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Media Guru

Guru Search Results: 12 matches were found

Friday, October 04, 2002 #5546
Can you provide a concise definition for "non-metro"?

The Media Guru Answers(Sunday, October 06, 2002 ):
The U.S. Census Bureau defines 200+ metro areas, in terms of specific counties. These are, loosely speaking, major cities and surrounding areas. Those counties not included in these metros are "non-metro." A DMA may have more than one metro within it, and some non-metro counties as well.

The Census Bureau's detailed definition says, in part

Standard definitions of metropolitan areas were first issued in 1949 by the then Bureau of the Budget (predecessor of OMB), under the designation "standard metropolitan area" (SMA). The term was changed to "standard metropolitan statistical area" (Smsa) in 1959, and to "metropolitan statistical area" (msa) in 1983. The collective term "metropolitan area" (MA) became effective in 1990. MAs include metropolitan statistical areas (msas), consolidated metropolitan statistical areas (Cmsas), and primary metropolitan statistical areas (Pmsas).

OMB has been responsible for the official metropolitan areas since they were first defined, except for the period 1977 to 1981, when they were the responsibility of the Office of Federal Statistical Policy and Standards, Department of Commerce. The standards for defining metropolitan areas were modified in 1958, 1971, 1975, 1980, and 1990. OMB announced the adoption of new Standards for Defining Metropolitan and Micropolitan Statistical Areas in the December 27, 2000 Federal Register. OMB will apply the new standards with Census 2000 data and will announce definitions based on these standards in 2003.

Defining msas, Cmsas, and Pmsas

The 1990 standards provide that each newly qualifying msa must include at least:

one city with 50,000 or more inhabitants, or

a Census Bureau-defined urbanized area (of at least 50,000 inhabitants) and a total metropolitan population of at least 100,000 (75,000 in New England). Under the standards, the county (or counties) that contains the largest city becomes the "central county" (counties), along with any adjacent counties that have at least 50 percent of their population in the urbanized area surrounding the largest city. Additional "outlying counties" are included in the msa if they meet specified requirements of commuting to the central counties and other selected requirements of metropolitan character (such as population density and percent urban). In New England, the msas are defined in terms of cities and towns rather than counties.


Saturday, June 29, 2002 #5384
I am working on a recruitment media plan, targeting ER physicians. Would you agree that the general media strategy should be to have increased frequency, in lieu of increased reach. For example, run FP4C ad in every issue of a trade pub instead of running every third month in three pubs. Thanks.

The Media Guru Answers(Sunday, June 30, 2002 ):
There is nothing in your question's set up which would lead the Guru to make a recommendation one way or another.

However, the Guru would imagine that there are times when a prospect will be interested in your ad and other times when the physician would not. Under theses circumsatances, reach would seem more productive than frequency.


Wednesday, February 27, 2002 #5122
Guru . . . Is there a no-cost source of very basic (age, sex, income, household size, etc.) demographic information by market? Thanks.l

The Media Guru Answers(Wednesday, February 27, 2002 ):
If you use metros (msa) as your markets, it's all free from the Census Bureau.

DMAs are proprietary definitions by Nielsen and their details are usually only compiled with some cost attached.


Sunday, January 06, 2002 #4981
I am trying to compare cpm between print and radio. The demo is Adults 18-54. I have the readership for the demo for the msa for the print. I have the gross impressions for the radio and have calculated a cpm for all (both the print and radio). Is this correct? Can I compare readership against GI's?

The Media Guru Answers(Sunday, January 06, 2002 ):
Yes, readership is equivalent to impressions.


Friday, August 03, 2001 #4630
Have you seen a top 200 list by DMA and msa by Adults -African American- Hispanic- Asian 18+ with Census 2000 data?

The Media Guru Answers(Friday, August 03, 2001 ):
The Census doesn't issue any data on a DMA basis. Nielsen, which establishes the DMA definition, will not issue market populations for Hispanic for a month or so; Census data has not yet become available at the necessary level of geographic detail. Even then some data will be modeled, pending Census detail. Nielsen will also do African American DMA populations, but probably not Asian-American. On a metro basis, all three segments' total populations have been posted on the Census site.


Thursday, June 14, 2001 #4488
IŽd like to know about media (TV and Radio) for the hispanic market at the USA, information about ratings, share, costs by State. thank you!

The Media Guru Answers(Sunday, June 17, 2001 ):
For links to US Hispanic media, the best resource is our own Abbott Wool's Market Segment Resources Hispanic page.

For general information about ratings and shares, without buying the full research from Nielsen or Arbitron, browse through Abby's Hispanic Market Weekly Media and Research articles.

For costs, you will generally need to contact the media, but SQAD offers a current Hispanic spot TV cost guide.

In the US, TV and Radio are not costed by state, but by metropolitan area (msa) for radio or designated market area (DMA) for TV.


Wednesday, April 11, 2001 #4322
Can you think of a resource where I could find total media spending by msa?

The Media Guru Answers(Wednesday, April 11, 2001 ):
CMR (Competitive Media Reports) reports 75 top DMAs of Tv plus some other media.


Wednesday, April 04, 2001 #4313
Please give me a list of DMAs in alphabetical order cross-referenced to their Radio Metro Markets (Metropolitan Statistical Markets or msas are also acceptable). For example: under Los Angeles DMA we have Los Angeles Metro Market, Riverside-San Bernardino Metro Market, and so on.

The Media Guru Answers(Thursday, April 05, 2001 ):
DMA's are defined by Nielsen.

Radio metros are defined by Arbitron. Arbitron can provide a map indicating both geographies, and prints the list you are requesting in "Nationwide" audience reports.


Thursday, February 01, 2001 #4147
where do I find a list of cities that make up an radio msa?

The Media Guru Answers(Thursday, February 01, 2001 ):
One handy place is in the front of any Standard Rate and Data Service (SRDS) book that deals with metro based media, like radio.

An msa is a federally defined metropolitan area. The definition is based on counties, not cities. msa counties are listed at the U.S. Census' site.


Friday, December 29, 2000 #4071
I've heard about somethin called an msa audit. apparently it's an independent service that does pos-buys, etc. and is used by some small agencies and media services. I'm tryng to get more information about them. do you have any information or a contact number?

The Media Guru Answers(Friday, December 29, 2000 ):
The term "msa Audit" is not specifically familiar to the Guru, but it sounds like some of the services provided by msa (Management Science Associates).


Friday, August 25, 2000 #3750
I am assisting in the concept development of a local information Web network which is msa-based. As part of my research, I have been looking for quality industry journals which routinely concern themselves with sites and their content. Can you suggest any, or a directory of such publications? Thank you.

The Media Guru Answers(Monday, August 28, 2000 ):
Revolution and The Industry Standard are the Guru's favorites in this arena. There are dozens, at least.


Tuesday, August 05, 1997 #1384
Are there any benchmarks for radio advertising as far as how many marketsto be in, how many $ to spend, etc. Especially for retail stores.

The Media Guru Answers(Wednesday, August 06, 1997 ):
No, these facts change with the marketing situation. It should be obvious in a retail case that market selection depends on store locations.

Budget depends on availability of funds and the specific marketing task, like awareness or image building which may depend on continuity and long term presence, versus driving trafic to a specific, one-shotmsale or promotion.

The question suggests a student project withn an inadequate marketing brief.



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