probable target audience (Working LOH 25-54, maybe?) is a regular web user -- not merely having "access."

Consideration 2:
Is there some logical connection of the web to the advertised product/service that could add value, eg computer or entertainment industry or some other where the web could provide an interactive demo or sample.

Consideration 3:
Is building a database of visitors of particular value?

Consideration 4:
Is there any clear marketing goal that the web can achieve better than traditional marketing communications.

Just so this doesn't come across as the Guru downplaying the web, recognize that it is of value to certain advertisers to be perceived as cool, leading edge, etc and the web is today's ultimate credential in that arena.Yahoo or AltaVista can find you others.


Monday, July 22, 1996 #1177
I am looking for a list by industry of gross revenue and the percentage spent on advertising.

The Media Guru Answers(Tuesday, July 23, 1996 ):
Advertising Age frequently publishes this sort of data as a chart. . . or two charts which can be combined into the info you need.


Monday, July 22, 1996 #1649
I am looking for a list by industry of gross revenue and the percentage spent on advertising.

The Media Guru Answers(Tuesday, July 23, 1996 ):
Advertising Age frequently publishes this sort of data as a chart. . . or two charts which can be combined into the info you need.


Wednesday, July 17, 1996 #1179
Do you know any research about how much average frequency is enough before the consumer turns against the advertised product. I mean before they are fed up with the ad. I would like some articles or tables about different product categories concerning this effect.Thank you.

The Media Guru Answers(Thursday, July 18, 1996 ):
There does not seem to be any definitive research on this. Planners dread the question "when is the campaign worn out" almost invariably asked without any definition of "wear-out." Certainly some ads are less enduring in terms of selling ability, which may have little to do with consumers being "fed up." Some advertisers use frequency in top quintiles as a guide, some just accumulated GRP, others study the competitive environment and clutter of their usual advertising media.

The "propinquity theory" gaining in appreciation argues for lower frequencies and if it catches on generally, may change the concept of wear out. Probably the best source of published study and opinion would be the Advertising Research Foundation Library


Tuesday, July 16, 1996 #1180
What I would like to have is a listing of thosetechnology & integration companies that are workingwith advertising agencies to create content for sites -- and would be interested in a technology my companyprovides to help.The ultimate example of a full-service company I wouldtarget would be someone like CKS partners, but thereare many smaller players I am unaware of.Does a list like this exist and if so any suggestionsas to where to find it?Any and all help is very much appreciated. We have ademonstration application going up on Friday at www.medalwatcher.com which will be a showcase ofour technology in the form of a real-time olympicresults, dynamically updated (way beyond HTML webpage updates like all sites) and integrated real-timeMacromedia movies triggered by results. Hot stuff -- but we need the right people to see it! and of course being olympic, it is time sensitive.I appreciate your help. Scott Healy, Wayfarer Communications

The Media Guru Answers(Wednesday, July 17, 1996 ):
The search engines like Yahoo can turn up such companies. One would have to assume such companies have established a web presence.


Wednesday, July 10, 1996 #1181
Who do I contact to inquire about airport advertising in Phoenix, Arizona? A quick reply would be appreciated because I'm working under a tight deadline. Thank you.

The Media Guru Answers(Thursday, July 11, 1996 ):
Try TDI (Transit Display Adverising) in NY City or Gannett Outdoor If they don't have the Phoenix Airport, they'll know who does.


Sunday, July 07, 1996 #1185
I am convinced that with a limited budget it is necessary to reach "effective" reach levels at a given period of time rathe than spread thos dollars throughout the year to achieve low levels but high coninuity. I am working in the Automotive field. Please help me. I need specific documented research studies on effective reach!!!

The Media Guru Answers(Monday, July 08, 1996 ):
It isn't clear what your query is. Many people continue to feel as you do. In recent years, many others have espoused the "propinquity" theory which advocates continuous low levels, based on the idea that the single exposure closest to a purchase occasion is the most effective.

There has been considerable trade publication comment on the matter, most often by Erwin Ephron, probably the leading proponent of propinquity. A recent Advertising Research Foundation workshop devoted considerable attention to this issue, and the proceeding of that conference should be available from the ARF. There have been opposing positions, in agreement with yours, published as well, one of the earliest by Abbott Wool in Media Week shortly after Ephron's first publication of the theory.

The Guru has discussed this before, so using your browser's "find" function to scan this page and the Guru archives will provide additional material.

Surely the most archetypical exception to continuity is for the highly seasonal product, as automotive products may be.


Tuesday, July 02, 1996 #1186
where does a small startup company find info on the market penetration of its competitors

The Media Guru Answers(Wednesday, July 03, 1996 ):
If it is in consumer goods or services, then syndicated research such as MRI, Simmons SMM or Mendelsohn's MMR may have the information. You will find links to these services below, in previous answers.

In other business areas you may need to commission research. "Omnibus" studies can where several clients share the cost of research can keep costs within reach. The American Marketing Association or the Advertising Research Foundation can help you find research companies which offer Omnibus surveys.

Some industries also have their own specific Associations which maintain a tracking of market penetration or similar data.


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


Wednesday, June 26, 1996 #1189
I am looking to locate a range that an advertiser is willing to pay for each web Site hit generated by another site or service.

The Media Guru Answers(Thursday, June 27, 1996 ):
Advertising Age has published frequent coverage of this issue, as have web-oriented magazines such as NetGuide and internet World on occasion.

With P&G in the vanguard, there is a trend to pricing by click-through rather than hits, but it does sound as if your question is refering to resulting "click-through" hits, rather than hits on the originating ad.


Tuesday, June 25, 1996 #1190
Have you come across any recent studies discussing measurementof effectiveness of newspaper retail advertising?I'm particularly interested in any studies which mayhave used sales response as the criterion variable.
Mike Donatello
Manager, Market Research, Newspaper Association of America11600 Sunrise Valley Dr., Reston, VA 22091
Voice: 703.648.1140 FAX: 703.648.9819
MDonatello@aol.com ........ primary
donam@naa.org............ backup

The Media Guru Answers(Wednesday, June 26, 1996 ):
The Guru's first choice for such questions would be the Newspaper Advertising Association.

The Newsweek Media Research Index On-line, maintained by Virtual Media Resources, lists several newspaper effectiveness studies, but the latest is from 1985.


Tuesday, June 18, 1996 #1198
Hello Media Guru. I publish The Real Estate Book of Santa Fe, A digest Size advertising medium. Can you tell me if any studies have been done on the difference in effectiveness of a full page 8.5 by 11 ad and a full page digest size ad?

The Media Guru Answers(Tuesday, June 18, 1996 ):
A good source is The Newsweek Media Research Index.


Saturday, June 15, 1996 #1199
Do you know any resources concerning the future ofinternet marekting. All sites which I know deal with moreoperational question. But what will be, if more and morepeople come on the net and the lines become faster. Willthere be an interaction between TV and the internet or other meida?

The Media Guru Answers(Monday, June 17, 1996 ):
Certainly as the internet "reaches" more people and becomes a mass medium which will partly depend on faster "pipes" advertisers will pay more attention. Ironically, static ads will begin to have perceived value, instead of primarily links as is the case now.

Already most media have web sites and there has been some "simulcasting" by broadcast media and "live," on line, publishing by print media.

The best way to gather information or informed opinion about the future of the 'net is probably by participating in newsgroups or e-mail discussion lists. In March 4th and 22nd Guru answers there are directions for subscribing to some of these. Another one which was explicitly about your topic, internet Marketing, has folded.


Tuesday, June 11, 1996 #1201
do you know of any great research on the soho market? In particular I am looking for internet usage within the small office/home office market.

The Media Guru Answers(Thursday, June 13, 1996 ):
There are some marketing web sites in this arena. Try the search engines, like AltaVista.


Monday, June 10, 1996 #1203
The company I work for has a wed site that we would like to have other companies advertise on. In essence, we have web advertising space for sale. I am trying to track down companies that will consult with us on how to best go about doing this. As part of the consulting, we are hoping to have a company that will direct advertisers to our site. I am having trouble coming up with a list of such companies. Any help you can provide will be appreciated. I have found two companies, Media Market (by Sponsor.net) and webtrack, but so far, that is all.

The Media Guru Answers(Monday, June 10, 1996 ):
Companies that sell web advertising space include webRepand Katzalso,i-trafficmaintains a listing of web sites accepting advertising, and SRDSprints an Interactive Advertising Resource volume.


Wednesday, June 05, 1996 #1205
I am looking for household counts and population for the top 100 ADIs in the US. Do you know of an internet source?

The Media Guru Answers(Thursday, June 06, 1996 ):
ADI is an out-of-date term, dropped by its creator, Arbitron, when they went out of the Television ratings business. Nielsen"DMA" is the standard, current geographic definition of mutually exclusive marketing areas. The Guru does not think there is a listing of these populations on the 'net. But most media, ad agencies or research companies which subscribe to Nielsen or depend on DMA's,have lists available and share the data fairly readily for legitimate inqiries. It might be worth exploring the search engines for the data, as well, since it is often incidentally attached to research results. Try AltaVista


Tuesday, June 04, 1996 #1206
i'm trying to find out about the Journal of Advertising Research, where is it available etc. I'm a media strategist in South Africa. Cheers James

The Media Guru Answers(Thursday, June 06, 1996 ):
The Journal of Advertising Research is published by the ARF (Advertising Research Foundation) whose website is hosted on AMIC. Details are available at http://www.amic.com/arf/publish.html.


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


Thursday, May 30, 1996 #1208
Where can I find an 'open' list of business publications on the www? I've checked SRDS, but it, as you know is not 'open'.

The Media Guru Answers(Friday, May 31, 1996 ):
Do you mean a list that's accessible through the www or a list of Bus Pubs with www sites?

Either way, AltaVistaor Yahoo search engines are the best resource. Refining your search parameters will find what you need if it's there.

There would seem to be little reason for anyone to create a classified list of business publications, a la SRDS, and post it for free on the web.


Wednesday, May 29, 1996 #1209
I need to locate a Japanese Tourism guide that accepts advertising in New York City.

The Media Guru Answers(Thursday, May 30, 1996 ):
Assuming that you have tried the usual SRDS resources without success, it might be useful to check with one of the NY hotels like the Kitano that caters to the Japanese tourist.


Saturday, May 25, 1996 #1210
Hello: "I had a dream..."...Do you know any listing of advertising/sponorship-rates for web marketing as wellas counted visits or PageViews???

The Media Guru Answers(Sunday, May 26, 1996 ):
The Guru has frequently mentioned i-traffic for this sort of information. webTrack also lists ad sites.


Friday, May 17, 1996 #1214
I have been marketing on the 'web by targeting companies on URL directories, getting their E-mail address and sending E-mail advertising to them. I have two questions: 1) Is this type of advertising violating 'Net etiquette? 2) Do you know sources for E-mail lists of certain industries like machinery equipment manufacturers, etc.?

The Media Guru Answers(Friday, May 17, 1996 ):
Yes, emailing advertising to persons or firms with whom you have no regular relationship is considered a netiquette violation. The major problem is that the email will usually not goto the proper person and so will be considered junk mail and noiseby those recieving them. It is never ever appropriate to send emailadvertisements to mailing lists unless all of the following requirements are met:
1) The list explicitely accepts ads.
2) It is labelled as an ad in its subject.
3) It is relevant to the list topic. Unrelated ads are NEVER appropriate and are considered spamming.
4) You have joined and monitred the list for some period oftime and believe the ad will be well recieved and is in keepingwith the tone of the list.

On-line marketing discussion groups often address this topic. Discussion groups devoted to internet marketing may see the issue somewhat differently than general marketing groups. The Guru, personally reacts very badly to receiving unsolicited email advertising.

A list of marketing discussion groups may be found in prior answers, below and in the archive.


Wednesday, May 15, 1996 #1215
Where can I find this data: World Mass Media Advertising Expenditures

The Media Guru Answers(Friday, May 17, 1996 ):
Some of the largest multi-national agencies such as Saatchi and Interpublic compile these data. Advertising Age is most likely the best probable published source if there is any.


Wednesday, May 15, 1996 #1216
In response to your answer on the question about newspaper on 5/14, do newspapers ever publish readership fiqures by section? I am planning a campaign and would like to know if the main news or the travel section would have a better readership. None of the newspaper that I have talked to have information about readership figures by section.

The Media Guru Answers(Thursday, May 16, 1996 ):
Main news and sports are often the best read sections. Speak to the papers you will use in regard to section readership research they have done. The Newspaper Advertising Association reports Simmons' ovwerall sectionreadership findings. In addition the MRI study has information onnewspaper section readership.


Sunday, May 12, 1996 #1221
I'm trying to determine how I should price banner advertisments on our upcoming www site. I've located the article "Pricing web Site Advertsing" by Abbott Wool as suggested by one of your FAQs. Can you recommend any other sources of information on this topic and/or do you have any advice not included in Wool's article?

The Media Guru Answers(Monday, May 13, 1996 ):
The San Jose Mercury News has an extensive discussion of counting web site audience and the process of determining web advertising price/value, at its site.


Saturday, May 11, 1996 #1222
What will be the total amount spent on web advertisngin 1996 in *real* dollars? (sans swapping) I have heardall sorts of #'s being thrown about ranging from $150million to $350 million. BTW, this is a useful site. thx

The Media Guru Answers(Sunday, May 12, 1996 ):
The Guru has heard a wider range than the one you cite. Even after 1996 is over it will be difficult to look back and determine the ad volume. There are too may sites, too many definitions of advertising to easily encompass a count. And you're welcome, we are pleased that you findour site useful.


Thursday, May 09, 1996 #1220
I am in search of a national network who would handle all Pennysaver/Shopper weekly newspapers. Would you know who I can contact?

The Media Guru Answers(Wednesday, May 15, 1996 ):
The largest Pennysaver/shopper seller of which the Guru is aware is American Publishing Company handling over 300 papers, mostly Pennysavers and shoppers, in 29 states.


Wednesday, May 08, 1996 #1225
Is there a way to identify a list of hot web sites that are visited from certain cities or states? Something like, " what are the top 10 financial web sites most visited by PA on-line users (residents)?"

The Media Guru Answers(Wednesday, May 08, 1996 ):
web sites' logs will show the domain of the visitor, which can be attached to geographic location. The Guru has not seen any sites compiling and publishing these findings. The internets' strength is in how it makes geography irrelevant, which is not a plus for retail marketers.


Wednesday, May 08, 1996 #1224
I am composing my first interactive media plan for a regional bank client. It is a three month campaign. I am trying to set a monthly gross impression goal that would generate adequate on-line exposure for launching a pc based banking product. Any rules of thumb?

The Media Guru Answers(Wednesday, May 08, 1996 ):
You could try to "back into" your goal.

How many customers for the PC product would be considered a "success?"

What response rate can you expect from a web site?There may be some published infromation in the trades.

Suppose it's the 1 - 1.5% that's considered successful in some other direct response media. Divide your customer sign-up goal by the response rate to project needed site visits. For example, if you want 1000 pc accounts, 1000 divided by .01 (1%) is 100,000.

Is this realistic? If there are 10 million US households using the www (a mid range estimate) how many might be in the "regional" service area of your bank? We assume there is some need for a personal visit to the bank at some point in the process.

Let's take a generous estimate of 10%. So there would be 1,000,000 potential customers. You would need to draw 10% of them to your site to get the 100,000 vistors who would produce the 1000 accounts.

This certainly indicates that you would need a strong traditional media campaign to draw site visitors.

But, plug in your own numbers in the suggested process, and as the saying goes, "you do the math."


Sunday, May 05, 1996 #1228
I am looking for any information about the market segments or conditions for Blockbuster Entertainment, and have been unsuccessful thus far. Any suggestions?

The Media Guru Answers(Monday, May 06, 1996 ):
Standard Syndicated product usage research such as MRI or Simmons SMRB Survey of Media and Markets (212)916-8900 would cover video rentals. Local, retail oriented research like Scarborough often has more data about particular stores and chains.


Thursday, May 02, 1996 #1229
I am looking for the most efficient and wide-spred meansof reaching media buyers regarding available banner spaceon some of our prominent web sites. Is there a comprehensiveindex or posting service that will give me access to the big guns ?

The Media Guru Answers(Friday, May 03, 1996 ):
You probably want to reach people with planner titles, rather than buyers. In most cases planners will be making the decision on whether to include web media and which to use.

If you are not restricting yourself to those already known to be using the web, then the two trade journals for the media segment of the ad business could be your best bet: Inside Media or MediaWeek(212) 536-5336. You can use them as advertising vehicles or sources of media planner lists. The Standard Directory of Advertising Agencies could also generate a mailing list of persons with media titles listed in the Agency "Redbook."


Wednesday, May 01, 1996 #1230
Are there any software packages that allow you to collectmedia data over the internet? Also, what are the latestprograms dealing with media planning? I work with a small agencyin New York that places local radio, newspaper and televisionin a few markets in the midwest and we are looking forways to go take our media planning into the digital age.

The Media Guru Answers(Thursday, May 02, 1996 ):
Telmar, (AMIC's parent corporation) is in the business of providingits clients with leading edge technology for internet, dial-up and local access to media software as well as to the hundreds of syndicated databases available for clients with legal access.

Telmar has programs for print, television,cable, radio, and newspaper. The All Media Planner allows the user to do all media advertising media planning, including reach/frequency analysis, media mix, optimization, budget allocation, flowcharting, graphics. Also note that there is free cost per point information provided by SQAD on AMIC.

Contact sales@telmar.com for further information about Telmar's services.


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.


Monday, April 29, 1996 #1235
I'm looking for some current information on the media habits of women 25-54, especially the differences between women who work outside the home and those who don't. East Coast markets. Can you supply, or point me to a source. Time is critical. Thanks.

The Media Guru Answers(Tuesday, April 30, 1996 ):
While individual rating services have some data on this topic, the broadest cross-media sources would be Simmons SMRB Survey of Media and Markets (212)916-8900 or MRI


Monday, April 29, 1996 #1236
Hi, can you tell me where on the web and in Traditional research, I canlearn more about College Students and their demographic profiles, etc.Thanks

The Media Guru Answers(Tuesday, April 30, 1996 ):
See the SMRB and MRI references, just below.Also contact college targeted media which will have their own resources.


Monday, April 29, 1996 #1703
Hi, can you tell me where on the web and in Traditional research, I can learn more about College Students and their demographic profiles, etc. Thanks

The Media Guru Answers(Tuesday, April 30, 1996 ):
See the SMRB and MRI references, just below. Also contact college targeted media which will have their own resources.


Monday, April 29, 1996 #1722
I'm looking for some current information on the media habits of women 25-54, especially the differences between women who work outside the home and those who don't. East Coast markets. Can you supply, or point me to a source. Time is critical. Thanks.

The Media Guru Answers(Tuesday, April 30, 1996 ):
While individual rating services have some data on this topic, the broadest cross-media sources would be Simmons SMRB Survey of Media and Markets (212)916-8900 or MRI


Saturday, April 27, 1996 #1238
Hello: Do you know a university or business school in CA thatworks successful on the field of internet marketing?

The Media Guru Answers(Sunday, April 28, 1996 ):
Most Universities large and small seem to have a website today. Surf the California schools to see what is offered. Generally, "www..edu" will find a college, but abreviations can muddy the issue so you might try a search engine like AltaVista

Since internet marketing, especially the www, is only a two year old concept (give or take) in any big way, it is probably far too soon to judge the success of any school's program. Though big in terms of noise and press, the internet is just a small one of many, many marketing media, and probably a long way from being more than one or two courses in a marketing curriculum.


Tuesday, April 23, 1996 #1240
Do you know of any list/directory of sites that accept advertising ?Thanks,Ron Goldmanrgoldman@odyssee.net

The Media Guru Answers(Tuesday, April 23, 1996 ):
Two are on-line at i-traffic and webtrack.

Off-line, SRDS (Standard Rate and Data Service) has a new guide called (approximately) Interactive Media Resource.


Thursday, April 18, 1996 #1241
How does an agency gain ASI vendor status?

The Media Guru Answers(Thursday, April 18, 1996 ):
Though this is not strictly a media question, the Guru has associates in many arenas. One, who is in the Advertising Specialty business, explains:

ASI (the Advertising Specialty Institute) is like a clearing house for both distributors and suppliers. It really is a good organization in many ways. It helps us find suppliers who will usually do what they say (no guarantees) It helps find legitimate distributors to represent their products.

The Guru suggests browsing the ASI website for more information.


Wednesday, April 17, 1996 #1242
When did companies start advertising on the internet.

The Media Guru Answers(Thursday, April 18, 1996 ):
According to Guru-in-Training ArielleWeinstein of i-traffic, a web MediaPlanning firm:

If you are using the term "internet Advertising"according to today's definition: a logo, or banner on a website that will link the visitor to another website if he clicks on it, then here's your answer:

"The first banners appeared in August of 1994 on Hotwired'swebsite, after the site solicited several agencies to have their clients become charter advertisers. MCI and Saturn were among the first to put up banners on the world wide web."

If you mean the whole, 30 year old internet, the answer maynot be traceable at this date, but if the Guru learns more,it will be posted.


Tuesday, April 16, 1996 #1244
Firstly, this is an exceptional site, and your service second-to-none. Thank you!Secondly, I can't seem to find a website for thepublishers of Adweek, Brandweek, etc. Can youguide me in the right direction? Thanks, again!

The Media Guru Answers(Wednesday, April 17, 1996 ):
Thank you. We try our best to provide a service to the advertising community.

We were also unable to find a site for Adweek or Brandweek. Try callingthe publisher of Adweek (212) 536-5336 and ask why they are not onthe www or if they are, why are they so hard to find. They should setup a site and then advertise on AMIC :-).


Friday, April 12, 1996 #1243
Actually, two questions: 1) Have you considered highlighting or otherwise differentiating your Guru Questions from your Answers? Doing so may make browsing more efficient. 2) Could you briefly review the various techniques and services available to assist site operators and direct marketers in understanding who is accessing their data, or would have interest in doing so? Thanks, and apologies if this last question repeats portions of previous ones.

The Media Guru Answers(Wednesday, April 17, 1996 ):
We are always looking for ways to improve our service. We willbe looking into ways to make the Guru information more useful. Werecently expanded the archive to include past questions by topic.

The issue of understanding who the users at a site are is a difficult one and various reports and discussions on monitoring isa hot topic. A few of the places that you can begin to get informationon internet use and measurement include:
npd
O'Reilly Associates
and i-traffic.


Thursday, April 11, 1996 #1245
Do you have any information or links on the topic of clickstream analisys, composing a consumer profile by recording his clickstream on the internet and analyse this for one to one marketing?

The Media Guru Answers(Wednesday, April 17, 1996 ):
You should do a search on AltaVista. A quickcheck revealed over 400 articles on "clickstream".


Saturday, April 06, 1996 #1249
Interested in locating research re radio programming, in-depth info re radio listeners (psychological characteristics as well as demographioc variables). Most research seems to be reach and frequency. Has any qualatitive research been done with various types of radio listeners? [Interests, values, what turns them on, etc]

The Media Guru Answers(Sunday, April 07, 1996 ):
The major syndicated media studies MRI and Simmonscover demographics, psychographics and purchase behavioralong with radio listening by format. The studies are notprincipally focused on radio, but would be useful. Radio Networks and major stations have access through their national reps, if not locally.

Many major stations may also have proprietary studies, butit would be harder to fairly compare different studiesacross formats.


Friday, April 05, 1996 #1250
How much advertising dollar is spent on magazine advertising by AT&T, MCI, and SPRINT? What is their advertising Strategy in relation with the print media? (This is related to my independent project at the University at Albany. I would really appreciate your help. Thanks.

The Media Guru Answers(Sunday, April 07, 1996 ):
Advertisers' magazine spending, and print schedules, are reported by CMR (Competitive Media Reports). The data are not normally available without cost.

No doubt deducing the strategy from the listed schedules would be the key learning experience from your project.


Friday, April 05, 1996 #1731
Interested in locating research re radio programming, in-depth info re radio listeners (psychological characteristics as well as demographioc variables). Most research seems to be reach and frequency. Has any qualatitive research been done with various types of radio listeners? [Interests, values, what turns them on, etc]

The Media Guru Answers(Sunday, April 07, 1996 ):
The major syndicated media studies MRI and Simmons cover demographics, psychographics and purchase behavior along with radio listening by format. The studies are not principally focused on radio, but would be useful. Radio Networks and major stations have access through their national reps, if not locally.

Many major stations may also have proprietary studies, but it would be harder to fairly compare different studies across formats.


Friday, March 29, 1996 #1252
Has anyone published information regarding web access, web usage and web demographic profiles of consumers by DMA on the web? Furthermore, is this information freely accessed? I am specifically interested in th Mpls/St. Paul DMA.

The Media Guru Answers(Saturday, March 30, 1996 ):
In the Guru's opinion, there are not even good answers to those questions at the national level. If you look down below, at a March 7 question, you'll see a link to a compilation of web demographics info. There is also a listing of other studies and web providers at bxi, and Nielsen has done a large scale study. It's possible that the Nielsen or O'Reilly (see bxi) web-use studies had big enough samples that they can break out Minneapolis, but that data would not likely be free, if available.


Wednesday, March 27, 1996 #1253
what is the going rate for advertising on web sites?

The Media Guru Answers(Friday, March 29, 1996 ):
The various trade publications often discuss this data.Ad Age is one, and most libraries have it on file if the web site doesn't. CMP, Meckler and other computer publishers may such articles filed on their sites.

Finally, i-traffic, a web media planning / buying service, maintains a listing on their site.


Wednesday, March 27, 1996 #1254
We are looking for the publication "Basic Cable Facts." Can you provide info on the latest issue (96?) and who to contact. Thanks.

The Media Guru Answers(Friday, March 29, 1996 ):
The best information source would probably be The CableAdvertising Bureau.


Monday, March 25, 1996 #1255
Do you have any information available on the erosion of television news ratings over the past three decades?

The Media Guru Answers(Tuesday, March 26, 1996 ):
From time to time, Nielsen issues a topical review of this sort, though not typically over 30 year spans

Over a span of three decades, more than ratings have changed. If you are thinking principally of Network news, there has been a many fold change in the number of local news programs over that time, and in the number of independent stations, not to mention cable news sources. Should ratings trends or total news audiences be your focus?

By the way, just for fun, in May-June 1960, The CBS Douglas Edwards News had about an 11.3 HH rating and NBC's Huntley-Brinkley did roughly 11.6. The latest Nielsen pocket piece forthe period March 4-10 1996 shows; ABC World News Tonight at 9.7,CBS Evening News with Dan Rather at 7.9 and NBC Nightly News at 8.9.


Wednesday, March 20, 1996 #1258
I am trying to locate a magazine called "The Net." All I know about it is that it is published by Mindy Sadler (sp?) of San Francisco, and that it critiques ads on the web. I have checked media directories as well as directory assistance in San Francisco. Can you give me any information on this magazine, or suggestions on how I can track them down?

The Media Guru Answers(Friday, March 22, 1996 ):
The Net Magazine may be an on-line publication only, at The Net.

There is also "The Net" in New Zealand, and 134 total links to references to "The Net Magazine" that turn up by searching AltaVista.


Wednesday, March 20, 1996 #1256
Can you recommend any mail lists (online) that deal with media planning, buying and/or media research?

The Media Guru Answers(Friday, March 22, 1996 ):
Thanks for asking. As a result of your inquiry, and the need for such a list, the staff at AMIChas created a new list devoted exclusively to media planning / buying / research. The list has just this evening been established.It will be announced in all of the appropriate places. You can bethe first to join the list. Send email to listserv@amic.com with any subject and the message:
SUBSCRIBE MEDIAPLAN

The archive for mediaplan will on AMIC in the www.amic.com/amic_mem/talk/forums/medplan section of AMIC.

In an answer below on March 5, the Guru has described some marketing mail-lists which do include media topics in their discussions.

Elsewhere on the AMIC site, the Forums section offers newsgroup-style discussion of some other media and media research topics.


Tuesday, March 19, 1996 #1260
are there any international competitive tracking services similar to LNA or ROME reports here in U.S.

The Media Guru Answers(Thursday, March 21, 1996 ):
Yes, BARB is a similar service in the UK. There are others around the world. Through international offices, media software service companies like Telmar will be familiar with manipulating the data provided by such services.

For that matter, CMR (212) 789-1422 the producer of LNA and Rome, is a part of VNU, a European company.


Friday, March 15, 1996 #1262
Can you locate the MRI questionnaire beta test site for me? They are being very hush-hush about it, and I want to view the questionnaire being used.

The Media Guru Answers(Monday, March 18, 1996 ):
You will have to contact Mediamark Research, Inc (MRI) directly. You might also wantto try using one or more of the search engines to see if they can sniffout something that might be hard to find.


Tuesday, March 12, 1996 #1264
Dear Guru;I am in the process of launching a software product aimed at the magazine publishing industry. It is an internet software based on getting their content online, their advertising targeted, their subscriptions in order, and will provide user statistics to maximize their advertising and content.My questions are as follows:How do I find out how mauch advertising revenue is generated by the magazine industry-both online and print. What are the projections for future growth for online advertising for magazines?How do I find out what kind of money magazines have budgeted for online software and services?Thanks

The Media Guru Answers(Wednesday, March 13, 1996 ):
CMR (Competitive Media Reports) tracks magazine's advertising revenues and web site (magazines' and others). They are in NY at (212) 789-1422.

As far as growth is concerned, trade magazines will offer different opinions and a library search of the ad trades could be informative.

The Guru's opinion is that right now the web is "hot." It porbably is not generating a lot of business for most media who have web presence. But the TV networks and major publishers all have sites. The state of marketing is that a web site is a necessary validation of participation in contemporary marketing.

The software you describe, if it does all you say, will help make a magazine's web presence produce ROI. The trick is probably to get to a magazine before it has hired or contracted out web design services.


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.


Friday, March 08, 1996 #1266
Guru:Is there a formula for calculating reach & frequency for trade vehicles.

The Media Guru Answers(Sunday, March 10, 1996 ):
There is no truly simple formula for calculating reach and frequency of any medium. The key datain print R&F are pair-wise duplication between different vehicles and between two or more insertions in the same vehicle.

As the number of insertions in a plan increase, the number of data elements to include in a formula increase. The number of possible pairings for just a 10 insertion plan is 45 ((n x n-1) / 2).

Telmar among others, offers software designed to quickly perform these calculations on defined schedules of media measured by SMRB, MRI, MMR, J.D. Power or others. Using measured media as prototypes, reach of various schedules you might want to consider could then be calculated. From these numerous calculations, you could, by regression analysis, develop a "simple" formula of the form y=ax+b to calculate frequency based on GRP of typical plans of the sort you run in these media (y is frequency; x is grp; a and b are factors from the regression).

A formula of this kind is very specific to the audience dynamics of the media vehicles involved. Please understand, this is not a recommended technique, merely a response to your question.


Thursday, March 07, 1996 #1267
Guru:How do I find an the number of Male/Female Age 18-24 users on the internet. I know their is no exact fiqure on this, however, I'm just looking for approximations. Thanks

The Media Guru Answers(Sunday, March 10, 1996 ):
There are extensive research findings on web demographics athttp://www.cc.gatech.edu/gvu/user_surveys/survey-10-1995/#exec

Searching the term "demographics of the web" (including the quotation marks) at AltaVistawill produce many more sources to browse.


Wednesday, March 06, 1996 #1268
I am developing plans for an online publication and am need of some advice regarding advertising sales. I'm looking for a resource that can review my plans for editorial content and data I've collected on my potential competition and offer projections on traffic and advertising revenue. I'm also looking for a heads up on where to find the rate cards of selected online publishers.

The Media Guru Answers(Wednesday, March 06, 1996 ):
One firm that could answer both your needs is i-traffic an on-line media planning service which also maintains a site providing traffic and rate data for major web advertising sites.


Monday, March 04, 1996 #1269
I was curious to know whether you have any insight into the 2nd quarter national scatter marketplace. I know things are terribly soft but I thought you might know something that I do not. Also, I was wondering if there is any online forum for broadcast/cable national marketers and ad agencies to converse about up & coming media budgets. I also perused your SQAD info under the COSTS/RATES "category" and was hoping that you might provide similar information for the national advertsisng marketplace.I now realize I had more questions than I thought. Thanx in advance for your help!

The Media Guru Answers(Tuesday, March 05, 1996 ):
SQAD (e=mail SQAD@ix.netcom.com)provides network cost projections and in the near future cable costs as well.

There are several on-line marketing forums (e-mail discussion lists) where advertising rate discussions would be within the range of topics. Note that each list has two addresses: one where you send a "subscribe" request and a different one where you post your messages to all listmembers, about discussion topics.

Generally, you must subscribe before you can post. Subscribing will cause the listserver to send you a FAQ (frequently asked questions list) describing the list's topics and rules of disussion). There is no cost to subscribe.

Market-L is the largest, at 900-1000 members and 50-75 posts a day. Topics range from marketing to politics and include a lot of smart alec remarks and heated nonsense amidsolid marketing information. An archiveof market-l is maintained.

Send the message SUBSCRIBE MARKET-L to listproc@mailer.fsu.edu

Post messages to market-l@mailer.fsu.edu

MKTSEG is a discussion about segmented marketing. Topics have often ranged to media issues. There are about 400-500 members and 2-5, on-topic, messages per day. An archive of MKTSEG is maintained at amic.

send the message SUBSCRIBE MKTSEG tolistserv@mail.telmar.com

post messages to mktseg@mail.telmar.com

MavenConference is a new discussion list operated by a group called the MktgMavens (most of the best contributors to Market-L), and is more focused on marketing than advertising. There are about 250 subscribers and 10-15 posts a day, lately. The discussion quality is high. An archive has not yet been established.

send the message SUBSCRIBE MAVENCONFERENCE tolistserv@mail.telmar.com

post messages to Mavenconference@mail.telmar.com


Friday, March 01, 1996 #1270
I work for a company that sells a braod range of complextechnical products. In developing a new lit fulfillmentstrategy (first there were printed brochures, then faxback, then ...) I have a few questions:
1. Can you direct me to web sites that have done a goodjob of providing info/data sheets (ie.designed to obti-mize web capabilities not just slapping up existing material)?
2. What about customizing? eg. Cust completes request that indicates "I'm considering widgets produced by X,Y,&Z." Then delivering info sheet that shows comparative"feeds and speeds" of X,Y,&Z's widgets. Do you know of successful examples of this? Any pitfalls?
3) How to make sure to deliver "value added" material?

The Media Guru Answers(Sunday, March 03, 1996 ):
You're not asking a media question here, but. . .

Using Alta Vista to search the word "submit" , which appears on just about all forms pages, found half a million such web pages, of which the first 10 were mostly technical. You be the judge of which of the half million are good or bad:


Saturday, February 24, 1996 #1751
Dear Guru Would you give me some information sources about the laws of advertising in www.

The Media Guru Answers(Monday, February 26, 1996 ):
Aside from the recently passed U.S. telecommunications law creating different standards regarding "indecent materials" in cyberspace than other in media, the Guru is unaware of specific U.S. laws regarding www advertising separately form other advertising. Some more restrictive countries may have relevant legislation.

The inherently international nature of the internet makes its content unmanagable under local law.

Presence providers may create their own rules. If you have a concern about legality of material, you should consult your provider and a knowledgeable advertising attorney.


Friday, February 23, 1996 #1752
Which West European print media should I select to advertise four wheel power terrain cars? Target group: men, age 28 - 35, with more spending money, countries: France, Germany, Great Britain, Italy. Thanks, Tom

The Media Guru Answers(Sunday, February 25, 1996 ):
Publicitas is a magazine representative firm which should be able to provide the research and information needed to evaluate this media tactic.


Thursday, February 22, 1996 #1753
What www/nn sites can provide me with info re advertising in Moscow and Berlin -- general stuff and also specific stuff about quirks (cultural or otherwise) of the market? Any help from you would be gratefully received. Thanks. enemies@netcom.com

The Media Guru Answers(Friday, February 23, 1996 ):
Altavista is a search engine that allows detailed searches for www sources like this including Boolean logic to fine tune results.


Monday, February 19, 1996 #1757
Television's (network, spot are cable) and radio's (network and spot) advertising costs are typically measured in CPP's (cost per rating points). On the other hand, Newspapers' and magazine's advertising costs are measured in CPM's (cost per thousand). It seems the internet is moving towards the CPM model and I have no idea how "out of home" or Direct Mail are measured. Apples to apples, based on CPM, how do these mediums compare on cost? -- how about ROI?

The Media Guru Answers(Thursday, February 22, 1996 ):
First, understand that CPP and CPM are just cost indices rather than "measures." CPM (cost per thousand audience impressions) may be converted easily to CPP (cost per percentage point of population universe):

CPP = CPM x universe in thousands x .01

or

CPM = CPP / (.01 x universe in thousands)

CPM is simpler to deal with because we only need to know the audience exposed, a figure just beginning to be reported on the internet. CPP requires us to know a "universe," the number of people in the whole category under discussion. For the internet, or more specifically the www, where ads are usually found, universe is a hotly debated question. Is it the number of people with computers and modems or the number of people with the theoretical possibility to browse the web (an ISP and browser software) or the number of people who actually ever do use the web? Even if we pick one of these, there are radically varying research estimates of the size of these possible universes.

If we decide to just use the total population as a universe for internet measurement, the ratings are agonizingly small, and we are still working toward how to define the rating. In print, no matter how often a reader picks up the same issue of a magazine, he or she only counts once in that issues impressions or rating. But website accesses are usually counting multiple weekly visits without the ability to distinguish repeats of the same viewer. There is not yet any common ground in pricing to talk of averages. There may be over 100,000 commercial sites, more than all the tv, radio and print vehicles put together.

The comparison you suggest between all media cpms also changes as we define which demographic to consider. TV has established averages to consider and companies like Spot Quotations and Data SQAD@ix.netcom.com publish these cpm/cpp.

Print may vary from $5 to over $200 cpm depending on selectivity of audience and total circulation.

ROI can't be discussed without knowing the goals and depends on ad content, other marketing efforts and how revenue is measured. web site development and web ads may be meant to sell product, build image or just bring viewers to sites. web advertising needs to be evaluated against very goal specific potential and possibility.


Friday, February 16, 1996 #1760
Dear Mr. Guru, Thank you for your last reponse on how to calculate GRP's. You had mentioned that you had explained it fully except for Neilson's calculation methodology. I would be interested in hearing more about this method of calculation as well. Also, is there a "better" way to measure the actual "Impact" an ad campaign has had if you know the actual length of each ad, the frequency the ads ran and the channels(and shows) that they ran during. ie. frequency X length X Audience(rate for each time slot)?? This is obviously a simplified formula, but your feedback on this would be greatly appreciated. Lastly, for television advertising, what are some of the other accepted methods of measurement. Thanks (Again) darrylw@conceptus.on.ca

The Media Guru Answers(Friday, February 16, 1996 ):
It is Neilsen's survey methodology that wasn't covered. They would use the same calculation formulae. The full description of Neilsens methodologies for People Meter, household meter and diary would cover several pages. Contact Neilsen who will be happy to send you methodology booklets.

Regarding "impact" there are as many ways to evaluate this as there are advertisers.

Some advertisers use a factor for copy length based on norms from recall tests. For example, 75% of a :30 is a typical value for a :15.

Some use attentiveness by daypart.

Some use a combination of the two factors.

Some apply the factors to GRP as an indicator; some apply to GRPs and then estimate reach from those adjusted GRPs as an impact indicator.

The frequency of a schedule, as discussed so far, refers to the average frequency of exposure for all pesons reached.

There are those who use "effective reach," counting only persons reached at least 3 times (or any designated minimum) when evaluating the impact of a schedule.


Wednesday, February 14, 1996 #1763
Dear Media Guru, I am a business development executive at Spelling Entertainment (Melrose Place, Beverly Hills 90210, The Usual Supects, etc.) who is running up against tremendous resistance to the idea of launching ad-supported websites for the company. There is a great deal of skepticism here about the revenue potential for such ventures. I have included below the text of a memo which made the rounds today, outlining the major concerns with regard to web ventures. I would greatly appreciate any comments or rebuttals to the text of the memo. You can contact me at RobCain@aol.com, or at 213-965-5700. Thank you, Robert Cain TEXT OF THE MEMO: I had a very illuminating meeting with a senior executive of one of the nation's largest consumer food producers (over $1 billion in sales). This executive stated that her company is not buying advertising on the web because of concerns and does not currently anticipate buying advertising on the web; it does have a web site. The conversation raises several issues we need to address to attract advertising support for [our proposed web site]. The following is a brief summary of her remarks: 1.

The Media Guru Answers(Wednesday, February 14, 1996 ):
(a) Statistics do not measure whether 30,000 hits means 30,000 people or 10,000 people three (3) times.


Sunday, February 11, 1996 #1765
What advantages does marketing/advertising on the internet have above marketing/advertising in the "USUAL" media?

The Media Guru Answers(Monday, February 12, 1996 ):
he internet offers many disadvantages to go with its advantages. These all pertain to the www.

Some Advantages:

  • Immediacy: Ad copy and new product news can be on-line immediately.
  • Selectivity: Ads can be aimed broadly at computer users, or narrowly at Quentin Tarentino fans, or afficionados of the wines of Australia.
  • Relevance to the moment: Ads can be tied to today's crucial interest, by buying keywords on search engines.
  • Participation: Ad viewers can become involved in the ad by clicking on links to product info most relevant to them, filling out and sending requests within the ad. This is far more inolving than the "paste this stamp here" tricks of direct mail.
  • The ability to link E-mail auto-responders to web sites outdoes the capabilites of fax-back servers as well.
  • Minor advantages include savings on postage, paper and production costs versus traditional print and broadcast media.
The disadvantages are chiefly in audience and audience count:
  • At the most optimistic count, only 30-40% of households are reachable by the web.
  • Very few individual websites reach even 10% of this universe.
  • Reach versus frequency is not well understood or capable of calculation.
  • Audience demographics are not well known nor well distinguished between thosecapable of using the web and those regularly doing so.


Sunday, February 11, 1996 #1764
Guru, I need to buy about thirty industry specific news stories for a publication I'm launching. This may be as many as one hundred a week. They must be fresh. However, I'm having trouble finding where to buy "newsfeed". Seems I'm too small for the big news providers. How do magazines get timely info on an industry without having a numder of reporters in the field. Any suggestions? Thanks

The Media Guru Answers(Monday, February 12, 1996 ):
One of the major suppliers of news on the internet is Clarinet Communications Corporation. They supply newsfeeds from the AP, Reuters, many industry specific news services.special features. etc. Their primary customers are IAP's (internet Access Providers), private corporate networks, bulletin board services, etc. The cost and restrictions are a function of your size and intended use. You might want to check out their internet site and contact them if it seems appropriate. They are also the folks that support the rec.humor.funny newsgroup.


Friday, February 09, 1996 #1766
I plan on launching an ol-line magazine and in doing research have discovered the provider I have an account with for access currently has told me they "don't do web sites for customers who will in turn rent out that space to someone else". I, of course, want to rent out ad space on my on-line mag. Is this a common practice? Or am I dealing with some small timers? I plan on getting clarification, but thought I'd ask the master.

The Media Guru Answers(Friday, February 09, 1996 ):
The guru believes you are dealing with very shot sighted small timers. It is not unusual for providers to have a different rate structure for "commercial" (ad bearing) sites versus personal web pages. Personal home pages may be part of a $15 per month interrnet access package while the same provider charges $50 - $5000 per month for commercial sites, depending on storage, traffic, cgi programming, domain registration, etc. There may be some which prohibit reselling ad space; the web is too new to have absolute standards, as yet.

Many providers aggressively pursue such business. It should be easy to find a local one interested in your business. If you are in the NY area, try sales@mail.telmar.com


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.


Thursday, February 01, 1996 #1768
In developing web pages for our clients, the question of "the importance of placing reciprocal hotlinks on our web site" always comes up. Is there any research available that proves it is worth the time/money investment to place links on your site that lead to related sites on the web?

The Media Guru Answers(Friday, February 02, 1996 ):
There is just barely beginning to be research that verifies site visits, which would seem to be the minimum starting point to put a value on reciprocal links.

General feelings among marketers seem to be that the more links the better, if your primary mission is to generate visits to your site. The guru will attest that there has been an increase in visits to his site as other sites have linked to it. Browsers and web servers would need to be able to track "previous site browsed" to track links. Of course survey research and "guest books" are a possibility.

There seem to be two principal kinds of comercial sites:

1. A site meant to promote your own company by virtue of offering information of interest to potential customers or information about your products and services.

2. A site meant to draw visitors by virtue of offering entertainment content, and which profits by selling advertising in the site

Some sites of course, Like AMIC, combine the two.

In either case, but especially the second, it is a concern if links on your site send visitors away from your site without exploring.

Reciprocal links must be carefully selected if your site is committed to a theme or category of content. Many general sites will link to specialized ones but the reverse link may seem odd from the base of a specialty site.

Perhaps the best research is a sort of literature review which can discern the thinking of marketing pros on this question.

"Market-L," the major marketing discussion e-mail list operating on the internet, has been considering this topic this week. The Market-L Archive is available for review. Join the discussion of Market-L by sending a message saying 'SUBSCRIBE (your real name)" to listproc@mailer.fsu.edu

Another list which has discussed this topic is Inet-Marketing. The Inet-marketing Archive can be searched as well. To join this list, send an empty e-mail to im-sub@i-m.com


Tuesday, January 30, 1996 #1771
I am studying web audience measurement and I need a technical question answered. When a person accesses a company's web site, what information is automatcally obtained by the company about the person? The person's electronic address? node the person came from? The commercial service the person subscribes to? Or maybe nothing at all?

The Media Guru Answers(Friday, February 02, 1996 ):
The following information is standardly transmitted when accessing a site:

your ip address
your host computer / domain name
your bowser (including version number)
your email address (if set in your browser)
the referring URL (if any)

Of course if you register at the site (if they require or allow registration) anything you enter would be available. In addition the web server could contact your host (i.e. finger) to gather additional information.


Thursday, January 25, 1996 #1776
I am currently designing a study to measure audiences of electronic publications on-line and on the internet. Two questions: 1. What work is being done on this at present, and 2. Which organization would be able to give me the best "standardization" advice?

The Media Guru Answers(Friday, February 02, 1996 ):
Nielsen, web Track and NetCount are among the companies measuring web audiences. TrafficResource maintains a site listing top sites measured and is moving toward some standards of evaluation of advertising opportunities.


Tuesday, January 23, 1996 #1777
how would you make two different media plans with the same budget for the same product? theoretically Is there any literature, examples or cases in this field?

The Media Guru Answers(Friday, February 02, 1996 ):
This question seems to be "tell me all about media."

But assume you have one media plan built properly. That is, by setting up media goals flowing out of the marketing goals and then strategies and tactics which will accomplish those goals best. The next step to create the "different plan" is to begin at the strategies and tactics phase. Develop alternate strategies and tactics which could also achieve the goals.

"Media Planning" by Sissors and Bumba is a classic text in this field. University libraries and some public libraries would have others. The Advertising Research Foundation has a library of case studies and texts, available to members.


Tuesday, January 23, 1996 #1778
What is the price for 1/1 page 4 colour in the Russian floor magazines: "Salon Magazine"/Moscow and "Industrial Architecture"/ S. Petersburg? Can you give me other titles that are relevant for a advertiser of floors?

The Media Guru Answers(Friday, February 02, 1996 ):
A Swiss firm with a U.S. website,Publicitas Advertising Services is in the business of representing international magazines in the US and other countries.


Monday, January 22, 1996 #1779
Would an Ad Agency be the place to contact to have them sell sign\banner-space to be visible on TV during events - such as competions, Rodeos, - and do they sell that sign\banner-space on commission? We are looking for a company to sell sign\banner space based on "media-equivalence."

The Media Guru Answers(Friday, February 02, 1996 ):
Ad Agencies are buyers of space, not sellers. Or tecnically, they are agents for the advertisers who are the ultimate purchasers. The advertisers pay the commission to the agency. The space seller indicate the commission as a sort of discount from the published "gross" price and the "net" due from the agency.

There are independent "rep" firms who sell this sort of space. Independent print reps, for example, are listed in front of the SRDS Consumer Print Advertising Resource


Thursday, January 18, 1996 #1782
Is there any magazine research comparing the value of newsstand circ. vs. free point of sale publications? I would like to verify a sales rep's claim that his publication is a better buy, because it is at point of sale.

The Media Guru Answers(Friday, February 02, 1996 ):
Two traditional concepts are worthy of consideration here:

1) It's a salesman's job to tell you his product is better, no matter what is provable

2) Basic media thinking holds that there is more perceived value, to the consumer, in something he/she has paid for than in something received for free. If that is the only distinction, the newstand publication should be stronger

Aside from that there are several questions to consider:

Is the point of sale publication literally at the place where the product is stocked in a store, as in a home decorating guide in the paint and wallpaper section or at paint stores, and you are advertising paint and brushes?

Or is it a general recipe magazine at the supermarket cashier while you are advertising dog food?

If the free title is topical and well placed, is the newsatnd title equally on topic?

How do you measure effectiveness, add recall, coupon redemption, movement on the purchase intent scale actual sales attributable to the magazine?

About the best catalog of print research on-line is the Newsweek Media Research Index


Saturday, January 13, 1996 #1784
Query:What are the primary benefits of including Sports Marketing in a media plan. Are there sites on the web where I can learn more about Sports Marketing, > specifically Collegiate Sports marketing?

The Media Guru Answers(Friday, February 02, 1996 ):
Sports Marketing can mean different things to different marketers. In a media plan it could mean something as simple as ads in game programs or sponsorship of a team.

The benefits in a plan can be developing a relationship with fans of a team or of a sport or more closely targeting prospect for the advertiser who are known to be especially interested in a sport. The extreme can be becoming the official "xxx" of a sport or event. Investing in sports marketing may be highly inefficient in media terms, though often there is only the undefinable cachet of association with an event seen as prestigious by a fan who is a prime prospect. After all, what objective logic leads the game show "Jeopardy" to be an "Official Olympic Sponsor?"

A search through Yahoo produces many entries under sports marketing, which indicates what a broad umbrella is this concept. The "sports and marketing" links provided by AltaVista, seem more likely to answer media plan rationale questions. Space prevents me from displaying them here, but you should be sure to do a search at AltaVista.


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


Friday, January 12, 1996 #1787
I would appreciate it if you could tell me what the major corporations are doing about their global audience. To be more specific, how are they dealing with language translation, or are they? If they are, are they just giving a foreign text version, or are they giving them the full version of the English site? Thanks John

The Media Guru Answers(Friday, February 02, 1996 ):
It appears that the language of the internet is English. Despite Swiss origins, the US and MIT in particular make the standards today. The intenet facet that the question seems to relate to is the web, which is one of the "mass" elements of the 'net. Even non-US sites, if marketing related are put up in English or a choice of local language and English. The guru has seen this on European, Asian and Latin American sites.

English is the language of global marketing.

Other facets of the 'net, such as e-mail are more personal and might be in any mutually understood language. Mail-lists, too, are overwhelmingly in English even those not related to marketing. Scanning the list of "publically available mailing lists" shows probably far less than 10% accepting a language other than English.

The beauty of the web though, is that a site could easily be offered in dozens of languages, with little added expense other than translation. The same graphics, supplemented by variant text files would allow for a compact multilingual site.


Thursday, January 11, 1996 #1788
For an international print publication covering interactive and online services, including internet, we are looking for companies who can solicit advertising in our behalf. Can you give some suggestions as to whom we can approach. We do not want to set up our own advertising sales department.

The Media Guru Answers(Friday, February 02, 1996 ):
Independent print representatives are listed in the front of the SRDS Consumer Print or Business Publication Resources. SRDS contact information is at the SRDS web site.


Wednesday, January 10, 1996 #1790
Our site is new to the internet, has been reviewed by Point and is being visited approx 3500 times per day. We provide a needed service for working parents at no charge. To continue this service we must find a source for funding. Please advise how to find sponsors/advertisers.

The Media Guru Answers(Friday, February 02, 1996 ):
The Guru's questions are listed below from most recent to least. This question is quite similar to the ones dated January 10 at 21:50 and January 8 at 3:51.


Wednesday, January 10, 1996 #1791
What is the best or acceptable way to attract sponsors/ advertisers for my web page?

The Media Guru Answers(Friday, February 02, 1996 ):
The Guru has addressed this issue several times. Use the "find" function of your browser on this page to search for the key words "sponsor" or "web sites" for various thoughts regarding web site advertising sales.


Monday, January 08, 1996 #1797
Our non-profit has a web service which we would like to fund by renting out space to sponsors. Where do we start to see if this is feasible?

The Media Guru Answers(Friday, February 02, 1996 ):
There are several companies today in the business of listing and or selling space available on the web. One is webtrack . Another is a website sales representative firm operated by Neil Monnens nmonnens@slip.net

telephone 415 776-4866. Otherwise, you might use search engines like AltaVista to locate web user comapnies with a possible affinity for your non-profit who might become sponsors.


Monday, January 08, 1996 #1794
Please explain the future of advertising in media terms? Is internet going to take over other media or is it just going to be another media ?

The Media Guru Answers(Friday, February 02, 1996 ):
There is little prospect of the internet "taking over" other media in its current incarnation.

Look at the history of advertising technology, its always moved FROM media that had more cost and work attached TO media that had less cost and work to enjoy:

First there was print. One had to buy a newspaper or magazine everytime one wanted to use it. One had to do the "work" of reading.

Radio was a one time outlay, and almost no effort to digest, except for conjuring up a picture in the "mind's eye"

TV again was a one time outlay and gave you the picture with the sound leaving no work for the mind.

The internet requires ongoing subscription payments, in many cases (AOL/Prodigy/Compuserve/ISP) payments increase with increased use. Then there's "work" typing. clicking and selecting. The cost of owning necesssary equipment and learning to use it is another barrier.

No doubt technology will ease the cost and work burdens of using the internet but it is more communications than entertainment. It is perhaps analogous to catalog shopping versus retail advertising combined with the store shopping experience: another useful and rapidly growing marketing vehicle, but not the ultimate one.

Some compare the 'net to cable. Microsoft is said to be visualizing 50% computer HH penetration soon, which is in the cable ballpark. But cable still has barely 50 channels competing for audience in any system. The web represent 10's of thousands of commercial sites for a brower to try to find.

Also, today the baby boom is hitting 50, and it's the big population group. Computer use is still primarily a feature of the next consumer wave.

The 'net is not to be ignored, but it's not likely to be the next Television (or even the next Cable) for a while.


Saturday, January 06, 1996 #1798
I just started a training business? Have you any ideas of how to market seminars and workshops on the www. Is there a site to send newsreleases on the Net to editors of business publications?

The Media Guru Answers(Friday, February 02, 1996 ):
Remember that the web is a place where people come to browse, not a vehicle which sends messages to specific people. Within the web, people come to sites because they looked up a topic in a search engine or were sent by a link on another, related, site.

The web is a good place to list complete details about your seminars once you have found a way to make your URL known to prospects.

You should advertise in publications appealing to the people who might be interested in your training or on sites related to the kind of training you will offer .You need to find sites in the related fields that will support cross-links with you.


Thursday, January 04, 1996 #1801
Does a "Redbook" for online advertising exist? I am interested in finding out about new media client lists at major agencies.

The Media Guru Answers(Friday, February 02, 1996 ):
The "Redbooks" or Standard Directory of Advertisers and The Standard Directory of Agencies do not list media specifically by advertiser. If agencies have New Media as clients, that would show up in the Redbook.

CMR (Competitive Media Reports) may soon begin tracking on-line activity.

The Jupiter Report lists some on line advertisers.


Friday, December 29, 1995 #1803
What is the best way to target potential customers for ad sites? We are interested in having them advertise in both the homepage and our print catalogs/magazines.

The Media Guru Answers(Friday, February 02, 1996 ):
First, and most obviously: Do the print vehicles exist already? Current advertisers are best prospects for the web site. As advertisers are found for the web site they are targets for the print vehicles

Next, web-aware companies are best prospects so find other web sites in business categories related to your own, but not competitive, and solicit ads from them. Next, find competitors sites and solicit the advertisers they have attracted.

Find these sites through the web's search engines like Yahoo or the excellent, new AltaVista.

A similar examination of complementary and competitive print media could be productive as well.

Registering your own site with these search engines and others (use these to find the others) means advertisers can find you.

The trade publications of appropriate categories are also necessary to announce your availability. It is too passive to advertise web services with a site that no one might find.

Finally, SRDS has an interactive media (www, cd-rom, etc) data source where advertisers will look for such opportunties. At the beginning of an internet ad media venture, it can be useful to visit an expert web designer's site such as BXI (Brand X internet Services) This site incorporates an excellent guide to using the internet as a marketing tool.

For overall marketing guidance, the MktgMavens are available on line.


Saturday, December 16, 1995 #1807
What is the average nationwide salary for an advertising director at a national magazine? Is there any where I can get salary or income data for jobs in the advertising field? You may email me at edencreate@aol.com Thanks.

The Media Guru Answers(Saturday, December 16, 1995 ):
The "average" would be meaningless. The ad director at "People" is in a different situation than the ad director of "NetGuide." Billings and staff size are major factors. Ad Age ladt week published a salary survey for agency staff. It looked low-ball to the Guru and his friends.

The Guru does not send personal replies, please continue to check this web page for responses.


Monday, December 11, 1995 #1809
We've created a sponsor-supported online music directory to be launched in January. Each sponsor gets their logo on the bottom of nearly every page as well as a rotating banner ad, and we want to sign them up before we launch. How should we go about attracting these sponsors, and what should we charge?

The Media Guru Answers(Monday, December 11, 1995 ):
Likely sponsors are music companies, music cable nets, radio stations, and finally any advertiser targeting segments within age groups 12-24 / 12-34 (Levi's, Coke, A-B). A great number of these have web sites of their own. They would be therefore web oriented and looking for worthwhile links.

Why not do a search through Yahoo or your favorite search engine, and then e-mail your porposal to the webmasters of the sites you find.


Friday, December 08, 1995 #1811
Is there national print/web media relating specifically to people planning to move to a new city?

The Media Guru Answers(Friday, December 08, 1995 ):
A quick search of ,Yahoo turns up , http://www.sover.net/~relo/, American Relocation Center. Further searching of Yahoo might turn up more; this was just the "A's".

For print, SRDS Consumer Media Source, available at agencies and many public libraries, would be the reference to check.


Sunday, December 03, 1995 #1812
Is there an online version of Simmons, SRDS, MRI, and other media refrence material?

The Media Guru Answers(Sunday, December 03, 1995 ):
Yes, all these services have on-line access. But contrary to myth, the internet does not host every bit of data in the unviverse free of charge. The data of the sources you site, though on-line is not available without paying the access fees.


Monday, November 13, 1995 #1821
How responsive are shoppers in a convenience store to on-screen advertising? Our method combines Audio and visual messages.

The Media Guru Answers(Monday, November 13, 1995 ):
This would probably be comparable to P-O-P video used in drug and grocery stores. There have been studies of such systems. The ARF library, which is for members only, is the foremost collection of such material. AAAA and ANA members can access the ARF library through those organizations. Another good resource is the Newsweek Media Research Index, as well as is any library's index of AdAge articles.


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


Thursday, November 02, 1995 #1827
I am a Penn State student studying Advertising. I will be living in Boston during summer '96 and am currently working on finding an internship. I have contacted several agencies but am eager to to find something related to the internet. Do you know where or how I could find out about an internship relating to the internet/Online? Thank you for your help! Laurel Kohl

The Media Guru Answers(Thursday, November 02, 1995 ):
The Advertising Agency "Redbook" will list agencies by location and should be available in your university library. Also be sure to check out the following categories under web Sites ; Ad Agencies, internet Mktg., Media/Consutling Services, and On-line Media. Good luck.


Monday, October 30, 1995 #1830
There seems no shortage of ad agencies and people selling ads and such, but I have found zero information about people who are selling space -- and that's what I need.

The Media Guru Answers(Monday, October 30, 1995 ):
The most readily available lists of "sellers of space" are the Standard Rate and Data Service (SRDS) Sources for Consumer magazines, Newspapers and other media. These books ara available at all ad agencies, many public libraries or from the publisher at (800)-851-SRDS. Many magazines and other media have web sites and are listed here at AMIC in the Important web Sites section.


Saturday, October 21, 1995 #1831
The big one-humour in advertising! Any studies on the impact on recall brand awaresness, sales, wearout/decay, product category relevance and cultural differences All pointers welcome! brett@mojo.co.nz

The Media Guru Answers(Saturday, October 21, 1995 ):
The ARF library, which is for members only, is the foremost collection of such material. AAAA and ANA members can access the ARF library through those organizations. The Newsweek Media Research Index, online at www.vmr.com/research is a possible source as well as is any library's index of AdAge articles.


Tuesday, October 10, 1995 #1833
Have you ever heard of "Military City Online," a service through America Online. If yes, do you know if it has been successful in providing advertisers an efficient vehicle to reach the military? Also, are you aware of any other interactive opportunities ,that allow advertising, to target the military?

The Media Guru Answers(Tuesday, October 10, 1995 ):
This AOL site is not familiar. It should follow the usual advertising standards of specifying audience size sold. By the nature of AOL, an exact count of vistors to this area should be available from AOL. Then efficiency (cost divided by audience) will be east to compare to other vehicles. SRDS is about to release or has released a new resource guide to interactive media, including internet, CD-ROM etc. Military audiences may be a classification. The major web search engines should turn up others. Yahoo is a good starting point and also point to other search facilities


Tuesday, October 10, 1995 #1834
Do you know of any research that discusses the success rate of Point-of-Purchase (POP) radio both Domestically and Internatinally?

The Media Guru Answers(Tuesday, October 10, 1995 ):
The ARF library, which is for members only, is the foremost collection of such material. AAAA and ANA members can access the ARF library through those organizations. Phone (212)751-5656 or write ARF, 641 Lexington Ave., NY, NY 10022 or send email to arf@mail.telmar.com. The Newsweek Media Research Index, online at www.vmr.com is a possible source as well as is any library's index of AdAge articles.


Thursday, October 05, 1995 #1835
Is there a list of email addresses of businesses advertising in Asia?

The Media Guru Answers(Thursday, October 05, 1995 ):
Classified lists of e-mail addresses seem to be one of the great lacks of the internet. Because e-mail addresses are controlled by so many different domains the only compilations are those which are self submitted by addressees. One way to try for such listings could be to join a discussion mail-list related to intrnational marketing, such as GINLIST or GLOBMKT, and then use the "review" command to see the member list. You could also post the question on those lists or on newsgroups devoted to the topic. You'll find subscription instructions for the two e-mail lists mentioned above at: http://nsns.com/MouseTracks/tloml.html By the way "spamming" is not well recieved by members of such lists.


Tuesday, September 26, 1995 #1839
I'm trying to find out how many auto and real estate traders exist and how great the revenues are in each category. If possible, I am also curious of the $ on the sub-category level (ie rentals, used cars, etc.).

The Media Guru Answers(Tuesday, September 26, 1995 ):
The ARF library, which is for members only, is the foremost collection of such material. AAAA and ANA members can access the ARF library through those organizations. The Newsweek Media Research Index, online at http://www.vmr.com/research/index.html is a possible source as well as is any library's index of AdAge articles.


Wednesday, September 20, 1995 #1842
Is there a centralized resource for locating advertising and sponsorship opportunities on the web?

The Media Guru Answers(Wednesday, September 20, 1995 ):
There are several. One is webtrack. Contact: "adspace@webtrack.com"


Wednesday, September 20, 1995 #1843
Are there cases or articles written about how advertisements targeted at teen girls are monopolizing on the insecurities of teen girls? ie-Scaring girls into wanting the product because they will be social outcasts without it.

The Media Guru Answers(Wednesday, September 20, 1995 ):
The ARF library, which is for members only, is the foremost collection of such material. AAAA and ANA members can access the ARF library through those organizations. The Newsweek Media Research Index, online at http://www.vmr.com/research/index.html is a possible source as well as is any library's index of AdAge articles. Finally this topic (marketing to teens) has recently been a thread on the MKTSEG market segmentation forum can be read at AMIC at: http://www.amic.com/amic_mem/forums/mktseg/ Subscription information for the (free) e-mail version of MKTSEG is also available there. Joining and posing questions to such lists is an excellent way to find this sort of information.


Monday, August 28, 1995 #1845
I have just started a new company in Dallas, Tx and could use some help. I have many years of experience in the graphic arts business and am learning the "net" as I go. I have just posted my home page and opened for business. How long do you feel this market will take to become "mainstream"? Chiat/Day says 7 years. I don't think so.

The Media Guru Answers(Monday, August 28, 1995 ):
Depending on how "mainstream" is defined, 7 years could be an optimistic estimate. If the definition is either "when the majority is in the audience" or "when the audience demographics are a cross section of the population," growth is probably on a flattening curve. Some sources say 30% of hh have computers today, and 40% of the more upscale homes. An enormous portion of the population is over 50 and not rapidly joining the computerized legions. internet surveys such as the one available from gopher://akasha.tic.com:70/00/survey/ids2/ids2.504 estimated that there were lust under 8 million internet users, using under 3 million computers. This was late 1994, before CompuServ, Prodigy and AOL began providing web access. They would add 9-10 million, though it does not seem that the majority of their members have upgraded to or use the web-capable versions of the software. This then says about 12-15 million households of about 95 million in the US are now able to surf the net (though of course, some of these are business or educational institution computers). There is probably no other potential source of a comparable growth surge. If 3 million new homes get web access per year, that's 10 years until a majority will have capability, not necessarily use. It's bound to be a novelty that wears off for some. It may be 10 years later than that before the demographics resemble the broad population. However, at the rate things change, like Hot Java, VRML, etc, by the time it's mainstream, "IT" will no doubt be something else altogether.


Friday, August 18, 1995 #1847
Is there a site on the web that lists all sites accepting advertising and/or sponsorships?

The Media Guru Answers(Friday, August 18, 1995 ):
There's a listing at AdSpace, found at the following address:

http://www.webtrack.com/sponsors/sponsors.html


Tuesday, August 08, 1995 #1849
I've noticed that some companies have home pages that allow users to click into a second language. Several Japanese colleages of mine are interested in viewing these home pages in Japanese, but we can't figure out how to "set up" our computer to make it compatible. We have Japanese word-processing, so it seems like it should be possible. What do we need to do?

The Media Guru Answers(Tuesday, August 08, 1995 ):
Well, the only browser that we know can interpret Japanese characters is Netscape. We have a pretty good idea that you'd need the Japanese version of Windows or MacOS in order to get Netscape to work its Japanese features.

If you have a copy of Netscape, look in the "Fonts & Colors" portion of Preferences: it allows you to choose Japanese encoding.

For more information, look at the FAQ for the Netscape Navigator at:

or get in touch with Netscape at info@netscape.com or (415) 528-2555.


Tuesday, August 08, 1995 #1848
I'm looking for an online site where I can see an index of companies and their "agencies of record", along with the contact information for those agencies. I understand this information is published annually in something called "The Red Book". Do you know of a web site where this info (either the Red Book or some other source) is available?

The Media Guru Answers(Tuesday, August 08, 1995 ):
We don't know of any sites where information is available online about agencies of record.

The "Red Book" is published in traditional form, but we don't know of anywhere that its information is available electronically.

In terms of online resources about agencies, AMIC is probably the best site to find agency information of any sort.


Friday, April 07, 1995 #1857
I have a question about the language on the internet: isn't it time to create a new esperanto for the internet? (or to pick up the original one?) Hans Postma hans@pi.net

The Media Guru Answers(Friday, April 07, 1995 ):
It does seem that the common language for the internet has become English. However, international users have been able to develop web pages with relative ease in their own languages.

Companies with a desire to market in countries other than their own will likely develop marketing sites in several languages.

Using a language like Esperanto would probably defeat much of the purpose of the web, which could be defined as the ability to allow users to interact with a simple and comfortable interface for internet communication. Having to learn another language would certainly defeat that purpose.

However, Telmar will be happy to do our best to answer Guru questions in whatever language you'd care to submit them.


Monday, April 03, 1995 #1860
What do you think about translating web site's to a different language and local market? For example, a web site of sony in usa to a web site in Holland. (Bas van Cuilenburg)

The Media Guru Answers(Monday, April 03, 1995 ):
It is certainly effective for companies to create web sites in different languages in order to better serve customers in the countries in which they do business.

However, to use your example, a U.S. web site for Sony might not contain the most useful information to Sony consumers in Holland. Sony (or any other company) might want to create an individual web site for customers in Holland that would be tailored specifically to their needs.

Some companies, however, may also find that it's most effective to create a global web site with information that is useful to consumers in any country. This is in line the concept of the internet as a global entity.


Tuesday, March 28, 1995 #1861
How does the All-Media Planning Suite deal with web sites as an element in the overall mix?

The Media Guru Answers(Tuesday, March 28, 1995 ):
The program allows input for Specialty media. If you have an estimate for its delivery, you can enter it and mix it with other media.


Tuesday, March 28, 1995 #1862
Ziff is on [the Net] with 10 mags offering "marketing positions", the NYTimes has 3, maybe 6 positions, Prodigy has an offering. What is the CPM range and what qualatative considerations are being used to justify premium costs?

The Media Guru Answers(Tuesday, March 28, 1995 ):
Each site likely has its own rate card, which you should be able to obtain from the site operator. In the case of Ziff-Davis, you can find out more information at: http://www.ziff.com/adinfo.html

In all likelihood, they also track the number of users to their site, from which you can derive a CPM (assuming they will release the information).

Qualitative considerations are likely based on the intensity of site usage, which as stated above can be measured precisely, and the ability to target specific groups of users, such as computer users.


Tuesday, March 28, 1995 #1863
How much does it cost to place an ad on the web and what web sites sell advertising space?

The Media Guru Answers(Tuesday, March 28, 1995 ):
Many web sites, including Telmar's AMIC, sell advertising space. Each site maintains their own rate card and should be contacted for pricing information.


Wednesday, March 08, 1995 #1864
I am looking for background for a POV on Network Radio Posting. Can you recommend anyware on the Net that might be helpful?

The Media Guru Answers(Wednesday, March 08, 1995 ):
The key points in Network Radio posting are: 1) decide what book is post basis; latest at buy or closest to schedule dates

2) what book is buy/post basis; RADAR or Arbitron Nationwide.

However, since neither really allows exact quarter hour post whole issue may be moot.

As for places on the web, the only place you might try are the sites of some of the radio stations that have gone up recently. A list is available in our web Sites section.


Thursday, March 02, 1995 #1865
what travel related sites are currently available for placing advertising links to a home page?

The Media Guru Answers(Thursday, March 02, 1995 ):
There are a number of travel-related sites on the web, such as:

Travelweb (http://www.travelweb.com)

PC Travel (http://www.nando.net/pctravel.html)

International Traveler's Guide (http://www.iisys.com/www/travel/itg.htm)

internet Travel Mall (http://io.com:8001/)

Neptune, Travel Industry Network (http://www.neptune.com/)

The Travel Connection (http://www.xmission.com/~jamaica/)

However, each of them has their own policies about advertising, and you should probably check out each site and contact the site hosts about their individual policies.


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.


Monday, February 27, 1995 #1867
What system can I use to analyze on line services and the internet for a media plan?

The Media Guru Answers(Monday, February 27, 1995 ):
Telmar's ADplus System is particularly designed for analysis of unmeasured as well as measured media and should be examined to see if it meets your needs. You can find more information on ADplus in the Software Products and Services section of AMIC.


Sunday, February 26, 1995 #1868
Is there any marketing or media planning library on www-netscape available for public?Would you please give me any usefull addresses? Thank in advance!

The Media Guru Answers(Sunday, February 26, 1995 ):
Well, for a start you could look at the Encyclopedia of Media Terms and the Parts of a Media Plan in our Media Guru section. We'll keep an eye out for any additional resources.


Friday, February 24, 1995 #1870
Do you have any current statistics about who the users are of the internet?

The Media Guru Answers(Friday, February 24, 1995 ):
It's an excellent question, and unfortunately one with a slightly elusive answer. The biggest problem with tracking the users of the internet is that there is such an exponential growth in the number of users. However, here are some places you might look for information: The Hermes Project at the University of Michigan tracks internet users. http://www.umich.edu/~sgupta/hermes.htm The internet Domain Survey lists figures for new internet domains. http://www.nw.com/zone/www/report.html O'Reilly's Global Network Navigator has a page devoted to the subject. http://www.gnn.com/gnn/news/feature/inet-demo/web.size.html And for others, look at the page on the subject at the Yahoo search facility. http://akebono.stanford.edu/yahoo/Computers/ internet/Statistics_and_Demographics/


Wednesday, February 15, 1995 #1871
Is the listing of magazines on the www in the Telmar site current? Are there others that are not listed? Thanks, LTA

The Media Guru Answers(Wednesday, February 15, 1995 ):
The listings are maintained on a daily basis. While there may be some obscure publications that have listings, we probalbly have all the regularly published magazines. We will add to the list as they become available. If you see anything we missed, send us a note.



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