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Guru Search Results: 375 matches were found

Friday, June 10, 2005 #6949
Do you know where I could find the total volume of advertising inserts printed in an average month for the US market?

The Media Guru Answers(Saturday, June 11, 2005 ):
Try The newspaper Advertising Association .

Friday, June 10, 2005 #6948
Please let me know what is the formula to calculate OTS of an advertisement in a print newspaper?

The Media Guru Answers(Saturday, June 11, 2005 ):
The Guru sees OTS used in two ways:
  • Averaage frequency of exposure of those reached, or
  • gross number of exposures of the schedule (persons exposed counted each time they are exposed)
In the latter case, audience of the newspaper times the number of ads gives OTS. In the former case, this calculation is divided by the net exposures (counting each person exposed only once) to yield average frequency of exposure.

Tuesday, May 24, 2005 #6933
What is the suggested,standard proof of performance for FSIs inserted by local newspapers?

The Media Guru Answers(Wednesday, May 25, 2005 ):
An affidavit is the current, common proof.

Wednesday, April 13, 2005 #6894
Hi MG - Can you please outline some basics of planning each medium, as I am sure there are nuances to each? OOH, interactive, print (magazine & newspaper), TV, Radio, Cable. Thanks!

The Media Guru Answers(Sunday, April 17, 2005 ):
See the Guru's media strengths page and AMIC Bookstore (in association with

Wednesday, April 06, 2005 #6884
how do you calculate the percent circulation on regional inserts?

The Media Guru Answers(Sunday, April 10, 2005 ):
It isn't clear from your questions what data you believe you will start from, but the simplest approach would be to base calculations on the circulations of the newspapers which carry the inserts.

Tuesday, April 05, 2005 #6883
Dear Esteemed Guru: For those of us in regional agencies that have regional accounts or agencies with nominal budgets to cover regional/spot market or national goals, which do you consider the necessary tools for proper qualitative analysis (mostly broadcast)? (most bang for the buck?) If you can, please rank on priority.

The Media Guru Answers(Sunday, April 10, 2005 ):
The Guru will assume that by "qualitative" you refer to audeience data that goes beyond age/gender into product usage and other behavioral data; that you are looking beyond Nielsen and Arbitron boradcast ratings; so the Guru would look first to Scarborough which links detailed audience demographics and behavioral data to broadcast as well as newspaper and local shopping patterns. The Media Audit is another similar resource. They will, among other things, differ in the smaller markets offered. The Media Audit also offers broadcast ratings data.

Friday, March 25, 2005 #6871
I'm from Europe and keep on seeing the term 'FSI' in American texts on media. What does it mean?

The Media Guru Answers(Sunday, March 27, 2005 ):
FSI = "Free standing insert." This is a small folio of advertising, usually including coupons, which is typically stuffed into newspapers. It is distributed by a national company which has arrangememnts with the various newspapers to carry the inserts. "Free standing" means not printed within the run-of-press pages of the newspsper.

Wednesday, March 16, 2005 #6855
Guru: I need the exact year or decade when the main mass communication vehicles were invented, such as TV, Cinema, Print, Radio

The Media Guru Answers(Sunday, March 20, 2005 ):
TV; 1940's ("invented" in the 20's, "mass" in the 40's). Cinema; 1895. newspaper; 59 BC, Radio 1906.

There are many milestones in broadcast and cinema history, from invention to commerical application. See TV Handbook's History Timeline for a detailed timeline.

Wednesday, March 02, 2005 #6826
Where do I find lists of newspapers and magazines that target seniors and retirement people?

The Media Guru Answers(Wednesday, March 02, 2005 ):
Standard Rate and Data Service (SRDS)

Wednesday, February 09, 2005 #6786
What is a good computer software program to use for advertising budget projections, call projections, analysis, various forecasts, etc. We do national advertising on TV, radio, and in newspapers nationwide.

The Media Guru Answers(Saturday, February 12, 2005 ):
This is beyonfd the scope of Media planning/Media buying/Media research/Media department management questions.

Thursday, January 27, 2005 #6762
Is there any research that shows effectiveness of running multiple print ads in the same issue of the daily newspaper?

The Media Guru Answers(Friday, January 28, 2005 ):
Try Starch AdNorms and The newspaper Advertising Association

Wednesday, January 19, 2005 #6753
Dear Guru, is it appropriate to use the newsletter form to promote a newspaper?

The Media Guru Answers(Sunday, January 30, 2005 ):
The Guru would not consider it to be the best method.

Wednesday, January 19, 2005 #6752
Dear Guru, please let me know which are the main topics / information / that I am supposed to write in a newsletter. Can I use the newsletter form to promote a newspaper?

The Media Guru Answers(Friday, January 28, 2005 ):
Newsletters are wide-ranging in topic and content. Promting a newspaper through a newsletter doesn't sound useful, unless you mean something like advertising in a trade newsletter to attract advertisers for a newspaper.

Tuesday, January 18, 2005 #6751
Media Guru: When designing a print campaign in a weekly newspaper, which would you recommend? Smaller-size ads running more frequently or larger ads running less? Is there research to support the retention of messages in either format?

The Media Guru Answers(Friday, January 28, 2005 ):
The Guru would opt for frequency id the size difference is small, e.g. hal vs full pages.

Try Starch AdNorms and The newspaper Advertising Association

Tuesday, January 18, 2005 #6750
Which would the media guru recommend for a weekly newspaper campaign: Smaller ads with higher frequency or larger ads with less frequency? Is there research to support retention levels of one vs. the other?

The Media Guru Answers(Tuesday, January 25, 2005 ):
A campaign in weekly newspapers or a campaign for a weekly newspaper? In a weekly newspaper, the Guru believes more frequency wins, assuming the same total amount of space is used and ads are not too small. E.g three consecutive one-third page right hand ads will outperform a single full page. In some categories there could be exceptions,m of course. Try Starch AdNorms for research.

Wednesday, December 22, 2004 #6726
I am looking for an up to date CPM rate comparison across traditional media that includes Blimp (Airship) aerial advertising. (TV, Cable,Radio, newspapers, Magazines, Billboards, Blimps) The recall and retention rate with viewers of a blimp, unlike traditional types of media, is extreemely high - 70 to 80%

The Media Guru Answers(Sunday, December 26, 2004 ):
The Guru has not seen this in one place. Perhaps Outdoor Advertising Association of America can compare blimps to other out-of-home placements. Even something as "niche" as blimps has several variables: small to large tethered blimps or piloted blimps or radio controlled blimps. Blimps reaching enormous audiences on New York City public beaches versus much more targeted blimps at spoecific events.

Saturday, December 11, 2004 #6716
Hello, Guru! Please give me an advise how to plan an appropriate ad campaign to promote a newspaper. Please help me with some ideas?

The Media Guru Answers(Saturday, December 11, 2004 ):
Are you promoting readership or ad sales? These will have different targets, consumers vs advertsers. Decide whom, within whichever group, is the target. If readers, is there an age / gender / interests / ethnicity skew? If advertisers, do you need to talk to the advertiser itself or its agency; to media planners or account mangers?

Then it's primarily a matter of deciding which other media reach the specifc target best and will accept your advertising, as you may be considered a competitior.

Friday, November 19, 2004 #6695
Hi Mr Guru, Could you tell me what effect you think online media will have on print based media such as newspapers in the future? thanks

The Media Guru Answers(Saturday, November 20, 2004 ):
Online media is already having a notable effect on newspaper clasified sales. Newsreaders, on the other hand still appear to enjoy holding the printed page.

Tuesday, November 09, 2004 #6676
Hi Guru. Can you define what bulk circulation consists of?

The Media Guru Answers(Wednesday, November 10, 2004 ):
Generally, this refers to large quantities of a publication, which may in fact be paid for by a third party but not by the reader, for instance newspapers provided to guests by hotels. See the ABC rules

Monday, November 08, 2004 #6673
My client is launching a new food product in Sunday newspapers, but he can only afford 3 insertions. The ad unit will be a 1/6th 4-color strip ad. My client and I are debating what will be the most effective and impactful way to the schedule the insertions. I think they should run every 2-3 weeks. He thinks they should run once a month so they're aligned with the FSIs. What do you think? Thank you for your advice. - A Big Fan

The Media Guru Answers(Wednesday, November 10, 2004 ):
The Guru's gut reaction is that a 3-time, one-sixth page schedule is so insignificant that the refinements of timing are of little consequence. Unless they will expicitely refer readers to the FSI's, the Gurus instinct is to schedule separately, for what little reach impact might be gained.

Monday, November 08, 2004 #6671
How do I figure out a rating for a newspaper ad? Some of the papers I work with are small and do not have a research department and I need some clarification. Thanks!

The Media Guru Answers(Wednesday, November 10, 2004 ):
Circulation ÷ household universe = houshold rating

circ x demographic readers-per-copy (RPC) = demographic audience
demographic audience ÷ demographic population = demographic rating

For some approximate average rpc's go to The newspaper Advertising Association

Thursday, November 04, 2004 #6669
I'm writing a newsletter and am wondering how to best explain how reach and frequency are calulated in a newspaper buy. Thanks.

The Media Guru Answers(Saturday, November 06, 2004 ):
Click here to see more than 100 past Guru responses about reach calculation.

Tuesday, August 17, 2004 #6571
Dear MG: Inquiring if you are able to perform the following function: I am making media buying recommnedations for an optical client: If I supply you with the necessary information(Target audience, annual budget, demo, etc), can you send back your media recommendations? If you are able, here is the Necessary info: Client: St. Charles Vision (Optical) Geo: New Orleans, La metro area Budget: $250,000 Demo: Male/female, 40/60 25-64 Upscale TV_________ Radio______ newspaper____ Outdoor______ Other________ Other________ Other________ Look forward to your feedback. Sincerely, Jonathan Blotner Media Buyer/Owner J. Blotner Advertising & PR

The Media Guru Answers(Tuesday, August 17, 2004 ):
The Guru does not do media planning in this space. This would be a project worth a few thousand dollars through a consultant of the Guru's calibre.

Friday, July 30, 2004 #6559
newspapers by circulation

The Media Guru Answers(Saturday, July 31, 2004 ):
See the InfoPlease US top 100 or

the Fact Index world-wide, English-language and other top circulation papers or

Standard Rate and Data Service (SRDS) for other compilations.

Thursday, July 29, 2004 #6557
Dear Media Guru, what is your feeling about E-tear sheets? A newspaper that I have worked with for years recently made the switch from traditional tear sheets to E-tear sheets and I have two concerns. The first concern is that I can not see the quality of production of my ad because the whole E-page is fuzzy when I open it. My second concern is that I can not tell what ran on the back of my ad. If a coupon backs my ad, my ad is likely to be cut out of the paper and never seen by the consumer. Please give me your thoughts on E-tear sheets.

The Media Guru Answers(Thursday, July 29, 2004 ):
As you state so well, an e-tearsheet is not adequate substitute for hard copy. MAke sure the publisher understands your requirements. The Guru, in fact prefers a complete copy of a newspaper carrying ads to judge page-opposite and other issues as well.

Sunday, July 25, 2004 #6549
why british teenagers is more appealing to television advertising compared to newspaper advertising. please list down the points n the relevant website for this question. thanks

The Media Guru Answers(Sunday, July 25, 2004 ):
Teenagers generally don't read.

Tuesday, July 20, 2004 #6546
What exactly is print media?

The Media Guru Answers(Tuesday, July 20, 2004 ):
Narrowly, print media are those advertising vehicles carrying ad messages on paper, or paper equivalents, including magazines and newspapers.

Some people would include out-of-home media.

Friday, June 25, 2004 #6520
how much does it cost to advertise in newspapers, travel magazines, radio

The Media Guru Answers(Friday, June 25, 2004 ):
See SQAD, and Standard Rate and Data Service (SRDS)

Monday, May 17, 2004 #6495
I have just learned that I am to do a study on 50 maybe 60 newspapers. Haven't counted them, but it looks like a long list. We are the agency for a fast food chain and the corporation is preparing for a newspaper FSI drop. I have been "charged" with making sure that each of our 122 stores have proper newspaper coverage. My question, I know that years ago there was a book that showed the circulation spill-out in to surrounding counties. It that through SRDS or some other company? (The newspaper list includes both dailies and weekly newspapers) Thanks for you help.

The Media Guru Answers(Monday, May 17, 2004 ):
You are probably thinking of SRDS' Circulation 2004

Wednesday, May 05, 2004 #6483
I am working with a cosmetic company that markets to young teens (tweens). One question that has been asked is, how to we advertise in the high school newspapers. I read some where that there may be an company very similar to the newspaper press association. Do you know anything about that and if so can you point me in the right directions? Any suggestions would be appreciated.

The Media Guru Answers(Thursday, May 06, 2004 ):
There were once several companies in this business; at least three have been absorbed into 360 Youth

Wednesday, April 28, 2004 #6475
Dear Guru, Thank you for answering my question about traffic and stewardship. You replied in part: "Traffic" is the process of - Identifying which advertising materials will run in the time / space purchased - Ordering necessary duplicates of the materials - Shipping materials to the media vendor - Issuing instructions to the media vendor specifying the materials -- or pool of materials -- which will run in the time / space purchased Does this describe traffic on the agency side? Is there such thing as traffic on the media outlet side (newspaper, radio, TV)? From your answer I understood that stewardship is primarily a function of someone representing an advertiser. Is there a stewardship function on the media side? Thank you!

The Media Guru Answers(Wednesday, April 28, 2004 ):
Loosely, "traffic" is about the movement of the advertsing materials through the necessary handling to get an ad before its audience, and stewardship is about managing the money and the media value.

Obviously there are elements of both of these functions on the media side; a station must log in receipt of the materials, and schedule it for airiing, these are "traffic" functions. Similary a station must track billing info.

Friday, April 23, 2004 #6468
Readership number per subscriber

The Media Guru Answers(Saturday, April 24, 2004 ):
There is no usable average. The 230 or so magazines analyzed by MRI+ have a range of from 1.28 to 28.18 readers per copy, with no obvious reationship to circulation size or topical focus, although national newspapers and newspaper-distributed magazines tend to cluster aroud 2 to 2.5 readers-per-copy. And these 230 are just the largest consumer magazine titles among thousands of U.S. print media.

Thursday, April 22, 2004 #6466
What are the key elements that make special features in dailies a good medium to invest for the advertisers?

The Media Guru Answers(Saturday, April 24, 2004 ):
There are two chief virtues of special sections:
  • They can stand out and generate more readership than ROS pages
  • Most important, they may be topically relevant to your ad, as a home-buying special for bank mortgage or moving company advertising.
Also see The newspaper Advertising Association

Monday, April 12, 2004 #6460
Can you tell me how to calculate newspaper costs? What does "per column inch" mean?

The Media Guru Answers(Monday, April 12, 2004 ):
A broadsheet newspaper like the NY Times is 6 columns wide x 21 inches deep. Its full page of advertising is 126 column inches (6 X 21 = 126) . Such a newspaper specifies its ad charges as price per column inch and will provide information to translate a fractional ad like a quarter page into column inches. As an example, see the NY Times display ad specs.

Tuesday, April 06, 2004 #6451
Dear Guru, Are there any examples of newspapers ads' effectiveness reducing due to their placement in a contradictory editorial context? (eg. say an oil company ad - placed next to an article on controversy at Shell)

The Media Guru Answers(Tuesday, April 06, 2004 ):
There might be such at The newspaper Advertising Association or The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Friday, March 26, 2004 #6435
I am interested in the use of color in newspaper ads and what the reader retention rates are when using different colors. I have had trouble finding any numbers or research done on this. Do you have any information on what colours make readers remember more/less?

The Media Guru Answers(Friday, March 26, 2004 ):
Try The newspaper Advertising Association

Wednesday, March 10, 2004 #6413
How do I find media companies that will sell advertising for our newspaper in Ontario Canada

The Media Guru Answers(Wednesday, March 10, 2004 ):
Start with CARD

Saturday, March 06, 2004 #6403
Hi Guru, I have a question. What's the difference between a frequency plan vs. a reach plan? How would you go about putting together a reach plan if needed? Are there any formulas or anything that you need to plug in to determine reach? How do you know what is effective? Please HELP!

The Media Guru Answers(Sunday, March 07, 2004 ):
A reach plan emphasizes reach versus frequency and the frequency plan is the oppposite. That is, a reach plan is designed to deliver is message to the greates number of different people while a frequency plan emphasizes the number of times each person reached is exposed to the message - no matter how many are reached. Reach plans are used when branding or awareness building are the focus. Frequency plans are aimed at more immediate, direct action such as a retail promotion for a limited time sale.

Some media, such as prime time TV and national magazines produce relatively more reach and others, such as radio, online or daily newspapers are better at frequency within a plan.

You need tools of the sort provided by our own Telmar or eTelmar to evaluate reach and frequency.

Saturday, January 31, 2004 #6372
I am doing an assignment for university based on recruitment for one of the armed forces. i cannot decide which would be most effective- to use higher frequency or reach..any ideas??

The Media Guru Answers(Saturday, January 31, 2004 ):
The answer has many variables. Reach can be more expensive than frequency. Minority targets can be more difficult to reach and have fewer media options than a general audience. Suppose you had a ridiculously small budget of only $2500 and want to recruit Arab Americans. The problem would then be reach versus efficient targeting. Broad reach might argue for outdoor media in a neighborhood densly populated by Arab Americans, e.g. Brooklyn, New York's Atlantic Avenue. But that budget would buy only one small posting for 5 months. It could achieve substantial reach in that small area and good frequency but with a limited message and considerable waste.

City-wide Arabic newspapers might offer three different options covering broader geography for the same length of time. This would likely increase reach and lose frequency.

In short, never ignore budget parameters when thinking about reach versus frequency. With a more reasonable budget of $25,000, for the same goals, think more about reach and multiple media and adequate frequency will be there.

Reach versus frequency needs can also depend on awareness. If your audience is highly aware of your offering but needs persuading, then frequeuncy is probably more important; with no awareness, reach is primary.

Tuesday, January 20, 2004 #6347
which day of the week, on average,excluding weekends, has highest readership for daily newspapers.

The Media Guru Answers(Thursday, January 22, 2004 ):
Visit The newspaper Advertising Association

Friday, January 09, 2004 #6335
Dear Guru, What challenges are daily newspapers facing today? What factors cause their current problems?

The Media Guru Answers(Friday, January 09, 2004 ):
Declining circulation and readership are the key problems.

Younger consumers are

  1. Not readers, in general
  2. Get news from broadcast and the web
  3. Look to the web for classified ads

Wednesday, January 07, 2004 #6333
Is there a general CPM for FSIs?

The Media Guru Answers(Friday, January 09, 2004 ):
There is a lot of variation based on size, type, distribution, etc, Try The newspaper Advertising Association and SmartSource

Monday, January 05, 2004 #6329
Dear Guru, 1. where does outdoor stand in terms of cost-efficiency compared to network TV, cable TV, radio and print? 2. Do you think it is true that outdoor advertising is benefiting from the fact that daily newspaper audiences are shrinking (are they really shrinking?)?

The Media Guru Answers(Wednesday, January 07, 2004 ):
Outdoor is, by far, the most efficent of these.

Are outdoor audiences benefitting from newspapers' audience loss? Not likely and hard to prove. Are outdoor revenues benefitting? Also not likely in the Guru's opinion. newspaper ads are heavily retial and promotional, outdoor's more about branding and long term concepts. Where they meet and trade revenues is most likely entertainment, e.g. movies and events.

Tuesday, December 02, 2003 #6289
Guru- I would like to know what newspapers can offer in terms of value added to their advertisers. I understand what free stuff you can get out of broadcast and outdoor, but what about print? Thanks!

The Media Guru Answers(Friday, December 05, 2003 ):
Free bonus space. Distribution of extra copies at events. Merchandising to retailers. Distribution ot non-subscribers.

Monday, December 01, 2003 #6286
Where can I get info about revenue of classified ads. for newspapers?

The Media Guru Answers(Friday, December 05, 2003 ):
Try The newspaper Advertising Association

Wednesday, November 19, 2003 #6259
Guru, you have no idea how happy I was to stumble on you through a browser. I have been tasked with researching and creating a media plan for a huge client in three regions of the country. I have the current media for newspapers in their markets purchsed but I have no idea if I am missing out on venuews and have no idea where to begin researching all of the resources. In addition to the print media, I have been tasked with guerilla tacktics, coffee sleeve vendors, pizza box toppers, Out door, Interior and Exterior posters and misc. alternative media. The client is requesting trending and ROI for their specific markets. Can you point me to a resource(s) that could help me or even an organization to join for future education on these things. My other option is to find a listing off all the providers for these types of advertising and PR. Thanks in advance for your help with this.

The Media Guru Answers(Thursday, November 20, 2003 ):
You need an ad agency or media service. You could identify vendors through Standard Rate and Data Service (SRDS).

Friday, October 31, 2003 #6227
Is there a source who can help our agency place ads in Oregon High School newspapers?

The Media Guru Answers(Saturday, November 01, 2003 ):
Start with tZine's High School newspaper Network.

Monday, October 27, 2003 #6221
I have looked for the answer to this question, but don't think it is out there... I want an average CPG for Magazine (cross all types of editorial- just a general value) and newspaper. If you have seen an acceptable definition for Internet and/or Outdoor, I am all ears... Thank you in advance for any advice you can give!

The Media Guru Answers(Friday, October 31, 2003 ):
Assuming you mean Cost per GRP, this quest is pointless. At a minimum, defining a target demo is is necessary. Even then, averaging across "Juggs" and "New Republic," etc. to get a CPG for women 18-34 is meaningless.

For online or outdoor, the same demographic issues apply and the choices of media are virtually infinite. Nevetheless the Guru imagines that $5 - $8 cpm is realisltic for these latter media, generally.

Thursday, September 25, 2003 #6173
Where can I find Media Market Revenues? Revenue for newspapers, Outdoor, Radio, Cable for a specific market.

The Media Guru Answers(Sunday, September 28, 2003 ):
Try CMR (Competitive Media Reports)

Tuesday, September 23, 2003 #6169
Dear Guru, My first book was published and I am looking for ways to reach the public to sell my book. I am totally new at this. You must also understand that I am just a simple country girl with a college education but I have no concept of how to reach the media. Lavern

The Media Guru Answers(Wednesday, September 24, 2003 ):
You might place ads in book review sections of newspapers, or in magazines that have such editorial, such as "New Yorker."

If your book is focused on a specifc topic, perhaps there are periodicals or web sites with the same topic.

Your publisher should deal with this, or you can find a small agency that has this specialty.

Wednesday, September 10, 2003 #6148
I am trying to locating a listing, by city and state, of all coupon mags or magnet-mailed programs or magnet-newspaper programs. Can you help?

The Media Guru Answers(Thursday, September 11, 2003 ):
Try Standard Rate and Data Service (SRDS). Consider their Community Publication Advertising Source

Wednesday, August 20, 2003 #6133
I am looking for information on newspaper recall studeis. Where can I find information to prove that running one half page ad in a newspaper will generate better results than running 4 1/16 of a page ads?

The Media Guru Answers(Wednesday, August 20, 2003 ):
The Guru believes you are wrong. 4 one-sixteenth page ads should create better recall than one half. The Guru recalls one such test comparing a one page ad magazine to two one-third page ads (Starch metrics).

Research resources would be Starch and The newspaper Advertising Association

Wednesday, August 06, 2003 #6110
Are there any good recent studies of ad effectiveness and response for print, specifically weekly or daily newspapers?

The Media Guru Answers(Sunday, August 10, 2003 ):
Try The newspaper Advertising Association and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Sunday, August 03, 2003 #6100
I work with a small but well-established African American weekly newspaper. I am seeking to contact as many media planners and buyer as possible to increase ad insertion orders. What is the best way to identify as many buyers and planners who may have either a general or specific interest in advertising in an African American newspaper. Also, is there a way to identify the correct person within an agency who should be contact to increase the likelihood of success in this quest.

The Media Guru Answers(Wednesday, August 06, 2003 ):
Of course, AMIC is the place to reach media planners and within AMIC, Abbott Wool's Market Segment Resources is the area for those interested in ethnic media.

At some agencies, such as the many specializing in African American or multicultural advertsing, any media planner might be appropriate. At others, some are better prospects, but unless you have contacts who can identify them, the Guru can't suggest a method. You might consider buying lists from publications with apporpriate targets such as Black Enterprise magazine

Friday, July 25, 2003 #6094
Dear Guru, I'm preparing an analysis of "going dark" aka taking a hiatus for an entire quarter for an insurance client who is typically on air 4 quarters/year. Can you site some sources (besides the ARF) that have data on taking a hiatus of this length and it's effect on awareness levels?

The Media Guru Answers(Sunday, July 27, 2003 ):
Try TV Bureau of Advertising, The Magazine Publishers' Association, The newspaper Advertising Association and The Radio Advertising Bureau (RAB)

Thursday, July 24, 2003 #6093
Where can I find percent cost (not spending) increases for TV, magazines, newspapers, radio, outdoor, internet for each year 1999 to 2003?

The Media Guru Answers(Sunday, July 27, 2003 ):
The media and advertising trade media cover these data. See Ad Age and MediaWeek

Wednesday, July 23, 2003 #6092
What is the calculation for finding penetration in a given county (for newspapers specifically)? Thanks so much!

The Media Guru Answers(Sunday, July 27, 2003 ):
newspaper penetration =
circulation ÷ number of households

Wednesday, July 02, 2003 #6057
Can you please tell me in a sentence or two what the difference is between MRI and Scarborough research. I went to both of their websites and can't figure out the difference. Please clarify for me. Thanks

The Media Guru Answers(Wednesday, July 02, 2003 ):
  1. MRI is focused on national product and media use (especially magazines)
  2. Scarborough is focused on local markets' consumer behavior, especially retail, and local media, especially radio and newspaper
  3. There is much overlap in what is measured, Scarborough's total sample is much bigger since it must be projected to individula markets reliably.
  4. There are many finer points to consider

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

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

Monday, May 12, 2003 #5967
Hi...our home improvement company advertises on TV, radio and newspaper in 9 markets. We include a phone number in all of our advertising for people to call if they're interested in our products. We track the advertising source for all incoming calls and make all advertising decisions based on which mediums (and individual stations/publications) are producing the phone calls. No annual media planning is done at all (we don't even have set budgets) and advertising is cancelled and ordered haphazardly on a weekly basis based on these numbers. I believe, however, that you can't accurately track this because 1) TV and radio take time to take effect with public 2) people may have seen the ad on 3 different TV stations or 3 different mediums but only report they saw it on one. Do you think there is any merit to this tracking system? I've never heard of any ad agencies doing this and wonder if it's a waste of time and effort, not to mention advertising dollars. Thank you!

The Media Guru Answers(Sunday, May 18, 2003 ):
The Guru agrees. At best you track the last ad people saw. Such tracking overstates the impact of Yellow Pages in many cases.

Sunday, May 11, 2003 #5965
Dear Guru, Many thanks for your reply on OTS and Effective frequency. It's been a great help finding you online, b'cos we don't have any institution to get proper training on issues regarding media planning. The thing is in our country (Bangladesh), while media planning, we always face a lot of problems due to the unavailabilty of data. However, we've got TV viwership ratings, newspaper circulations and readership ratings etc. At this point, how can I effectively calculate OTS? Is it possible to do with the data I've mentioned. Thanks once again. M. A. Toolie

The Media Guru Answers(Sunday, May 11, 2003 ):
In the Guru's prior response (#5938) he explained how to calculate print OTS, if one audience exposure is your standard. For TV, 1 rating point means a quantity of audience exposures equal to 1% of the specified population.

Wednesday, March 19, 2003 #5887
Can you give me some points on how to make a more efficient newspaper buy or tell me where i can find the information?

The Media Guru Answers(Saturday, March 22, 2003 ):
"Efficient" relates to cost versus audience. Assuming one is talking about the same ad in the same paper, efficiency is then about either volume or negoiating skill. You need reasons why the paper should give you a better price for a b/w page than it gives the next person. Can you book aor promise a longer schedule? Can you schedule to fit a pricign deal? Some papers discount heavily for ads repeated in the same week. So instead of running once every week for 4 weeks, run, Monday and Sunday in week 1 and Monday and Sunday in week 3. Look for other rate card opporunitities.

Are you doing business with another paper under the same owner? Can you offer an exclusive in a two paper market?

Thursday, February 27, 2003 #5860
Dear Media Guru - My client has asked me to propose a media market test scenario. How should I go about selecting a test market and what is an acceptable heavy-up for media in the test market, assuming we would test the effectiveness of higher weight levels? What other factors should I consider? Is there any literature out there I should look at? Thanks! .d. Media Planner, Dallas, Texas

The Media Guru Answers(Sunday, March 02, 2003 ):
Test markets traditionally reject the largest ands smallest 10 or som markets, because they are more atypical, and of courxe, the largest are more expensive to test. Nielsen and Standard Rate and Data Service (SRDS) have market guides. You will want to decide which factors matter. Is the market typical in presence of the media types you will use, such as # of tv or radio or cable or newspaper outlets? Is the age or econimic or ethnic mix typical of the US or your eventual marketing area?

The Guru recommends a one-third increment heavy-up as the minimum for testing.

There is extensive literature, try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. and Newsweek Media Research Index

Wednesday, February 26, 2003 #5857
If we have a print campaign starting in March and ending in June and we can only afford 4 insertions in a national would you suggest we flight them? One per week for every other week or in a row? Please advise. Thanks!

The Media Guru Answers(Sunday, March 02, 2003 ):
So many "it depends" factors. What is the pourchase cycle? Is it important to keep a flow of response over the entire period? Is it direct reponse or awareness building? A lot more strategic input is needed on which to base this answer. In any case, the plan seems so light that the choice is probably not going to make a great difference in results.

Thursday, February 13, 2003 #5831
Hi Media Guru. I find your website very helpful indeed. I have queries on special advertising supplements in newspapers. If the supplement focus and topic is relevant to a Client's product. What are the considerations a planner need to justify Should or Should NOT advertise in the supplement. Would missing an ad in the supplement make any difference? Budget is not an issue. Thanks.

The Media Guru Answers(Monday, February 17, 2003 ):
Most importantly, will the supplement add audience? Will it self-select a better prospect? Will its editorial content make the ad more impactfuL?

Wednesday, February 12, 2003 #5830
My freelance media planner/buyer wants to charge my client a full 15% commission and pocket the entire commission for himself. It's a small account. Only about 200K of commissionable media. On top of that, I charge an hourly rate for my creative services. Does 15% sound excessive? What are the going rates for media planning/buying services these days, esoecially in the midwest?

The Media Guru Answers(Monday, February 17, 2003 ):
Yes, in general 15% is excessive for media services only at this billing level. The "traditional" 15% covered media placement, marketing support and creative development. Many agencies now negotiate higher fees for such small accounts, but $30,000 to place $200,000 in media is excessive. Some media are more complex and labor intensive than others, but these fees would cover possible 200-300 hours of meida work. If the media is palnning and buying dozens of small weekly newspapers and radio stations, which change every week for a year, this might be a reasonable fee.

Friday, February 07, 2003 #5815
We've been asked to estimate reach/frequency/etc. for a plan that includes USA Today, newspapers in 8-10 major markets, spot radio in 5 markets, metro traffic in 8-10 markets, and national magazines. I think this is impossible, but can you think of any way I can provide the client with a decent estimate? I was thinking I could start by pulling delivery for USAT, magazines, New York Times, and then somehow estimating the rest.

The Media Guru Answers(Saturday, February 08, 2003 ):
The Guru sees no problem, and so does not quit understand your question perhaps. Assuming you know what reach and frequency is, you can readily determine the reach of each one of the media you mention. Most simply, you can combine them by Random Probability . Most reach and frequency systems on the market, like our own eTelmar, can do this for you. The only "trick" is accounting for the different geographies, but that's just artithmetic, and easy if you look at all the percentage reaches as their equivalent in thousands.

Thursday, February 06, 2003 #5810
I have a telecommunications client that offers quite a lot of services (wireless phones, cable, high-speed internet connection, long distance, etc.) locally that are advertised seperately but under the same brand name. The client typically advertises promotions for these product lines in the Sunday newspaper and usually has at least three or four different ads in the same paper on the same day. Is there an argument that I can use to say that this is ineffective? Is the client creating its own clutter and confusing the audience? Is the third or fourth ad that the reader sees as effective as the first ad? Please let me know what you think. Thanks for your help.

The Media Guru Answers(Friday, February 07, 2003 ):
This depends on how the message is handled creatively. Is it their strategy to be all things to all people in telecom? Or does each line have a different positioning, i.e. what is consumer brand perception.

Thursday, January 30, 2003 #5781
In regards to newspaper what does EDLP mean?

The Media Guru Answers(Thursday, January 30, 2003 ):
el Diario - la Prensa, the 90 year-old New York Spanish newspaper.

Wednesday, January 29, 2003 #5772
Dear Guru I work in the media department at Lowe in the Middle East. We are always looking for new research studies which can be used as a back up in presentations since the research available here is always dated. I was wondering if there is any research on press (Specifically newspapers) which would tell us something on left v/s right page, justification of premium for a front page solus v/s inside pages etc. Thanks for your help regards Deepak Gandhi

The Media Guru Answers(Saturday, February 01, 2003 ):
The newspaper Advertising Association is one US source. Starch is another. This kind of data is likely to be somewhat culturally specific, however. The Guru imagaine that languages which are read left to right will have different results that languages read right to left.

Tuesday, January 28, 2003 #5770
I am looking for clipping services. Are there any you recommend for newspaper? Thank You. Bobbiann Ward

The Media Guru Answers(Saturday, February 01, 2003 ):
VMS (Video Monitoring Services)

Tuesday, January 21, 2003 #5747
Dear Guru, i understand that ROP means any ordinary position within a publication. Does this term also imply anything about the color in any markets? I ask this because someone in Japan told me that "in Japan and in the rest of world", ROP means the above meaning PLUS 2 colors. Can you settle our disagreement?

The Media Guru Answers(Sunday, January 26, 2003 ):
newspapers in the US use the phrase "ROP color" for describing units including color and positioned as ROP the way you refer to it. ROP stands for Run of Press, meaning withing the ordinary pages of a paper. The color reproduciton quality possible by this method, whether two-color or four-color is less than what can be achieved on the slicker pages and diiffereing production methods of Sunday supplements or pre-print inserts. See the production specs of the Everett, WA Herald as an example.

"The rest of the world" is a bit too broad a scope for the Guru to know in all its details, but The TImes of London seems to eschew the term "ROP" and say "colour" when they mean colour.

Monday, January 06, 2003 #5723
I would like to research available media for my marketing strategy. Info on TV/Radio GRPs or newspaper/magazine print spend is readily available, but I am having trouble finding info on "newer" media outlets such as menu inserts, POP collateral (ei. postcards, take-ones, mini ads), unique destination signage, etc. Where can I look to collect info on selection (what is out there and available), cost, vendor/supplier, how to get it/who to get it from, etc. for less conventional media? Ideas and suggestions much appreciated!

The Media Guru Answers(Sunday, January 12, 2003 ):
What makes these "newer" media new is that they haven't yet developend syndicated research or measurement standards. Typically,as the begin to form associations, they begin to compile research. POPAI is one such for POP materials.

Monday, January 06, 2003 #5721
I need to find magazines targeting minorities. How can I go about finding these out? Thanks for your help.

The Media Guru Answers(Monday, January 06, 2003 ):
Resources include Abbott Wool's Market Segment Resources, PubList, and Standard Rate and Data Service (SRDS) Hispanic Source.

The web is full of others, like Medios Latinos and African American newspapers.

Thursday, December 19, 2002 #5698
Is there any industry research that looks at readership of newspapers during holiday weeks...specifically the week of Christmas and the Week of New Years?

The Media Guru Answers(Saturday, December 21, 2002 ):
Nothing standardized, but see Journal of Advertising Research and The newspaper Advertising Association.

Wednesday, December 11, 2002 #5676
RE: Earlier question: What is the real total circulation of Sunday newspapers? What portion is audited?

The Media Guru Answers(Sunday, December 15, 2002 ):
Go to all the auditors previously listed and add their circulations for Sundays. It is hard to decide what portion this quantity is of a larger number if the difference is unaudited (uncounted).

Saturday, December 07, 2002 #5664
In November the Audit Bureau of Circulation (ABC) announce that Sunday circulation had dropped by another 0.4% over the past 6-months. Their measured total circulation for 630 newspapers was around 53 Million. The NAA website shows total circ in 2001 for 913 papers to be about 59 million. Questions: Are the 283 newspapers not covered in the ABC not audited? Are they truly "paid" weekend papers? How are these circs verified if not ABC? What is the real, audited circulation of Sunday newspapers?

The Media Guru Answers(Sunday, December 08, 2002 ):
There are several print auditors. BPA is comparable to ABC, but specializes a bit more in business press. These two are the "gold standard" of print auditing. Others include Certified Audit of Circulations, Verified Audit of Circulation and more.

Tuesday, December 03, 2002 #5653
What is the thinking behind the "retail strategy" airing TV only Wed-Saturday, other than shopping peaks on the weekend. Is there any media rationale to support it and can it apply to cable as well? Appreciate your thoughts..

The Media Guru Answers(Friday, December 06, 2002 ):
This is the frequency theory as opposed to the recency theory. Some feel that there is added effectiveness in wall-to-wall presence, and for products moslty sold in the weekend shopping periods, it makes sense to concentrate on these days, if any. It's about consumer patterns not media, so it applies (or doesn't) equally to TV newspaper, radio or cable.

An interesting corollary phenomenon is that some media will offer discounts for Sunday-Tuesday schedules.

Tuesday, November 26, 2002 #5646
I have a client who buys only newspaper price & item inserts 26 weeks per year. In an effort to grow his business, he wishes to invest in inserts 52 weeks per year. Beyond reach and frequency, how can I demonstrate to him that his money would be better spent in another medium?

The Media Guru Answers(Tuesday, November 26, 2002 ):
Reach and frequency is the central argument. Other than that, propose short-term tests of alternate media.

Monday, November 25, 2002 #5643
what is the "RAB Starch Slide Rule?" (I'm reviewing some newspaper research supplied by the RAB and can't get an anwer from RAB on this. Can you help

The Media Guru Answers(Tuesday, November 26, 2002 ):
Try The newspaper Advertising Association for newspaper data.

Friday, November 22, 2002 #5635
What source would you recommend for information regarding the decline of newspaper readership in the US over the the last 5 years?

The Media Guru Answers(Friday, November 22, 2002 ):
Data on the The newspaper Advertising Association site covers this.

Tuesday, November 19, 2002 #5629
Where can I find the number of ad pages ( annual) in restaurant magazines/newspapers?

The Media Guru Answers(Tuesday, November 19, 2002 ):
CMR (Competitive Media Reports)

Saturday, November 16, 2002 #5622
Can you give me the name of research software that provides reach and frequency for tv broadcast, cable tv, and for a mix of media (tv schedule plus newspaper or magainzes)?

The Media Guru Answers(Sunday, November 17, 2002 ):
AMICs' sister company, Telmar is the leader in such software.

Thursday, October 31, 2002 #5591
Is there an online directory where you can select the mediatype (for example: magazines, newspapers and websites) and subject (for example: financial media) and get an overview of all media? I don't mind paying for such a service.

The Media Guru Answers(Tuesday, November 05, 2002 ):
The Guru thinks not. In any such listing, merely naming the relevant ones is a big undertaking, giving an overview includinge audience data, pricing, editorial mission, etc as well is daunting. Try MRI+'s magazine data for a taste of how voluminous even just doing this partially for consumer magazines can be.

Major work means not for free, usually.

Tuesday, October 29, 2002 #5590
What do you think? Which is better to ad in a paid for newspaper or a Metro (free one ) and why? Are those how bay their paper better readers than those free one's?

The Media Guru Answers(Tuesday, November 05, 2002 ):
Paid is generally considered better. The reader has made some small commitment at least to the vehicle. Free papers are throw-away papers.

Friday, October 25, 2002 #5580
Where can I find case studies and/or info on successful "Grand Opening" promotions?

The Media Guru Answers(Sunday, October 27, 2002 ):
Try The Radio Advertising Bureau (RAB), TV Bureau of Advertising, The newspaper Advertising Association.

Wednesday, September 11, 2002 #5514
Our client uses TV, newspapers, direct mail and the yellow pages and measures each response (via an 800 number)separately for each medium. We have told them that all media is integrated and he can't look at individual responses and measure cost per response for each medium - that an integrated multi-media plan actually delivers better results and that you cann't look at individual medium cost-per-responses. Can you help substantiate this?

The Media Guru Answers(Monday, September 16, 2002 ):
Obviously, previously established awareness of a brand makes it much more liklet that its Yellow Pages ad will be the one that gets a response. Try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Wednesday, August 28, 2002 #5494
My Media Wizard says that Sunday newspapers now have below 50% coverage of HHs in the US. (She says some homes get multiple papers.) Has it really dropped that far?

The Media Guru Answers(Wednesday, August 28, 2002 ):
According to data at The newspaper Advertising Association in their audience data area Sunday gross circulation would be about 58 million or about 55% gross houshold coverage. Some homes certainly do get multiple papers (the Guru gets 3 on Sunday), so it is readily imaginable that net HH coverage has fallen below 50%.

Other data on the site indicate that about 64% of Adults, net, read a Sunday paper and 54% read a paper on the average weekday.

Tuesday, August 27, 2002 #5487
First of all, thank you for your guidance in the past Your opinions have always been very helpful. One of the newspapers that I purchase (not usually a cutting edge paper) is trying to convince me to stop having them send tearsheets and to use itearsheets. I can go on their web site and see what my ad looked like. They say this is the wave of the future and all pubs are heading in this direction. I have always wanted a tearsheet so I can see exactly what the consumer sees. If they are just taking my digitally provided artwork and transferring it to their web site, the color and registration will always be perfect and we know this is not the case. What do you think about this? Am I being stubborn and fighting advancement? That has been known to happen before.

The Media Guru Answers(Tuesday, August 27, 2002 ):
You are absolutely right. Their positon seems ludicrous.

Thursday, August 22, 2002 #5480
Since the very beginning, the central dynamic in the evolution of advertising media is this: as new media forms are created, they almost never totally replace or render obsolete those that existed before them. The proof? In its broadest sense we all know that newspapers did not replace signs, magazines did not replace newspapers, radio did not replace magazines, TV did not replace radio, etc., etc., etc. Rather, much like in nature, as new media come into existence, those before them tended to evolve into a "better" more useable form by any number of measures. This has had the effect broadening the media choice spectrum for the advertiser and forcing each alternative into a more useful and cost efficient state in order to stay in existence. That said, do you know of any research piece, article, or book wherein this evolutionary process is discussed? While all this might be quite obvious to us, I have a client who'd be better convinced by way of third party confirmation. Thanks.

The Media Guru Answers(Saturday, August 24, 2002 ):
The Guru hopes that as a third party, his general agreeemnet with your premise counts with your client. Another way to look at the situation is that when a new medium comes along, it adds something to communication, as in newspapers added personal portability and editorial environment to signs, magazines added color and reproduction quality, radio added sound, TV added moving pictures, the interent added two-way interactivity and the opportunity for endless hype and bankruptcy.

Naturally, as each new medium added something, the older medium found other things it could still do better.

The Guru suggests you look at the archives of the trade media at the time each new medium began to have momentum. I.e, not late 1994 when the interent was first noticed by the press, but mid to late 1995 when advertising was really taking notice. Looking backward, the cycle of "catching on" would be longer, the earlier one looks. Perhaps 4-5 years for TV versus radio in the late '40's to early 50's.

Thursday, August 22, 2002 #5478
can i get an advertising related job over here ..ineed job desperately...ican work online

The Media Guru Answers(Thursday, August 22, 2002 ):
Over where? Try your local newspaper classifieds.

Wednesday, August 21, 2002 #5475
what is the latest readership figure for chinese daily newspaper of nanyang siang pau

The Media Guru Answers(Wednesday, August 21, 2002 ):
The Guru can find no indication of the continued existence of this paer, but try Lycos Asia

Friday, August 16, 2002 #5468
I need to know, What is the data that I can use to calculate newspaper reach?

The Media Guru Answers(Friday, August 16, 2002 ):
As in your adjacent query, you need a computer with software such as that offered by Telmar.

The calculation is extremely complex. As input, you need average issue audience, duplication between issues of the same publication and duplication between each possible pair of different publications. These must be combined using a complex formula such as the Beta-binomial function. There are variants of this formula, which might be preferred, depending on media type and other variables.

Try The newspaper Advertising Association for some general estimates.

Friday, August 09, 2002 #5459
Dear Media Guru, is there any clear relation (formula or something) between Effective reach and GRP? For example: if I have to achieve 3+ Reach 60%, how much GRP do I need?

The Media Guru Answers(Saturday, August 10, 2002 ):
Different media and media element mixes yield different results. That is, 100 GRP of radio is different than 100 GRP of TV or newspaper. 100 GRP of daytime TV is different than 100 GRP of Prime and News.

Reach and frequency models can deal with these differences, but there is no one-size-fits-all GRP number for a given effective reach.

Thursday, August 08, 2002 #5454
Guru, Can you direct me towards any studies that show what an effective frequency should in both newspapers and Magazine? I'm trying to arm myself with some ammunition to prove what we think is too low a frequency in several major market papers. You help is appreciated.

The Media Guru Answers(Saturday, August 10, 2002 ):
Try The Magazine Publishers' Association and The newspaper Advertising Association

Monday, July 22, 2002 #5429
I am from the Philippines. We are bidding to get a bank as a client. They are relaunching their housing loan product. Their given budget is equivalent to twenty thousand dollars ($20,000.00) only. Size of the ad is 7 columns by 40 cms with long copy. A full color (launch) ad costs about $2,600 per newspaper. The sustaining black & white ad costs about $1,400 per newspaper. We plan to use the full color ad only for the first week, while the black and white ad would run from the second week up to the fifth week. This would be at the rate of 2 ads per week within three maor dailies. Is this right or should I use recency and just stretch the budget to 8 weeks at the rate of one ad per week? This is a relaunch and we want the ad to have impact in spite of the limited budget and the long copy of the print material.

The Media Guru Answers(Saturday, July 27, 2002 ):
Your answer depends on the reach of the newspapers used and the advertising climate for the industry. The Guru generally favors recency, but circumstances must be considered. You have not stated the relevant facts.

Monday, July 22, 2002 #5425
Dear Guru, Which is the world's most expensive (in terms of cover price) and exclusive/elite business or general interest newspaper? Have any existed ever to close down?

The Media Guru Answers(Thursday, July 25, 2002 ):
The Guru has not seen such information compiled and doesn't see the value of it for media planning purposes.

Granting there's a value to knowing someone has paid for a subscription, comparing prices around the world would be meaningless. How would a planner buying b2b newspapers in the US use the fact that a b2b newspaper in the Belgium has a cover price of €50?

How does one compare AdMap's $35 cover price to Ad Age's $3.50?

Thursday, July 18, 2002 #5421
Our client, an italian luxury firm, is planning the fall -winter campaign. They need to get results very quickly (sell of products) but also to "rebuild" the brand, which in the past years didn't advertise at all. They would prefer to put most of budget on newspaper to get frequency but in our opinion the magazines should have at least 1/3 of the total budget to help "building" the brand. What do you think?

The Media Guru Answers(Saturday, July 20, 2002 ):
What are the reasons you think magazines do a better job of building the brand? Articulate them. Is it environment? Reproduction quality? Authority?

Why does newspaper frequency = quick sales? Is there a strong retail trade relationship. Deconstruct the theories and evaluate how the media can be mixed?

Wednesday, July 17, 2002 #5418
Guru ~ I am doing national newspaper recruitment advertising for a local company? As this is my first foray into recruitment advertising, what information should I be looking for to select newspapers in the best markets? Our client wants only three newspapers and has no regional restrictions to narrow the options. Thanks for any help on employee recruitment advertising!

The Media Guru Answers(Thursday, July 18, 2002 ):
Hopefully, there are some characteristics of the desired employees which can be matched to populations of markets. Otherwise, you'll hyave to look for leading employment advertising lineage carriers.

Thursday, June 27, 2002 #5380
Guru – Need some retail advertising research info. My partner and I operate a small ad agency and we’ve recently picked up a new client, an upscale women’s clothing store. The store’s owner, a former district manager for a large clothing store chain, insist that single-store retailers who are located in high-traffic malls don’t realize any measurable cost-benefits from advertising. She claims that small mall-based retailers generate far more sales due to their high-traffic mall locations than they do from newspaper, direct mail, TV or radio advertising. My question is this: Do you know of any credible research study that offers any facts to either prove or disprove our client’s claims? She says that she read a trade journal article back during the early 90s that cited a Harvard Business School study that concluded that somewhere around 60% of all retail advertising is wasted, whatever “wasted” may mean. I’ve looked for the Harvard study and for other studies that may deal with this issue, but haven’t found any, at least none that offer any meaningful insights about the overall cost effectiveness of retail advertising. Any research study source/reference info you could provide, Guru, would be much appreciated. Thanks!

The Media Guru Answers(Sunday, June 30, 2002 ):
There is a classic advertising quote, attributed to George Washington Hill of American Tobacco, who said something like, "I know that half of all my advertising is wasted, but I don't know which half."

Your question is actually outside the Guru's arena, but try The Journal of Retailing, a research journal, or The Journal of Shopping Center Research.

Monday, June 24, 2002 #5375
Do you have any updated information on the number of ad messages the typical consumer is exposed to DAILY?

The Media Guru Answers(Sunday, June 30, 2002 ):
This statistic is only used for "hype" purposes, usually to portray advertsing as some kind of social evil. The Guru has recently heard numbers cited between 3,000 and 20,000. These numbers are ludicrous. When challenged, those citing them will hedge and say they meant "informational messages" or some such and include product lables passed in a grocery store. The only way to get a total this high is to do exposure counting by a methood that would include, for example the idea that when a person turns the pages in a newspaper's classified section he is exposed to all 500 ads that might be on each spread of those pages.

When considering these silly numbers, it is best to stop and think: a person is usually only awake for about 1000 minutes per day. If they did nothing else but look at or listen to adverstising, it would take every minute of the day to generate 3000 exposures. A number aound 500 might be a reasonable extreme, again counting as exposure all the out-of-home media passed, and small space ads in newspapers and magazines,even thought there may be no notice taken at all.

Saturday, June 22, 2002 #5373
I am interested in recall norms for TV and radio commercials by length of commercial (60-30-20-15-10), and magazine & newspaper ads by size and coloration. Can you help? Thanks.

The Media Guru Answers(Sunday, June 30, 2002 ):
Start with the relevant associations, TV Bureau of Advertising, The Radio Advertising Bureau (RAB) and The newspaper Advertising Association.

Then try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Saturday, June 22, 2002 #5372
I am a recent graduate and looking for a job in advertising. Do you have any suggestions as to how I should approach the task of job finding? I have tried calling people and faxing resumes, but nothing seems to be doing the trick.

The Media Guru Answers(Sunday, June 30, 2002 ):
Start with your newspaper classified. If you know any media salesman -- they often get asked if they know people for jobs -- ask them.

In either case, a search is more productive if you know where the need is.

Friday, June 21, 2002 #5371
Hello Guru. Do you think it is worth while to run ad's in the newspapers TMC. How effective is the TMC, would it be comparable to ad's in small weekly papers? Could you replace ad's in weeklies to run in the TMC of the daily? Any help is appreciated, thanks.

The Media Guru Answers(Saturday, June 22, 2002 ):
For the purpose of this question, the Guru assumes you mean a newspaper's Total Market Coverage package, that delivers ads in some specialized form to all housholds, regardless of whether they subscribe or not.

The key is in the "total" part. That the ad gets to every household. Weekly papers generally have spottier coverage. But the Guru believes that an ad will be mor effective in ROP sections of a real, purchased weekly newspaper than in a "throwaway" ad package. You trade coverage for readership.

Thursday, June 06, 2002 #5329
Hello. I don't have access to pricing, so I am hoping you can help me. In order of most expensive CPM to cheapest CPM, how would you rank the following media (assume national activity, including local placements)? Event Sponsorship, TV Sponsorship, OOH, Radio (combo national and local campaign), newspaper, Magazine & Online. Thanks.

The Media Guru Answers(Saturday, June 08, 2002 ):
Within each category you list, there is enormous variation in cpm, more than 10:1, so that specific selections could change the rankings. Also "national activity including local placements" is confusing and again changes the range. Different demographics change the realtionships, too. And different units also are important. But in general, the Guru would rank these from highest to lowest cpm as follows:
  1. Events (not media)
  2. Magazines
  3. newspapers
  4. TV
  5. Online
  6. Radio
  7. OOH
OOH will be lowest by a wide margin.

Tuesday, June 04, 2002 #5323
Dear Guru, Is there a company like CMR that tracks newspaper insert spending by account? Or is this just tracked internally by each newspaper? Thanks.

The Media Guru Answers(Thursday, June 06, 2002 ):
The Guru does not think there is such a service. Much of the spending on inserts is printing, which is done by the advertiser, unless they are just placing space within in an FSI.

Consult The newspaper Advertising Association

Monday, April 29, 2002 #5253
Guru, thanks for your prompt answer about the "ad manifest". I checked carefully the link for the newspaper Association of America and the Montana Standard that you provided but there was no explanation of what the "ad manifest" is and no samples provided. Could you help to find out what exactly "ad manifest" is and where I can get some samples? Thank you very much

The Media Guru Answers(Monday, April 29, 2002 ):
Ad manifest appears to be a listing of the ads scheduled to run in a day's issue. You might ask a newspaper for a sample.

Friday, April 26, 2002 #5250
What is an "ad manifest" in newspaper advertising? Where can I find a sample of ad manifest?

The Media Guru Answers(Sunday, April 28, 2002 ):
According to newspaper Advertising Association:
"The Montana Standard of Butte is experimenting with a similar approach. Developed by Novus Print Media, its adPOP software uses a daily ad manifest to automatically generate PDFs of page images and e-mail them to advertisers."

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

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

Tuesday, April 16, 2002 #5224
Is there a posibility of having duopolies in INDIAN media market. For example having local cable companies buying local TV stations or newspapers buying TV stations in their market.Will this be a future media trend?

The Media Guru Answers(Saturday, April 20, 2002 ):
The Guru does not comment on legal issues. Try Indian TV trade media, like India's Satellite and Cable TV Magazine.

Wednesday, April 10, 2002 #5216
Is it the same advertising in two totally different places? Where everything is different (culture, media, number of people etc.). Does the consumer react the same whoever he is?

The Media Guru Answers(Monday, April 15, 2002 ):
Definitiely not. Take a simple example, such as US Hispanic advertising.

It is well established that advertising can not simply be translated and used otherwise unchanged. The cultural cues, and context, including everything from the look of sets and actors through how products are used, past consumer experience with the products, and flavor/scent prefernces make too many differences.

On the media side, reach levels of the various media are different, for instance Spanish TV has a four week potential below 70% of Hispanics for any reasonable schedule, radio has a higher potential, and magazines are not a strong medium at all, generally (with one or two exeptions) having circulation coverage only 10-25% as deep as the US general. market. newspapers compare similarly, with 10% HH coverage of a market being almost unheard-of.

Taking advertising from country to country raises even more problems.

Tuesday, March 26, 2002 #5173
I need to have a better understanding of STARCH testing for newspapers. Where can I get pertinent information on this subject?

The Media Guru Answers(Tuesday, March 26, 2002 ):
Visit Starch

Monday, March 18, 2002 #5158
Guru: What are the limitations of outdoor, transit, consumer magazines and newspapers?

The Media Guru Answers(Tuesday, March 19, 2002 ):
See the Guru's media strengths page

Friday, March 15, 2002 #5153
what are the costs of advertising in media's such as television, radio, newspapers, banners in United Kingdom?

The Media Guru Answers(Sunday, March 17, 2002 ):
See International Media Guide

Saturday, March 02, 2002 #5130
Media Guru - if you are already using SOV and SOD models, is there a way to determine share of EFFECTIVE voice? And How does inflation/deflation effect SOV?

The Media Guru Answers(Monday, March 04, 2002 ):
When you use possibly idiosyncratic terms, the Guru is less certain that his response addresses your actual query.

The Guru will assume for the sake of this answer that by "SOV", you mean share of messages/ GRP/impresions being delivered in the category and by "SOD" you mean share of advertising dollars being spent in the category.

Therefore to compare effective SOV you must begin by assigning relative weights to messages depending on the media type and ad unit, so that if a TV :30 has an index of 100, perhaps a TV :10 has a value of 70, a Radio :60 has a value of 80, A newspaper full page has value of 90, a magazine 4 color spread has a value of 120, etc. (these are NOT recommended values, just for the sake of example).

Then by applying these indices to impressions measured in each medium and unit, you can calculate a Share of Effective Voice.

Since SOV is calculated for a specific, measured period of time, inflation/delation shouldn't be a factor.

Monday, February 25, 2002 #5115
Guru - I have a client who wants to move the needle with product sales via a newspaper only campaign? Is there a suggested frequency/times per week/campaign length for this single medium campaign to generate sales? Thanks.

The Media Guru Answers(Wednesday, February 27, 2002 ):
The answers will vary by ad size, product category and many other elements. Consult The newspaper Advertising Association

Sunday, February 24, 2002 #5111
What is the most effective advertising to reach a Senior Target - Adults 55 and over with Income under $17,000/yr. The product is apartments, the market is Greenville County, South Carolina. The budget is only $10,000. What do you recommend other than Sunday Real Estate newspaper Ads that will be efficient and effective?

The Media Guru Answers(Monday, February 25, 2002 ):
Even assuming that your prospects are all local, the budget doesn't seem serious. You might afford 200 GRP of radio or a similalry indeaquate local cable scehdule. If your prospects might be northerners looking for retirement homes, which seems unlikely at that income level, small space national magazine ads in smaller, senior-oriented magazines might be effective.

Bottom line, you need a real budget, or you're stuck in the real estate section and maybe pennysavers.

Tuesday, February 19, 2002 #5097
Dear Guru, why are the ad sizes for newspapers so different and confusing? What are the most popular ad size standards for weekly newspapers? Thank you

The Media Guru Answers(Wednesday, February 20, 2002 ):
Most daily newspapers have standardized on a few sizes, described at the newspaper Advertising Association site. The Guru finds that many weeklies follow these standards.

Sunday, February 10, 2002 #5075
Dear Guru. I'm looking for some information about the impact of an "encart" (=leaflet) in a magazine versus an A4 insertion in a magazine. Can you help me on this one? Kind regards.

The Media Guru Answers(Sunday, February 10, 2002 ):
Try The newspaper Advertising Association or The Magazine Publishers' Association. There are also Eurpoean equivalents to these. Consult ESOMAR, the European Survey, Opinion and Market Research Organization

Wednesday, February 06, 2002 #5062
Help! I need to setup a newspaper campaign in 35 markets and I need to do it yesterday?? What newspaper groups/rep firms are out there (the good ones only please!)

The Media Guru Answers(Sunday, February 10, 2002 ):
You ned to focus on the ones that sell the markets you need. Try Knight-Ridder and Times-Mirror for starters.

Monday, January 21, 2002 #5024
Hello Guru -- Do you have information on newspaper ad wearout? I have a client who wants to increase their newspaper advertising frequency without changing their creative ... what guidelines should be used for a branding campaign? Thanks!

The Media Guru Answers(Thursday, January 31, 2002 ):
This is not really a media question. It's a matter of copy effectiveness. The answer will depend on category interest as well as the size and impact of the ad. For Branding, there may be an arguemnt to stay with a simple effective message. On the other hand, in newspaper, production is relatively inexpensive in comparison to media costs.

Click here to see past Guru comment on wear out.

Monday, January 21, 2002 #5018
Dear Guru, Am looking for the starch study which outlines the differences in effectiveness of advertising on right hand side vs left hand side of a newspaper, top vs bottom, colour vs b&w. etc. It would be great if you could tell me where I could get hold of this study - Ajay

The Media Guru Answers(Monday, January 21, 2002 ):
Visit Starch

Thursday, January 17, 2002 #5015
What type of media is good for a incredibly small business who cannot afford much?

The Media Guru Answers(Thursday, January 17, 2002 ):
Very local radio, outdoor, pennysavers, small space newspapers. It depends on what you need to accomplish.

Thursday, December 27, 2001 #4964
Can you tell me of any research comparing loose inserts [FSI's in US?] with advertising placed in the body of a newspaper or magazine? — Nick Holdsworth

The Media Guru Answers(Thursday, December 27, 2001 ):
Try The newspaper Advertising Association

Tuesday, December 18, 2001 #4954
Greetings Guru. I am not in the advertising industry but doing some research on advertising effectiveness. Can you help me find (preferably free) regional newspaper, Radio and TV advertising costs and audience sizes for the state of PA. For example, is there some sort of directory or rate cards that list the different newspapers in PA, what it costs to place an ad., and how many subscribers they have. Thanks a million!

The Media Guru Answers(Friday, December 21, 2001 ):
For free, best bet is MediaFinder in print and AMIC's Ad Data area for broadcast. In broadcast, listings are not typically organized by state, but by metro area or DMA.

Monday, December 10, 2001 #4936
Is there any research on the effectiveness of running a newspaper schedule(for a retail client) for 52 weeks? I am looking to scale back my newspaper schedule and need some rationale to support reducing the number of insertions on the buy. thanx

The Media Guru Answers(Monday, December 10, 2001 ):
Try The newspaper Advertising Association

Tuesday, December 04, 2001 #4920
Can you please site a source (or be the source) to answer a question about print wear-out? If running a print ad in a weekly community newspaper, using a 16 time, every other week schedule, how many creative units would you recommend?...Steve

The Media Guru Answers(Tuesday, December 04, 2001 ):
  • This is not really a media question, it is a creative question
  • From a media perspective, the answer will depend on many things, such as size, competitive environment, and campaign marketing elements

Click here to see past Guru responses about wear out

Wednesday, November 28, 2001 #4915
Dear Guru, 1)Where can I find CPM comparison data for local community newspapers versus dailies? 2) What is considered to be a competitive CPM for local community newspapers? 3) What do ad placement agencies charge for their work? Thank you very much

The Media Guru Answers(Thursday, November 29, 2001 ):
Until recently, there were a handful of sites that offered print rate data, such as Media Passage, Media SpaceBank, newspaper SpaceBank, etc., but they all seem to have fallen by the wayside.

The Guru does not think that the daily vs community newspaper decision is primarily going to be base don CPM. Usually dailies cover a wider area while community papers are just that, focused on smaller geographies. Out-of-pocket cost is then the key difference.

Wednesday, November 21, 2001 #4901
I am considering selling a simple, novel, kitchen handtool using national newspaper advertising to reach an audience of several million potential purchasors. The advert will have a black and white photo of the handtool with a simple, clear selling message and call to action (telephone orderline to place credit card payment). Assuming my product is correctly priced and has reasonable appeal and my advert is reasonably well constructed and effective, what range of order response rate can I reasonably expect to see (i.e. what percentage of the newspaper readership could reasonably be expected to order based on experience of similar advertising campaigns?). A percentage range (low to high) would be a useful answer rather. Many thanks for your help.

The Media Guru Answers(Wednesday, November 21, 2001 ):
There is not really enough information for an accurate projection. The results might be anywhere from 0.1% to 3% of persons reached.

Try Direct Marketing Association (DMA) and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Tuesday, November 13, 2001 #4888
Where can I find free information about the effectiveness of newspaper pre-prints, for example Sunday retail sales circulars?

The Media Guru Answers(Wednesday, November 14, 2001 ):
Try The newspaper Advertising Association or the vendors.

Monday, October 29, 2001 #4844
I am doing a comparison study of two local weekly print vehicles in Cleveland and am looking for some assistance in reading The Media Audit reports that both have provided me - mainly cume rating vs. index. Let's take for example a comparison on the following target audience: Attended Past 12 Months - Rock/Pop Music Concert. The percent of the target audience as a factor of the whole audience is 23.7% or 376,300 people. Paper A reaches 154,900 (41.2% rating) while Paper B reaches 140,100 (37.2% rating). Therefore, Paper A has the larger rating or "total eyeballs" per say. However, when we switch gears and look at the Index, we see that Paper B has an index of 208 (49.4% composition) while Paper A only has an index of 168 (39.5% composition). We've been trying to talk this situation out all day to determine which number is more important in deciding who to go with -- since we can only choose one for next year's plans. can you help me to understand in plain english the difference between the 2?

The Media Guru Answers(Tuesday, October 30, 2001 ):
Composition is the portion of the readers of a publication who fit within your target.

Reach / rating is the portion of your target who are within the audience of the publication.

Compostition, therefore is an indicator of the degree of focus on your target while rating is popularity among your target.

Playboy or Maximum PC will have a very high audience composition who are Men 18-34, but People Weekly has more readers in that demographic group.

If two publications have more or less comparable content, as daily newspapers would prefer rating to composition, but cost efficient should also be considered. If overall reach is a goal, including both has merit.

Friday, October 19, 2001 #4808
Is there any resource that tracks newspaper circulations for two years or more?

The Media Guru Answers(Friday, October 19, 2001 ):
Visit Audit Bureau of Circulations.

Tuesday, October 09, 2001 #4766
Can you provide a guide for calculating the optimal number of advertisements to place per annum using radio, TV, an newspaper Printing?

The Media Guru Answers(Wednesday, October 10, 2001 ):
There is no basis for such a rule of thumb. Pay more attention to impressions, reach / frequency, etc

Monday, October 08, 2001 #4761
I am doing a white paper on unconventional/untraditional media. Do you have a good definition of what unconventional/untraditional media is? I have done a lot of research, unfortunately there is not a lot on this subject.

The Media Guru Answers(Monday, October 08, 2001 ):
It is difficult to give a concise definition of something which is best described by what it is not.

Untraditional media is not TV, radio, magazine, newspaper, or outdoor. Anything else which conveys an ad message to a mass audience might qualify. Interactive is just about crossing over into "traditional" territory these days. The untraditonal group includes placemats, postcards, toilet stalls, etc.

Wednesday, October 03, 2001 #4754
Is there an "equivalancy" formula comparing the effectiveness of one newspaper and and a television commercial that appears "x" times for equal recall?

The Media Guru Answers(Monday, October 08, 2001 ):
No standard formula. Once you set your units, you mught compare awareness or other measures. The right comparison should allow common budgets, not compare unit to unit.

Friday, September 21, 2001 #4726
Dear Guru, I couldn't find an advertising sales representation agreement form between an ad placement agency and a newspaper. Where can I possibly find such a form? There's lots of agency - advertiser forms, but not the agency - newspaper ones. Thank you

The Media Guru Answers(Monday, September 24, 2001 ):
See American Association of Advertising Agencies.

Friday, September 14, 2001 #4716
I went to and found total ad dollars spent in calendar year 2000. I can not find total ad dollars spent in Seattle DMA for calendar year 2000 or 1999. Can you help me? Would also want to see what media got what percentage of the total amount...TV, Radio, newspaper, Out of Home and Internet for a calendar year in Seattle is what I am looking for.

The Media Guru Answers(Friday, September 14, 2001 ):
Consult CMR (Competitive Media Reports)

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

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

Tuesday, September 04, 2001 #4692
Dear Guru, My partners and I have started an ad placement network specializing in local community newspapers in USA and Canada. We aggregate local ad space across the nation and deliver it to advertisers. Which software would be most appropriate for managing this type of placements: from closing a sale to billing, distributing artwork and tracking? Thank you very much

The Media Guru Answers(Saturday, September 08, 2001 ):
The Guru does not know of any specific software solution for your exact needs. DDS supplies media management software for many purposes. You may be able to build what you need in a basic database program such as MS Access.

Friday, August 24, 2001 #4675
Dear Guru! Is there, to your knowledge, a "role of thumbe" when it comes to number of exposures necessary for one ad-observation in different media; for example 4+ in TV, 2+ for newspapers etc.

The Media Guru Answers(Sunday, August 26, 2001 ):
The Guru deosn't think there is a valid "rule of thumb" in this case. One could evaluate the schedule in each medium according to the 'Ostrow Model'

Wednesday, August 22, 2001 #4673
media costs by market

The Media Guru Answers(Wednesday, August 22, 2001 ):
AMIC's Ad Data area for broadcast and MediaPassage for newspapers.

Monday, August 20, 2001 #4668
Dear Guru: My question relates to the new ABC newspaper Ruling passed in March '01 which redefines the definition of "paid" subscriptions. Under the new rule, ABC will allow ABC U.S. newspaper members to report all U.S. newspaper copies sold at prices 25% or greater of basic price, including third party sales, as part of paid circulation. Attendant to this new rule, sales must be reported under 2 separate categories: 1) Paid for by Individual Recipients 2) Other Paid Circulation a) Copies sold @ 50% or more of basic price; b) Copies sold at or above 25% but less than 50% of basic price. According to ABC, qualification and reporting changes will take effect April 1, 2001. The first reporting activity will occur with September 30, 2001 Publisher's and Audit Statements. In our particular market, an ABC Audit for the period of 3/19 - 7/1/01 (15 weeks) has just been distributed. Under what ruling would paid circulation be defined? Old ABC rules OR new rules which allows copies sold at or about 25% but less than 50% of basic price? It seems as if the new audit is based upon the new ruling; but the audit statement does not break out circulation according to new ruling stipulations. If you would please provide me w/ your POV. Thank you.

The Media Guru Answers(Sunday, August 26, 2001 ):
Check the ABC site for published rules and commentary. The site says, among other information:
ABC's FAS-FAX will continue to report all “traditional” information, including average circulation sold at prices equal to or greater than 50 percent of basic prices; average circulation sold at or above 25 percent but less than 50 percent of basic; plus Other Paid Circulation, Total Paid Distribution, Total Market Coverage (TMC) Distribution, Reader Profile information and audited Web site activity data.

Now that they have been approved for final passage, these qualification and reporting changes will take effect April 1, 2001. The first reporting of activity will occur with September 30, 2001 Publisher's Statements and Audit Reports.

The Guru doesn't know, off hand, why there would be a 15 week rather than 6 month report. Read the fine print critically.

In any case, the Guru's POV won't affect ABC decisions.

Tuesday, August 14, 2001 #4657
Are there any agencies that deal with ethnic newspapers in the US and Canada?

The Media Guru Answers(Wednesday, August 15, 2001 ):
Try CASS Communications and Marketplace Media

Tuesday, August 14, 2001 #4655
We are about to launch a project entitled The Greatest Pyramid. It will be the nations first national cemetery, mausoleum, and it will contain a World of religion and Science. It will offer high tech memorials for the living and dead. Our intent is to transform the "death care" industry into a Life Care industry. Our market research/surveys predict billions of $ income. My questions: 1)What is appropriate advertising/sales ratio? 2) What kind of advertising is best (TV,Radio/newspapers)3) What kind of advertising marketing firms should we interview? 4) Any other ideas?

The Media Guru Answers(Tuesday, August 14, 2001 ):
As far as the media portions of your question:
  1. A:S ration for a category with no parallels can't be determined. But you could compare to smaller scale cemeteries' history
  2. Without knowing your marketing approach, media can't be chosen, but editorial / programming environment would be paramount if dignity or taste figure into your communcation at all.

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

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

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

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

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

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

Tuesday, July 24, 2001 #4603
I was wondering if you have any ideas were I may be able to find some sort of template for RFPs that involve media buying like requesting C.P.P. or reach & frequency? We have been working on many media bids for a department of the state and they do not request specific media numbers so the media buyers are only submitting the information that makes their plan look the most favorable. We wanted to reccommend something to them so the comparison of the different agency plans would be more like comparing apples to apples. Thank you for any help

The Media Guru Answers(Tuesday, July 24, 2001 ):
First we need to distinguish between requesting plans and requesting buy proposals.

A media plan is a document that details what media should be used at what budgets, to accomplich sets of objectives and strategies which meet advertsing objectives set for the planners. If you are soliciting media paln proposals, you should be setting advertising objectives and asking for plans to meet them. Some judgement in addition to quantitative comparison will be appropriate. You could use the relevant portion of the Guru's Parts of a Media Plan as an outline of what is to be included in proposals reveived.

If, however, the media plan is completed and you are taking proposals on media buys, that is what stations, newspapers, magazines, etc fulfil the plan, that the analysis might be simply numerical, as long as all meet the plan's specs, which should be in your rfp.

Beware of comparing reach and frequency analyses that have been created by different software, and are not therefore comparable.

Tuesday, July 24, 2001 #4602
Where could I get more information on Print Reading and noting studies. This research attempts to arrive at factors that determine visibility of an edit or an ad. For example edit/ads that appear before the fold of a newspaper , or right hand vs. left hand.

The Media Guru Answers(Tuesday, July 24, 2001 ):
Visit Starch and The Magazine Publishers' Association.

Monday, July 16, 2001 #4580
Where can I get information about newspaper readership? Demogaphics...time spent...etc.

The Media Guru Answers(Monday, July 16, 2001 ):
Visit The newspaper Advertising Association

Thursday, July 05, 2001 #4551
Is there a benchmark household coverage percentage used in evaluating national newspapers? What is the national average? Thanks for your assistance!

The Media Guru Answers(Friday, July 06, 2001 ):
Unless you use a very broad definition, USA Today and Wall Street Journal are the "national newspaper" category. Both have just under 2% national coverage. The only other contender is The New York Times, which although available all over the country, is editied as a New York newspaper. The Times has just over 1% national coverage.

Thursday, July 05, 2001 #4550
Are there any industry standards for an expected return rate on newspaper inserts? If direct mail has the magic "2-3% return" always stuck to its name, do inserts have a number to boast? Thanks -- this is a great resource!

The Media Guru Answers(Friday, July 06, 2001 ):
The vendors should have some figures. 2-3% seems to be feasible, but upper end, not an achievement to assume.

Friday, June 29, 2001 #4538
Hello again, I have two questions about calculating reach and frequency that I have been unable to find in the archives of past responses. Perhaps you can help? 1. I normally use the formula (a+b)-(.a*b) to determine combined reach of two mediums, such as radio and print. How do I calculate the combined reach of more than two? The plan I am working on includes spot TV, spot radio and local newspaper. 2. Is it possible to determine a combined reach for more than one market or should each market be reported separately? In the past, I have provided separate delivery for each market in the same plan with a total number of gross impressions for the whole plan. Is this correct? Thanks in advance!

The Media Guru Answers(Friday, June 29, 2001 ):
1. This common formula is based on an assumption that different media duplicate their audiences according to random probability. Therefore if you follow this assumption, media may be added to combinations of media in a "chain" of the same formula. So, once you have combined TV and Radio, you can use this combination as your "a" and then combine it with newspaper as "b."

2. You can combine reaches across markets by doing a weighted average. Multiply the reach in each market by the percent of U.S. in each market. Add all the products and divide by the sum of the % U.S.

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

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

Friday, June 22, 2001 #4512
I am putting together a media plan for a new product. It is a new pill dispenser that is targeted to A45-64, who are active. I am trying to research consumber publications that would reach my target audience. I was thinking about Florida and Arizona as geographic target. But I am in need of finding publicatons to effectively advertise this new product. It is an Iowa based company, but we are trying to do a proof of perfomance and get the product sold. Then build a better image. What would be the nest way to go about planning this campaign?

The Media Guru Answers(Saturday, June 23, 2001 ):
If you target these states, presumably you are finding a concentration of the age target, because these states are retirement centers. But are "retired" people the active ones you want?

Also, you may be mostly limited to newspapers in this targeting.

Nevertheless, try MRI+

Thursday, June 21, 2001 #4511
What percent of daily and Sunday newspaper readers read the first page? If not available, what percent of daily and Sunday newspaper readers read their papers' main news section?

The Media Guru Answers(Thursday, June 21, 2001 ):
Visit the research area at The newspaper Advertising Association.

Tuesday, June 12, 2001 #4475
Where can I find CPM information on for all media platforms?

The Media Guru Answers(Saturday, June 16, 2001 ):
SQAD offers Broadcast cpm. MRI+ offers magazine data. Ad Resource has some Internet cpm data. Try MediaPassage for newspaper. The Guru has not seen such data for outdoor.

Monday, June 11, 2001 #4470
I am looking for a complete liste of newspapers for advertising in the US. Online version prefered!

The Media Guru Answers(Monday, June 11, 2001 ):
Unlike most European countries, the U.S. has thousands of newpspapers including several hundred dailies, so "complete lists" can cover sevral volumes of over 1000 pages each.

One good online resource is Media Passage, which lists 349 papers just in the New York Metro area, for example, and over 6000 in total.

Monday, June 04, 2001 #4453
dear guru i am looking for a researchqor any information that refering to the reach levels needed by advertising in newspapers to diffrent categories of brands like fmcg, convenience goods, and so on , i am intresting especialy at the real estate market. thank you

The Media Guru Answers(Monday, June 04, 2001 ):
Visit The newspaper Advertising Association and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Friday, June 01, 2001 #4452
Hi Guru! I am currently developing a media plan for a client that is interested in reaching the hispanic population of the New york - New Jersey area. I have not been able to get a list of the newpapers aimed at hispanic audiences and their circulation. Where would you suggest I might be able to get this information?

The Media Guru Answers(Friday, June 01, 2001 ):
AMIC affiliates include Abbott Wool's Market Segment Resources. Abbott Wool is the research and media editor of Hispanic Market Weekly. Abby's weekly articles are posted within his the site. One recent article "The Mystery of Hispanic newspapers" discusses resources which list Spanish newspapers by market.

Thursday, May 31, 2001 #4444
Guru, Can you tell me the market size for each of the advertising medium (ie internet, newspaper, indoor, outdoor, etc) for the year 2000. Thank you

The Media Guru Answers(Thursday, May 31, 2001 ):
See the "Coen Report"

Friday, May 25, 2001 #4428
How can I best locate the affluent hispanic community leaders and the affluent hispanic community in Los Angeles?

The Media Guru Answers(Friday, May 25, 2001 ):
If you mean how can you reach them through media, newspaper is the typical vehicle for such a target and the daily newspaper "La Opinion" is the L.A. leader.

Other options include carefully selected TV such as KMEX and KVEA or all news KBLA-AM.

Check Scarborough for Los Angeles.

Monday, May 14, 2001 #4398
I am working on a project to determine how much ad revenue is typically generated by newspapers - i.e. monthlies, weeklies and dailies. Are there books/web-sites with this information? - Thanks.

The Media Guru Answers(Sunday, May 20, 2001 ):
Try The newspaper Advertising Association

Monday, May 14, 2001 #4396
Is newspaper used as a reach or frequency vehicle?

The Media Guru Answers(Sunday, May 20, 2001 ):
Reach. With only one daily exposure opportunity in most cases, the frequency possibilities are far less than broadcast, online or out-of-home media.

Monday, May 14, 2001 #4392
Media Guru: Looking for research on newspaper ROP vs. premium position. Any differences ? Thanks

The Media Guru Answers(Monday, May 14, 2001 ):
See The newspaper Advertising Association

Friday, May 04, 2001 #4368
Media Guru, please help. How do I calculate reach and frequency for a two-week, two-newspaper buy? We are placing 4 ads per week (total of 8 ads for the schedule) on newspaper #1, which has a maximum reach of 9% of our target. newspaper #2 will carry 2 ads per week (4 ads for the schedule) with a maximum reach of 23% of our target. Please advise. Thanks!

The Media Guru Answers(Sunday, May 06, 2001 ):
Find some example newspaper R&Fs at The newspaper Advertsing Associations Marketscope site.

In very general terms, you can estimate some parameters. If newspaper A has a 9% maximum reach, it probably has a single copy reach of around 7%.

If B has a maximum of 23%, then it likely has single copy reach around 20%. So the outside bounds of reach for your schedule are a minimum of 20, but more likely closer to 25, the random combination of the two papers' single copies. The outside maximum is 32 ( the 9% plus the 23% maxima), but more likely closer to 30 (random again).

A solid estimate of 25-30 reach for your schedule should be good enough, but you could use the eTelmar pay-per-use system for a specific calculation.

Frequency, of course, will be the sum of the single copy audeinces of all insertions (GRP) ÷ the reach estimate.

Wednesday, May 02, 2001 #4354
I noticed in the media strengths sections you don't include Internet Advertising. Why is that? Also, have you seen any best practices in how media people compare tradtional advertising with Internet advertising. For example, how can a media planner compare reach frequency in broadcast with impressions and unique audience in Internet? Any insight would be helpful. Thanks.

The Media Guru Answers(Wednesday, May 02, 2001 ):
The actual reason is that the media strengths page goes back to AMIC's earliest days, late 1994 / early 1995, before the internet was being taken seriously as a medium. But the Guru will now add the following to that page:


Capture audience in the act of shopping (Search engines)
Narrowly select target by site appeal
Instant interaction / order taking
Instant copy change
Customer relationship building
Target customer / deliver ad variant based on customer profile or past action
Powerful environment for computer-related advertising
Streaming allows TV-like audio video within above advantages

Regarding comparing to other media, the differences are no greater than between Radio and outdoor or TV and newspaper. If you compare numbers, it's a clean comparison. If you need to explain communications impact and other differences, it's more complex, but merely a matter of choosing the right words.

Wednesday, April 25, 2001 #4341
I work for a major newspaper, and we are considering making changes to our TV listing book, as well as our daily in-paper listings. Most cable and satellite services publish their own listings,and/or offer listings on-screen. Has anyone done a study on usage of TV listings, i.e. how often viewers refer to them, are onscreen listings preferred to in-paper or cable/satellite listing books,etc. Any help on this would be appreciated.

The Media Guru Answers(Wednesday, April 25, 2001 ):
The newspaper Advertising Association would be most likely to have this kind of information.

Wednesday, April 11, 2001 #4323
Dear Media Guru, my client is a massive audience tabloid newspaper that needs to sell advertisement. Up to now, it´s excesive mass profile has been a problem in selling ad space to poweful brands. What kind of campaigns to the advetisers and the media agencies do you recomend? How can I keep the newspaper in their top of mind? Could you help me with outstanding campaigns? Cecilia

The Media Guru Answers(Sunday, April 15, 2001 ):
Pure size should not be a problem for major, reach-oriented brands. Perhaps it's your demographics. But these are marketing and not media problems.

It's no secret that advertisers and media planners can be reached in trade media like AdWeek / MediaWeek. Something more targeted like our own AMIC might also be effective.

Wednesday, April 11, 2001 #4321
I was wondering could help me in finding advantages and disadvantages of different types of advertising media i.e television, radio and newspapers. This would be of great help to me. thanxs

The Media Guru Answers(Wednesday, April 11, 2001 ):
See The Guru's Media Strengths

Thursday, March 29, 2001 #4295
We are doing research for a media plan and we can't find the reach and frequency numbers for any of our magazines, newspapers, and television shows. Is there someplace that we can look that can give us the reach and frequency with out us having to pay a subscription fee?

The Media Guru Answers(Thursday, March 29, 2001 ):
Individual ad's reach can be found in some places, like our own AMIC's Ad Data. In these cases frequency always = 1.0.

For various specific schedules, it's not reasonable to expect all the infinite possibilities to be posted anywhere; this calls for calculations by software with a price attached.

For inexpensive, single use, pay-as-you-go software, visit eTelmar.

Wednesday, March 21, 2001 #4278
Do you have any reserach/learning on response rate for newspaper advertising between: 1)B&W vs. One (Spot)color 2)B&W vs. 4-Color 3)4-Color vs. One (Spot) color

The Media Guru Answers(Wednesday, March 21, 2001 ):
See Starch

Monday, March 19, 2001 #4268
This question pertains to new ABC rule which takes effect April 1, whereby newspapers will be able to count as paid circulation any copies that are sold for at least 25 percent of the basic price. I am currently paying $19.20 for my Sunday newspaper subscription. The $19.20 is for 12 issues ($1.60 per issue) of the paper. Cost on newsstand = $1.75 per issue. 12 issues newsstand = $21.00 ($1.75 x 12) 12 issues subscription offer = $19.20 I am now receiving an incentive for 24 weeks of the evening paper (Mon-Sat) --- free subscription for M-Sat for the price of my Sunday sub. Newsstand cost for daily paper = $.50 per issue Based on this the math works out to: $.50 x 72 issues (12 weeks x 6 issues/wk) = $36.00 $1.75 x 12 issues (12 weeks - Sunday) = $21.00 Total Basic Cost = $57.00 Subscription Cost for Sunday + Free Daily = $19.20 $19.20 / $57.00 = $33.7% === Does this mean that the newspaper will be able to count the FREE DAILY PAPER as PAID? Your help is much appreciated.

The Media Guru Answers(Wednesday, March 21, 2001 ):
The Guru believes the answer is no, based on section (d) of the following portion of ABC rules (and allowing for the change to 25%):

(b) Subscription Sales:

(1) On term order for a year the subscription must be paid for at not less than 50 percent of the basic annual price.
(2) In case of a subscription for more than one year the subscription must be paid for at not less than 50 percent of a pro rata of the basic annual price for the period covered by the order.
(3) If the subscription is for a period of less than one year it must be paid for at not less than 50 percent of the basic price for the period offered. If there is no basic price for the period offered it must be paid for at not less than 50 percent of a pro rata of the basic price for the next shorter period. If there is no basic price for the term offered nor for a shorter term it must be paid for at not less than 50 percent of a pro rata of the basic price for the next longer term.
A price for a period of less than one year that is less than a pro rata of the basic annual price shall not be considered a basic price.

. . .

(d) Subscriptions to any publication received as a result of an offer by a publisher that stipulates that part of the subscription term is free will qualify for inclusion in paid circulation only when a contractual agreement exists for the full term of the subscription and is in accord with the provisions of Paragraph (b) above. Without such contractual agreement, those copies which a subscriber is informed are free shall not qualify as paid circulation and instead shall be set up in unpaid circulation.

Wednesday, February 28, 2001 #4221
I am about to graduate with a B.S Advertising and want to go into media planning, media research. I want to stay in the Pittsburgh area. Do you have any suggestions on companies, best places to go etc.?

The Media Guru Answers(Friday, March 02, 2001 ):
Check Pittsburgh local newspaper classifed to see who's advertising for these positions.

Monday, February 26, 2001 #4208
I am trying to come up with an estimate of the number of advertising messages the average adult is exposed to in the average day. I remember seeing something on this somewhere, and I seem to recall a debate on the issue, but I can't find my source. Any suggestions?

The Media Guru Answers(Monday, February 26, 2001 ):
It depends upon what you consider "advertising messages". If you mean TV / radio commericals, print and out-of-home ads, then the common estimates you see in the thousands are ludicrous. If yoiu assume a person is awake 16 hours per day and does nothing but consume media all day, the answer will be several hundred. Just think about TV and Radio's 20 or so per hour, or the number of ads you would see in an hour of reading newspaper and magazines.

The higher numbers are typically based on counting ecvery exposury to product names, logos and labels, as one might experience shopping in a store.

An issue of Consumer Reports is the most recent place the Guru has seen such estimates.

Monday, February 19, 2001 #4196
Do you have any statistics concerning the effects that adding color to an ad, increasing ad size, and/or increasing the frequency of an ad run on sales and recall of consumers? Could you please back these statistics up with studies and dates that these studies were conducted?

The Media Guru Answers(Thursday, February 22, 2001 ):
Visit Starch.

Also consult The newspaper Advertising Association and The Magazine Publishers' Association.

Friday, February 02, 2001 #4153
Dear Guru- What is the best way to Geo target online? The client wants to do a test in two markets, and he wants it to be translatable nationally. He does not want to buy any local or newspaper sites. Geo-targeting through doubleclick seems to have problems becasue of the AOL situation. Do you have any suggestions? Are there any other web-based ways I can reach a specific market (e.g., advertising in downloaded software geo-targeting by product registration?) Thanks for your help as always.

The Media Guru Answers(Saturday, February 03, 2001 ):
Broadly, there are only two web-based ways to geo-target.

1. The site somehow detects the location of the visitor, for example by registration records or IP address. Or

2. You advertise on sites with a local appeal.

You have acknowledged the problem with #1, and ruled out #2. Your though about advertising in downloaded software (PKZip, Eudora, or Infogate perhaps?) would possibly have too small an audience.

The AOL problem is that sites' servers don't recognize the specific user's geography for AOL's Virginia-based internet entry points. So you would miss out on advertising to the many AOL users. But the Guru believes that AOL can sell you advertising to their userswithin their system, based on user geography. This would fill your AOL user gap.

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

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

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

newspaper rates can be found at Media Passage.

Monday, January 29, 2001 #4132
Could you please explain media characteristics typical for television, newspapers, radio?

The Media Guru Answers(Monday, January 29, 2001 ):
Media Guru's Encyclopedia of Media Terms

Monday, January 22, 2001 #4116
Dear Media Guru, I am curious how you would flight print ads in a daily newspaper promoting a holiday sales event(say Valentine's Day, for example). If I have enough money for 6 ads, and the busiest in-store days are over the weekend, when should I run my ads? I usually run ads Wednesdays through Saturday (stores are not open on Sunday) for this client in an effort to support their weekend skewed sales, but Valentine's Day is on a Wednesday, so I'm at a loss. Would it be best to place ads closest to the event (on the Monday or Tuesday before Valentine's Day) or the Wed - Sat the week before in hopes that people are shopping for that holiday over the weekend? Thanks for your help.

The Media Guru Answers(Thursday, January 25, 2001 ):
If your store client knows that its busiest days are ususally Wed-Sat, it should also have a history of the specifc days leading up to past Valentines Days. You know that you want to advertise right before the best shopping days, that's the media decision. But whchi days those are for your particular client is a matter of record, not a media question.

Monday, January 15, 2001 #4100
Dear Guru: I am trying to understand the pros and cons of buying media in April for a September launch vs. June for a September launch of a product. The media plan includeds spot/local TV, newspaper, radio and outdoor advertising.

The Media Guru Answers(Monday, January 15, 2001 ):
The Guru would estimate that either timing is far enough in advance that there would be little difference, unless you intend to include a special event or unique medium with very limited inventory. Some outdoor sells out far in advance.

There is alweays a small chance that by June, sales people are getting a bit hungrier about meeting their quarterly goals if the quarter has been soft.

Monday, January 08, 2001 #4087
Guru, First off, just wanted to let you know that I find this to be one of the most usefull sites on the web - as a management consultant in need of a crash course on media planning, the information found in these pages has proven invaluable...Now, on to my question: I am working on the launch of a branded consumer services play (auto related), and am trying to build a marketing budget from the bottom up, rather than as a strict % of sales. I have modeled an overly simplified media plan, and am looking for guidance on placeholders to use for weights (TRP) for TV and Radio, # of weekly inserts for newspaper, and showing level for outdoor. I know there are numerous factors and considerations I am leaving out (I know the GURU doesn't like sweeping generalizations), but I need a place to start. Goal: generate "substantial awareness" (think Midas, Maaco). Thanks for your insights.

The Media Guru Answers(Thursday, January 11, 2001 ):
The Guru thanks you for the compliments.

Keep in mind that while "substantial awareness" may be a snappy phrase for discussion of plans, you need to quantify such a term in order to quantify the building blocks of getting there.

Let's suppose we decide the goal is 80% ad awareness among the target within a given campaign period. Therefore, your advertising must reach at least 80% of the target in that period, with enough frequency for the message to penetrate and stick, let's say at least three times.

Now, you can calculate that generating that reach in TV will call for a certain number of TRP (you can use the media software at eTelmar for calculations). Or you can examine getting that reach with radio or a combination of TV and radio.

Outdoor will generate high reach more efficiently than either, with a #25 showing, but outdoor's necessary simplicity of message may not stand alone in filling your needs.

newspaper has its own contribution and you need to judge from a marketing perspective whther you need a small store-locator ad every day, a full page branding message once a week, or some other approach, if any.

Tuesday, December 26, 2000 #4066
Dear Guru, We have a national client that has primarily used newspaper inserts and direct mail for their advertising efforts. We will be planning broadcast to build awareness for this client. My questions is: does it makes sense to buy spot cable in the markets (over 100) or to buy national cable in these markets? They have over 100 franchisees operating in major metro areas, but may not operate in the entire market - just a few zip codes. Also, any idea on cost? Thanks!

The Media Guru Answers(Friday, December 29, 2000 ):
Because of the high premium typically charged for local cable buys, a national buy for such a large area will almost certainly be more efficient.This would mean buying directly from national networks.

Alternatively, one of the national cable reps like National Cable Communications may be able to customize a "national" buy around your geographic needs.

Monday, December 25, 2000 #4065
I'm hoping to find a publication that deals with the needs of small, or medium sized businesses that may do a substantial amount of advertising in a particular area -- for example a funiture chain with locations in two counties. These businesses may have marketing people dedicated to advertising and may or may not have an agency -- but Advertising Age and Adweek don't provide them with useful help. I think a trade magazine for local advertiers makes sense -- covering many of the issues you deal with on your website, but packaged for the person who is more concerned with pizzas than rating points. Before I go out and invent something, I want to find out if it already exists, and I figured you might know. Thank you for your help!!!

The Media Guru Answers(Monday, December 25, 2000 ):
This is a tough one: an ad publication for people who do advertising, but aren't really interested in it, just in their own businesses. There are local business newspapers, such as the Long Island (NY) Business News, and publications of local ad clubs, but the Guru doesn't know of any national publication with similar content.

It seems like your intended audience would have inherently local interests.

Friday, December 15, 2000 #4045
How many hours per week does the average u.s. adult (not household) consume mass media, specifically, tv, radio, magazines and newspapers (broken out by media)? Additionally, is there a source available where I can get this same information for CFOs/CEOs/COOs?

The Media Guru Answers(Sunday, December 17, 2000 ):
This sort of data is compiled by TheYankelovich Monitor.

Wednesday, December 13, 2000 #4042
Hi Guru A.S.A.P....Please can you tell me what should a Brand Review presentation contains? what are the steps for preparing such presentaion? Thanks for your help in Advance.

The Media Guru Answers(Sunday, December 17, 2000 ):
The Guru must presume you are referrring to a Brand review from the media perspective. Therefore, without anyother specifications than "brand review" the Guru would put together:
  1. For whatever period of years is specified, the marketing and advertising strategies which guided the media plan
    budget, etc
    emphasizing all changes in any of these
  2. Summary descriptions of the plans by year, i.e.
    objectives and strategies,
    Media Allocation, e.g.: "Primary Medium: Network TV 50%,
    Spot TV 10%,
    Spot Radio 10%,
    National Magazines 30%" or wahtever other media (newspaper, interactive, etc) were used
  3. Learning regarding sales response, ad awareness changes, etc. and media responses to that learning
  4. Plans for next year with alternates considered
  5. As back-up, flow charts, research supporting targeting and media selection, particulars of programming or magazine title selection, spot market selection, sales or awareness research, measurement of any other goals

Monday, November 13, 2000 #3965
Can you give a definitive explanation of media quintiles (radio, tv, newspaper)?

The Media Guru Answers(Thursday, November 16, 2000 ):
Quintiles are used in two key ways:
  • Quintiles of media, and
  • Quintiles of schedules

Quintiles in either case involve dividing the people under consideration into five (quint-) equal groups for analysis. Why five? Why not? it has become the established method. Three groups would often be more useful: "average," "above average" and "below average" are easier to conceptualize. And some advertisers have considered "nine-tiles."

In media quintiles, the users of a medium, like radio, are divided into five equal groups, arrayed according to their heaviness of use, for example, the 20% of the population who listen to less than 3 hours of radio per week, those who listen to 3 to 6 hours, up through those who listen to 50+ hours. The range of hours of listening are set so that each range takes in 20% of the population. Then, other aspects of the behavior of these groups may be evaluated and lead to media or marketing decisions.

For example, if the lightest radio listeners are also light TV viewers, but the heavy newspaper readers, newspaper may be the best way to add reach to a radio plan and more evenly distribute frequency of exposure across all the people reached.

Quintiles of schedules are similar, but only consider those reached by a media schedule. For example if you had a radio schdule of 500 GRP in four weeks with a reach of 70 and a 7.1 average freqency, you might find that the lowest frequency 20% of your schedule reached (14 reach ou of the 70) had an average frequency of 1.0 and the highest frequency quintilehad an average frequecy of 19.8. When you add newspaper to the plan you can examine each quintile of the combined reach and will likely find the least reached group of the new total has a better average frequency.

Monday, November 06, 2000 #3946
To what does "zoned" advertorials refer?

The Media Guru Answers(Monday, November 06, 2000 ):
"Zoned" refers to newspapers' publishing varying editions in different geographic areas of their markets.

Monday, October 30, 2000 #3930
Today's interactive print seems to focus on the CueCat. Years ago there was selective binding in magazines. Are there any other interactive magazine or newspaper media out there today or on the drawing board that you know about?

The Media Guru Answers(Monday, November 06, 2000 ):
There will probably be CueCat imitator, who will do it better. They won't be shy about making themselves known.

Friday, October 20, 2000 #3901
Guru - I'm working on a recruitment campaign for a high-tech company in some local mkts (NYC, Denver, Jackson, MS, etc). I'm based out of Boston and there's a local high-tech pub called "Mass High Tech" which is perfect for this plan. Can you recommend how I can find other local pubs like this w/o subscribing to SRDS's newspaper source? I've tapped all of my free newspaper resources. Again, thank you very much!

The Media Guru Answers(Sunday, October 22, 2000 ):
Your local version, "Mass High Tech" might be able to recommend comparable publications in other localities.

Friday, October 20, 2000 #3900
Rome 20 October, 2000 . Dear Guru , I am thinking to planning an Ad campaign on Restaurants placemats. I would like know something about "the timing of exposure of Ads to gain the best effectiveness : in the case , I would like to know the effectivness of 3 or more exposures in 1 or 2 hours . Thanks Daniele Giacobbe

The Media Guru Answers(Sunday, October 22, 2000 ):
This doesn't seem to relate to placemats. There have been experiments with multiple commercials in one pod, multiple ads in one program and multiple ads in one issue on magazines and newspapers. Probably even consecutive highway billboards. Generally these put a premium on frequency. For the ultimate collection of relevant research, see The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Sunday, October 15, 2000 #3889
What does ROP stand for?

The Media Guru Answers(Sunday, October 15, 2000 ):
"Run of Press:" All the ordinary pages of the newspaper.

Monday, September 25, 2000 #3837
newspaper unduplicated reach

The Media Guru Answers(Tuesday, September 26, 2000 ):
The newspaper Advertising Association

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

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

Saturday, September 16, 2000 #3803
What is the cost to advertise per each median of advertsing? newspaper local and national? Magazines? Radio? Television?

The Media Guru Answers(Monday, September 18, 2000 ):
The resources to answer all these questions cover several volumes of more than 1000 pages each. Start at AMIC's Ad Data area.

Thursday, September 07, 2000 #3783
What are the benefits of Spot TV versus print for a 3 month launch campaign?

The Media Guru Answers(Saturday, September 09, 2000 ):
TV is a more active, impactful medium than newspaper. There is a greater range of flexibility in schedule, reach and frequency, especially in achieving quick, up-front high levels. 95% reach at 20+ frequency in week 1 is possible in TV, with nothing close possible in local print. But budget will be a key issue.

Friday, September 01, 2000 #3774
Dear Guru, I have to look for information on how many people in European countries consult any sort of financial information online. Where can I look it up?

The Media Guru Answers(Sunday, September 03, 2000 ):
The best information would probably to get European traffic data on the financial category sites, suing resources like MediaMetrix or Nielsen//Netratings.

Whether this way or through traditional survey research, a lot will be missed, such as information sought within AOL or on broad portals that include some financial data resources, newspapers' financial areas, etc.

Monday, August 21, 2000 #3731
We need ad revenues for newspaper, outdoor, radio & tv for each of the top ten markets. Ideally we would like to capture the final figures for 99, ytd for 2000 and projected revenue for 2000. I was sure one of the media mags published some of this info but can not find out which one. The key here is that we need the revenue info by market not total for the top ten. Can you help me??? Thanks much & enjoy your q & a...

The Media Guru Answers(Monday, August 21, 2000 ):
The Guru doesn't think any trade publication would have so much detail. You will probably need to use CMR (Competitive Media Reports)

Tuesday, August 15, 2000 #3705
A retail client of mine is planning a short media campaign to support a 4-day event (Thu-Sun). I'd like to show a reach curve or the like to illustrate the reach built by a 7-day media support (Mon-Sun) and a 4 1/2 day support (Wed - Sun Noon). Vehicles will be radio, TV, and newspaper. How can I do this?

The Media Guru Answers(Friday, August 18, 2000 ):
In total, there is not likely to be much demonstrable difference between identical quantities of media delivered over a Monday-Sunday period.

If you want to illustrate reach accumulation day by day, then you can calculate the reach of the schedule that runs on the first day of the campaign in each case, the schedule that runs on the first two days of each campagn, etc. Then you can plot the two curves, with reach on the Y axis and days on the X axis, using the charting tools of Excel, Powerpoint, Corel, or whatever you might have.

It might look something like the chart below (not actual reach data).

Sunday, August 13, 2000 #3701
I start a small business(manufacturing and distributing electrocomunicational parts).I wonder if you can help me how can I measure ads ,espicialy newspapers.

The Media Guru Answers(Sunday, August 13, 2000 ):
Assuming you mean to measure the sales effectiveness, there are a couple of ways:
  • Put a response mechanism in your ad, like an 800 number, and ask each caller where they heard of your company.
  • Give each add a different 800 number or department or email address so you can compare results.

Friday, August 11, 2000 #3696
In dailies, for inter vehicular cost efficiency comparisons, are there any recent studies that compare ad. visibility for top of fold vs. bottom of fold or for odd vs. even..... For inter media cost efficiency comparison, Is there a way where size of a magazine ad. can be compared with an ad. in newspapers? Any research reports thanx Sandeep

The Media Guru Answers(Sunday, August 13, 2000 ):
Regarding above / below the fold, see The newspaper Advertising Association.

It is always a challenge when comparing efficiencies between media to decide which unit will be compared. Depending on the purpose, possible approaches include:

  • If creating a general package of information about media, compare the most common ad unit used by general advertisers in each medium: Perhaps TV :30, Radio :60, magazine Page 4 color, newspaper full page, etc
    These "standards may differ from country to country or between market segments.
  • If making a rationale-supporting exhibit in a media plan, compare the creative units under consideration for the plan.

See Starch for research on print ad units.

Tuesday, August 08, 2000 #3686
I need to know where can I find information about free newspapers, where are they running, its beginnings, its success (if). Please give me some addresses where to look for. Thanks in advance.

The Media Guru Answers(Tuesday, August 08, 2000 ):
Start with The Association of Alternative newspapers.

Tuesday, August 08, 2000 #3683
When making buys across different mediums, I have found that the agressiveness of salespersons vary drastically between mediums. What type of commission structure do TV, Radio, newspaper, and Internet ad sales persons make....generally speaking?

The Media Guru Answers(Tuesday, August 08, 2000 ):
The Guru can't generalize on this. Different organization in the same medium have different structures. Different sales people may have different deals in the same organization, relating to commission structure and draw.

Aggression may be more a matter of the competitive situation.

Monday, August 07, 2000 #3681
Compared to 2000, what is the expected media cost increase(%)for 2001 by the following mediums: radio, network TV, cable TV and newspapers? Any suggestions on how to find the information for a local market (specifically, Alaska)?

The Media Guru Answers(Tuesday, August 08, 2000 ):
Click here to see past Guru responses about cost increase projections.

Wednesday, July 26, 2000 #3653
Hi Guru, I'm working at a media independent in South Africa. A lot of our newspapers like to run special surveys or supplements and are constantly asking for advertising support for these. For example, our daily business newspaper will run surveys and/or supplements on things like unit trusts, wrap funds, insurance etc. My feeling is that they are largely just money spinners, but I guess there is a market for them. Is there any research that looks at features and supplements rather than the main body of a publication? Thank you

The Media Guru Answers(Saturday, July 29, 2000 ):
Associations such as the U.S.' The newspaper Advertising Association should have research on the question, but there are cultural imperatives involved, so it would be best to find a comparable South African resource.

The concept of these sections appears to be that they will especially attract readers with an interest in their topic and so are ideal environments for related advertisers.

Tuesday, July 11, 2000 #3614
I do not work in an Ad Agency so I have no access to IMG or SRDS. I am looking for internationally distributed newspapers. Already considered the WSJ, NY Times (or is NY Times International edition listed as International Herald Tribune?) and Financial Times. But am unclear to the size of the list of titles, and don't want to miss any important title. Hoping you can fill in the gaps. Thank you in advance.

The Media Guru Answers(Tuesday, July 11, 2000 ):
The International Herald Tribune is a joint venture of NY Times and Washington Post. You may have found the entire list, in terms of papers delivered substantially internationally.

Your local library or university library may well have Standard Rate and Data Service (SRDS) or other similar guides.

Thursday, July 06, 2000 #3601
I am looking for Albanian and Greek newspapers or magazines in the New York area. Do you know of any?

The Media Guru Answers(Thursday, July 06, 2000 ):
One Greek newspaper in New York is Proini.

One Albanian publisher is Albanian American Enterprise 212-702-9102

CASS Communications represents other Greek media.

Another approach to finding national-origin specific newspapers is to contact the New York consulates of Greece and Albania.

Wednesday, June 28, 2000 #3587
Where can I find trend analysis on research on advertising by small to medium size businesses. In particular, I am interested in HOW they buy their advertising CREATIVE (i.e., through an agency, develop it in-house, through their media outlet, etc.), and how they buy their MEDIA (i.e., through their agency, media planner/buyer, media outlet, etc.). I am looking for a credible source - research or industry analysis would be great.

The Media Guru Answers(Monday, July 03, 2000 ):
"Small-to-medium" is too vague a term for any standard data compilations. For instance, one government definition of small business is "less than 500 employees." This may be far larger than what you are thinking of. It also may take in range of buinesess not applicable to your needs, from multimillion dollar law firms with two dozen employees and no advertisng at all, to small retail chains doing a loot of radio and newspaper business.

Some useful Advertising Guidelines are available from the Small Business Administration . Even if you refined your question to a more workable definition, like "advertisers spending $1million or less annually" there is no doubt a wide range of answers. Even if you went to an association like AAF you would likely get answers skewed to an agency perspective.

Ordinarily, for general research, the Guru points people to the The Advertising Research Foundation InfoCenter, but this question need to be refined first.

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

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

Tuesday, June 27, 2000 #3585
Hey Guru! Your information is Great! I am looking for statistical information of the small - mid size business advertising expenditures in Small local newspapers and "shopping guides". Can you help?

The Media Guru Answers(Monday, July 03, 2000 ):
CMR (Competitive Media Reports) products include newspaper tracking. The Guru doubts that there is a category summary by advertisers' business size.

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

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

Tuesday, June 06, 2000 #3534
I need your help. (again!) I am placing for 500 newspaper across the U.S. Is there anything out there in "newspaper land" similar to I need to communicate with these newspapers and am trying to research a way to "streamline" the way in which I communicate with them. Can you help?

The Media Guru Answers(Sunday, June 11, 2000 ):
Try Media Passage.

Monday, June 05, 2000 #3532
At what market penetration level does buying TV on a national level become more efficient than spot buying on a local level? Is it the same for Radio? How about newspaper? And secondly, is there a way to calculate this in general?

The Media Guru Answers(Sunday, June 11, 2000 ):
In TV the variables are demographic and daypart. Some demographics have a greater differential in spot vs network CPP. One daypart / demographic scenario may become more efficient in network after 25 markets, another one at 75.

For example, in one recent cost guide which the Guru has on hand, the daytime HH CPP for network was equivalent to daytime spot CPP for the the top 68 markets. In Prime, the Network HH CPP was equal to top 22 markets' spot.

For other demographics and other media the breakeven will be different still. There is no rule of thumb beyond experience. You need to compile spot costs and determine where they break even versus national.

Wednesday, May 31, 2000 #3514
My company publishes a 5 column tabloid newspaper. In order to cushion small retail advertisers from an upcoming double-digit rate increase (to offset rising newprint costs), I'm considering changing to a 6 column format. The theory is that we can convert small ad sizes to the new format, keep existing business at approximately the same rate per insertion for slightly smaller sizes (i.e., convert 1/10 Pages to 1/12 pages), and gain greater efficiencies and a higher yield per page. Are there any case studies that you're aware of that examine this scenario?

The Media Guru Answers(Thursday, June 01, 2000 ):
The newspaper Advertising Association would be a good source of such studies.

Thursday, May 25, 2000 #3496
Media Guru - are you aware of any studies or statistics showing the effectiveness of newspaper bag wraps [polybags]?

The Media Guru Answers(Monday, May 29, 2000 ):
The data might be available from newspaper which offer the option or try The newspaper Advertising Association

Tuesday, May 23, 2000 #3491
Dear Guru, How do I find ratings for all the US radio and TV stations and circulation and readership data for all the US dailies? I need this for my company's market research. I appreciate your work. N.

The Media Guru Answers(Tuesday, May 23, 2000 ):
The Guru finds it hard to imagine that your company really needs and would use all this data for a project, but perhaps you are building a library to have on hand for ongoing marketing work.

There are about 1000 commercial TV stations, perhaps 1,000 dailies and 10,000 commerical radio stations. Broadcast ratings will include dozens of age/gender/program/time period variants per station. The companies that produce these data do it for profit. You can buy TV ratings from Nielsen, radio from Arbitron and daily newspaper circulation audits from Audit Bureau of Circulations.

Tuesday, May 16, 2000 #3477
What is the definition of "spill in" and "spill out"

The Media Guru Answers(Friday, May 19, 2000 ):
These terms are generally used in relation to Designated Market Areas, but may also be used relative to metros. It is an issue for market-specific media, like TV stations, radio stations and newspapers, but not for national media or place-based media, such as network TV and out-of-home, respectively.

"Spill-in" is audience generated within the DMA by media located outside the DMA. For example, in parts of the New York DMA some people view TV programs broadcast on Hartford-New Haven stations and this viewing is reported in the ratings for the NY DMA. This is spill-in.

"Spill-out" is the same thing seen from the other side. When a Hartford-New Haven station gets audience in the New York market and it's reported in the Hartford-New Haven ratings, it's spill-out.

20+ years ago, this was a relatively minor issue, but today, with cable and super stations there can be a big impact for some stations and markets.

Sunday, May 14, 2000 #3470
Question: Would you please advise how audience accumulation builds over time? For: (A) Weekly Consumer Magazine (B) Monthly Consumer Magazine (C) Business Publications (D) Out of Home Media. I suppose that based upon the type of media -- daily newspaper versus monthly magazine, that audience accumulation will vary quite differently. But from the standpoint of audience accumulation over the course of time from Week 1 to Week 2 to Week 3, etc., because of duplication, the accumulation figure will decrease --- with reach maxing out. Could you please provide a run down by media type (A, B, C, D) as to how accumulation figures build over time?

The Media Guru Answers(Sunday, May 14, 2000 ):
To really evaluate this you need the specific respondent-level data from individual media, such as that provided by MRI or Simmons.

Generally, in any print medium, the audience builds quickly at first, within the medium's cycle. For instance, a weekly builds the vast majority of its audience within the week following issue, and virtually all of its reach within 3 weeks. A monthly has a similar shape to its "reach curve" over time, but the 3 week time line extends to perhaps 2 months. Business publications would probably compare similarly for weekly versus monthly.

Out-of-home media are quite a different story. Since they are not media with content, and are incicentally encountered in life as opposed to the audeince seeking it out, there is no aging content to affect readership. Because out-of-home, at least in the case of outdoor posters, is bought at enormous GRP levels ( usually 25 to 100 GRP per day), reach accumulates very quickly, reaching 85 to 95% of an audience in the first month. The medium itself does not get measured, the campaign does.

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

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

Monday, April 24, 2000 #3416
Dear Guru - Are there daily and weekly/community newspaper associations in the US? Thanks

The Media Guru Answers(Monday, April 24, 2000 ):
Start with The newspaper Advertising Association

Wednesday, April 19, 2000 #3410
What is your opinion on using out-of-home (30-sheets or bulletins) as a stand-alone medium for a brand-building campaign? On a related note, are there any "rules" for adjusting different types of media for their "impact" versus other media (e.g., impact of an all-newspaper campaign versus an all television campaign given the same TRP levels and the same "likelihood of use" by the target market)?

The Media Guru Answers(Friday, April 21, 2000 ):
The Guru has seen impact adjusments across media based on recall, on attentiveness and on an advertiser's proprietary research, but no general rules-of-thumb.

Unfortunately, such adjustments are too often based on one unit of the advertising, such as a TV spot versus a radio spot, and don't take into account the crucial difference in number of spots or GRPs per dollar.

As for brand-building in outdoor, there are two principal considerations in the Guru's view:

  • Definition of "brand building:" The term, one of those nebulous buzz-words which seems to mean whatever the speaker wishes, implies, to the Guru, the creation of a brand image and positioning from a low-awarness start.
  • Limited message: How much can a brand be "built" by the few words and large graphic allowable in out-of-home media?
  • Yet, the Guru is very favorably inclined to taking advantage of the enormous reach and frequency possible via out-of-home

In short, the Guru's gut feeling is that outdoor can contribute greatly to brand building, but that the process needs at least one longer-form medium.

Wednesday, April 19, 2000 #3408
I have a client who wants to advertise in two very local newspapers...Thrifty Nickel and The Employment Guide. I have found some info on Thrify, but not on the other. Do you have any suggestions on where to locate? Thanks.

The Media Guru Answers(Wednesday, April 19, 2000 ):
The Guru assumes that you know the location? Standard Rate and Data Service (SRDS) has a Community newspaper Source, whic might be helpful.

Then, too, with a location, you might be able to locate the publications though printed or online Yellow Pages and request information that way.

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

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

Friday, April 07, 2000 #3373
Can you give me any data on the efficiency of using preprinted advertising inserts in newspapers. Are they more effective than display advertising? Is the response rate better? Are they a cost-effective medium? Are there any data on this medium that you know of?

The Media Guru Answers(Sunday, April 09, 2000 ):
The media term "efficiency" is reserved for the analysis of a price / audience ratio, so please only use it for that issue.

Pre-printed inserts are typically in color, while ROP display advertising is most often black and white, yet inserts are easy to discard and ignore, compared to ads in the ordinary flow of the ROP pages.

Research sources include The newspaper Advertising Association, Newsweek Media Research Index and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Tuesday, April 04, 2000 #3367
Can you give me any data on the efficiency of using preprinted advertising inserts in newspapers

The Media Guru Answers(Thursday, April 06, 2000 ):
You need to check ratecards. There is usually a statement of cpm for carrying an insert.

Broadstrokes information may be foound at The newspaper Advertising Association.

Wednesday, March 15, 2000 #3323
Re: Creative messages (ads) in consumer magazines and/or newspapers. Is it customary to run difference creative in magazines than newspapers? In the past, the agency has tried to convert a magazine ad to run in newspaper. However, the color reproduction quality is very poor in newspaper printing compared to newspaper.Therefore, the question - do advertisers usually run different ads/campaigns in magazines from newspaper? We would appreciate any feedback you have. Thanks.

The Media Guru Answers(Thursday, March 16, 2000 ):
Yes, newspaper copy is usually different than magazine copy. Color is just one reason.

Saturday, March 04, 2000 #3282
Question: I was looking for any media available in doctor's offices that you may know of....ex wallboards, magazine cover wraps, etc.....any ideas?

The Media Guru Answers(Saturday, March 04, 2000 ):
At one time, Whittle did doctors office wallboards and TV, but the Guru can't find anyone who does it now.

Contact the inflight magazine wrap people Inflight newspapers and see if they can refer you.

Friday, February 18, 2000 #3228
Is there a quick and easy source from which I can access what I'd call "WOW" statistics about the growth of radio, TV, newspapers, magazines, etc. over the last 10 to 20 years? Thanks.

The Media Guru Answers(Friday, February 18, 2000 ):
The Guru doesn't think there are many "wows" in the last 20 years' trends for these media, but you'll find whatever there is at The Radio Advertising Bureau (RAB), The newspaper Advertising Association and The TV Bureau of Advertising

Wednesday, February 16, 2000 #3220
Guru, I've been asked to size the market. Can you give me some ideas on what exactly that entails and how should I go about it? The target is webmasters of online newspapers or magazines- basically any site that web users go to for information about news, entertainment, weather, sports, etc. Thanks!

The Media Guru Answers(Wednesday, February 16, 2000 ):
It sounds like you are being asked for a count of the number of sites meeting your target criteria.

You could go to MediaMetrix or AdKnowledge and ask how many such sites they report. It won't be nearly all, but it will be the biggest andhence your best prospects. Publications like InternetWeek , Inter@ctive Week or The Industry Standard may have made such compilations

Saturday, February 05, 2000 #3194
Guru: We're planning to use magazines, national newspapers, banners and direct mail to promote a new shopping portal we expect to launch in a few months. I pretty much know what results we should get from the mags, newspapers and banners, but have no idea what to expect from the direct mailer. Went to DMA's site but got no answers. Need your help, Guru! Here's my question: What sort of "recall rate" should we expect from mailer's recipients when we do our post campaign reader-recall follow up(i.e., out of 1,000 recipients, what percent should typically recall receiving the mailer)? I realize lots of varibles come into play, but give it your best shot. Thanks, Guru!! Jim Pflaum

The Media Guru Answers(Monday, February 07, 2000 ):
The Guru does not evaluate direct mail in terms of recall rate. Since the only result that really matters is a sales inquiry or other consumer action. Direct Mail is more often evaluated on its opening rate.

The Guru would not expect as much as 3% site visits resulting from mailing recipients.

Wednesday, January 26, 2000 #3157
Dear Guru, I am doing a MIS project for newspaper. Could you let me know any sites where I can get mor information about Advertisement management Vis-a-Vis News Paper

The Media Guru Answers(Saturday, January 29, 2000 ):
The question is too general for the Guru to offer much help. Best source would be The newspaper Advertising Association.

Tuesday, January 25, 2000 #3153
Guru, Are there specific business-to-business magazines and websites that target webmasters/developers and "desicion makers", specifically for websites such as online zines and newspapers? Thank you.

The Media Guru Answers(Friday, January 28, 2000 ):
One of the hottest magazines of our day, The Industry Standard covers exactly this. There are also Internet Week and Business Marketing's Net Marketing .

Sunday, January 23, 2000 #3147
Dear Guru, I am compiling information on Marketing and other initiatives Indian Press Associations can take when faced with a situation where they are'losing' ad revenue shares rapidly to Television. Would appreciate if you suggest some references, or throw some light on this. SHRIPAD KULKARNI, MANAGING EDITOR, TOP OF MEDIA

The Media Guru Answers(Sunday, January 23, 2000 ):
The The Magazine Publishers' Association or The newspaper Advertising Association might have some ideas.

Saturday, January 22, 2000 #3146
Do you know a investigation about newspapers in these topics : Ad in color or Black & White Ad in different ubications

The Media Guru Answers(Sunday, January 23, 2000 ):
Try Newsweek Media Research Index, The newspaper Advertising Association and The Advertising Research Foundation InfoCenter. But these are essentially US resources, and other research with more pertinent results might be available in your own country.

Saturday, January 22, 2000 #3144
Hello Guru : I´ve many questions : 1º Do you know how i can add the impacts in TV, Radio, newspapers and Magazines. Exist a table of factors for obtain this results

The Media Guru Answers(Sunday, January 23, 2000 ):
"Impact" is a term with no standard defintion. First you will have to quantify the term before any intelligent answer could be given.

For example, if you decided impact equalled reach, weighted by historical selling ability, you could first establish each medium's weighted reach and then combined these media impact scores by a probability equation just as you would combine reaches. But a different way of defining impact might lead to another approach.

Wednesday, January 19, 2000 #3134
how can i enroll reps???

The Media Guru Answers(Saturday, January 22, 2000 ):
Your meaning is somewhat unclear. If you refer to hiring salespeople to work in your organization, you can advertise in the local editions of advertising trade media and newspapers. If you mean contrating a rep firm to sell your medium, media rep firms of various sizes are listed in the front of the Standard Rate and Data Service (SRDS) for each medium. These resources are available in libraries.

Wednesday, January 12, 2000 #3116
I have CPM/CPP for traditional media (newspapers, magazines, tv, radio) for the US, but need it for other countries. Do you know where I can get up to date information for this please?

The Media Guru Answers(Wednesday, January 19, 2000 ):
Data like these are compiled and published by some of the international agencies such as Y&R and Saatchi&Saatchi.

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

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

Saturday, December 25, 1999 #3075
Dear Guru, there has many studies and discussions about the effective reach and frequency, GRPs level, etc for the TV media. Is there any for newspapers? Any industry norm about what is the effective frequency for newspapers

The Media Guru Answers(Saturday, December 25, 1999 ):
The concept of effective frequency is based on psychological studies of learning which found three repetitions of information were required for the information to be "learned."

The original study, by Ebbinghaus, was conducted circa 1883. If the concept is valid at all, it is equally valid for print media as it is for TV.

Thursday, December 23, 1999 #3073
Dear Guru, I would like to know the pro's & con's of sponsorship on TV , The minmum added value that we have to ask for, the payment terms that we have to agree on, the primium to be paid by the client in case of exclusivity of product, we are operating in the gulf market , dominated by few TV station (Satellite ) and weak teresterial TV Station. On the other hand I would like to know if there is any sites that features pictures of Media (TV, NP, ,,,) just to make the presentation more friendly ... Thank You

The Media Guru Answers(Thursday, December 23, 1999 ):
The essence of sponsorship is to give the consumer the idea that you, the advertiser, are responsible for the program. You want to pick programs that fit well with your product or selling points, just as beauty contests are typically sponsored by cosmetics companies. Secondarily, you wish to deny the competitor the opportunity of advertising in a powerful program.

For full sponsorship you would minimally expect opening and closing billboards, plus "bumpers" into and out of breaks. Major fractional sponsors might expect opening and closing billboards.

Sponsorship is premium-priced and the benfits are mostly judgemental and image-oriented.

A sponsor might earn participation of the actors in ads, rights to use logos and scenes from the show in ads, packaging and point-of-purchase material.

Pictures of media can be found on the sites of various media themselves as well as the associations such as The newspaper Advertising Association or The Radio Advertising Bureau (RAB).

Tuesday, December 21, 1999 #3068
Would like to know the advantages and disadvantages of free standing inserts as a media tool.

The Media Guru Answers(Tuesday, December 21, 1999 ):
The allow good geographic selectivity and some coupon users will seek out and "shop" the FSI's.

They are readily disposable; some recipients ignore them totally. Coupons may only appeal to people who buy whatever offeres cents-off on the next shopping occasion, so people shopping coupon flyers may not actually be susceptible to trial and conversion.

The The newspaper Advertising Association will probably have more information.

Wednesday, December 15, 1999 #3056
What is the effet of newsstand sales versus subscription on Reader-per-copy figures? Does one distribution method increase or decrease the pass-a-long opportunities?

The Media Guru Answers(Sunday, December 19, 1999 ):
There are a lot of "it-depends" issues. One example is the difference between mornig newspapers bought on a newstand on the way to work and evening newspapers bought on the way home.

The best course is to compare circulation audits which show newstand vs subscritption data alongside readership studies which show readers, for publication sets iin which you are interested.

Thursday, December 09, 1999 #3042
Dear Guru- I have heard there are thousands of ways to advertise on the internet for free. What are they, and do you think any of them are effective? How many impressions do you think can be generated with little or no money to spend. Thanks!

The Media Guru Answers(Thursday, December 09, 1999 ):
There may be thousands of sites, but the Guru doubt's there are thousands of ways. Here are some:
  • Free on-line classifieds on community and local newspaper sites
  • Free on-line classifieds when you pay for print advertising in major newspapers
  • Free banner ads as merchandising for buying paid space in traditional media, particularly magazines. Free job lisitng ads in many places, including AMIC's Ad Jobs area.
  • Link exchanges which are banner trades with other sites.
  • Cross-links with other sites.
  • Putting up your own ad-bearing site in the free web-site space allowed to customers by many, if not most, ISP's

The Guru does not think many of these options generate large numbers of impressions. They may be effective, given a small scale goal.

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

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

Tuesday, December 07, 1999 #3032
i am seeking an extended list of caribbean media vehicles (tv, radio, magazines, and newspaper) reaching caribbeans living within the us. can you tell me of any names or places where i can find this information? In addition, do you have any recent information pertaining to which us markets they are living in along with population figures. the only information i was able to find was '90 census data. thanks!

The Media Guru Answers(Wednesday, December 08, 1999 ):
The Guru will asume that you are referring to "West Indians" also referred to as Caribbean Black, and not to Caribbean Hispanics. In either case these marfket segements are primarily found along the U.S.' East Coast. About 75% of the U.S. Caribbean Black population is found in the N.Y. and Miami DMA's; within NY, primarily in Brooklyn and Queens counties.

There are print, radio programs and syndicated TV programs for this market segment. Once you find one, they can probably guide you to others. For example, New York's WLIB-AM offers some Caribbean programming.

MultiCultural Target Source produces a directory of media for many ethnic and cultural segments.

Monday, December 06, 1999 #3029
Dear Guru, I am an Advertising student at the Univesity of Akron and I doing a promotional campaigns project. What I am doing now is trying to develop a mock budget based on reach and frequency. Do you know where I can get information on how much Advertising through different media (tv, radio, newspaper, magazines)costs per contact? Or even on average? I can't start any research without information on cost of advertising. Could you please help me? Melody

The Media Guru Answers(Tuesday, December 07, 1999 ):
Visit AMIC's Ad Data area

Monday, December 06, 1999 #3028
what is the best media to reach college students?

The Media Guru Answers(Wednesday, December 08, 1999 ):
"Best" is a matter of setting goals.

Most targeted are probably the campus newspapers and "wall" media sold by CASS Communications and American Passage.

Best reach for the price and reasonably targeted would be carefully selected radio and possibly cable programming.

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

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

Wednesday, December 01, 1999 #3009
Does position of the ad make a difference to the impact of the ad ? An ad in the Front Page of a newspaper one could safely assume has a higher impact, but what about Page X v/s Page y or a Right Hand Page v/s a Left Hand Page? Do you know of any study on this topic ? Thanks & Regards

The Media Guru Answers(Wednesday, December 01, 1999 ):
The theories prefer forward pages to rea pages and right han over left. Specific cases relating to specific editorial content may override the generalities.

Starch is the best known source of this kind of research.

Tuesday, November 16, 1999 #2976
Dear mr Guru, I work for a newspaper. I'm looking for information about the link between the size (mm/col) of an advertisement in a newspaper (e.g. 1 full page) and the effectiveness (impact, attention, perception, etc) of that ad. Can you help me getting that type of information?

The Media Guru Answers(Tuesday, November 16, 1999 ):
Starch comes to mind first. Also check The newspaper Advertising Association

Friday, November 12, 1999 #2964
Can research determine which media is best to drive traffic to a local retail business? If there is a particular medium or media, what research approach can best determine which media works? Please consider that this a local business that currently advertises in radio, newspaper and billboards and is very successful at driving traffic to retai outlets that are not highly visible in their marketplace.

The Media Guru Answers(Tuesday, November 16, 1999 ):
A specific individual business can use research to determine this.

Most simply, it is easy to include something in the advertising which makes people want to tell the business's operators where they heard of them. Or staff can be instructed to inquire where customers heard. More expensively, a commissioned study can probe awareness and shopping behavior from a random sample or a customer database sample. In any of these cases, the research must be carefullly studied and interpreted, to distinguish the results of branding efforts from promotions.

If the business has a long history of establishing its name and offerings in the community through radio and outdoor campaigns, the research might still find that "What brought the cusotmer in today" was a newspaper or Yellow Pages ad. Analysis might well show that the newspaper or Yellow Pages ad would have had little impact without the other media's branding effects.

Different businesses enjoy different effects from various media. A roadside, impulse business, like a highway restaurant chain can get immediate results from highway billboards which would have much less benefit for an in-town, white tablecloth eatery. A branding-oriented newspaper campaign for the latter would likely be more effective than one for the highway chain.

Wednesday, November 10, 1999 #2954
Where might I find newspaper readership studies and audits?

The Media Guru Answers(Thursday, November 11, 1999 ):
These are done by Scarborough and Audit Bureau of Circulations.

You can find some of these at The newspaper Advertising Association or Advertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.

Thursday, November 04, 1999 #2934
Hi Media Guru, I’ve been asked to see if any research exists, either quantitative or qualitative that addresses the following issues for newspaper advertising: 1)Effectiveness of mono advertising vs spot vs full colour 2)Left hand vs right hand page advertising Any gems? Thanks

The Media Guru Answers(Thursday, November 04, 1999 ):
If it exists, The newspaper Advertising Association will have it.

Wednesday, November 03, 1999 #2931
I have a client that is a local car dealer and wanted to ask you about branding. What, if any in particular, media are most appropriate for branding purposes? I believe in the recency strategy for media placement and wonder how this philosophy would relate to branding as well?

The Media Guru Answers(Wednesday, November 03, 1999 ):
The Guru believes that
  • Branding (long term identity / positioning) is one side of the coin and promotion (immediate, short-term response) is the other
  • Branding would be unusual for a car dealer, but not unheard-of.
  • any medium can carry a branding message, just as any medium can carry a promotional message.
  • Probably radio and newspaper are more common for retail promotion, TV and magazine more common for branding.

Recency is specifically oriented to short term response; delivering "the message closest to the purchase decision." Continuity will also support branding, but can be looked at over a longer span.

Wednesday, October 20, 1999 #2890
Dear Media Guru: I need to measure the penetration of different media but I need to know how, for example I know TV should be the people that have a TV set, and I suppose is the for radio and Internet. But what about cinema? newspapers, magazines, outdoor, billboard?

The Media Guru Answers(Wednesday, October 20, 1999 ):
[none] Penetration can have different definitions. In TV it is usually the % of poeple in Households with TVs. In other media, like radio, magazines and cinema, what seems to make sense is the count of people who actually use ( 'are exposed to' ) the medium over a given period such as one week, or 30 days.

Internet penetration is sometimes based on used the medium and sometimes based on possessing the capabilit, i.e. having access to a computer with modem and internet account.

Saturday, October 09, 1999 #2862
It seems that most of the news about advancements in media and in media planning focuses on the on-line arena. However, changes have to be happening in the off-line arena, even if they don’t get the same play. Introductions of products TiVo or Replay TV are going to create major concern among the television and advertising communities once the universe of ownership begins significantly cutting into the viewership of commercials. The digital superimposition of products into programming, rather than just having them featured in the show, seems to be an area where both creative and media departments are both going to have to play close attention (Stuart Elliott’s article in 10/1 NYT addressed some of this). However, with this long preamble, what in Guru’s opinion are some of the other innovative things happening in the off-line advertising side of TV, radio, mags, newspapers, OOH, etc.? Could you cite some articles or Websites that might go into more depth on these?

The Media Guru Answers(Saturday, October 09, 1999 ):
The offline "innovations" to which you refer are just new mechanisms for achieving the same results with which planners have coped for many years. Not long after VCRs, devices to eliminate commercials were available and never sold well. Remotes have long since made zipping through recorder commercials quite easy.

Product placement and stadium signage are old-hat as well. Placing them digitally instead of physically isn't media planning news.

The Guru doesn't see anything happening off-line as big as the creation of on-line and new advertising vehicles in the on-line arena.

News in off-line seems to focus on new ways to buy and package. Perhaps we will see a return to the early days of TV and real sponsorship. Segmentation - in the sense of a focus on minority groups which in the aggregate now outnumber the presumed mainstream majority, and personalization of media are the new direction the Guru sees in traditional media.

Ad Age and MediaWeek are still the best sources of media news in print.

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

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

Wednesday, October 06, 1999 #2854
What are the advantages/disadvantages of advertising during sweeps? We have a client who is TOTALLY hung up on advertising during sweeps. Isn't there a lot of self-promotion going on in TV? The client is a newspaper. Also, I've heard that political advertising during the fourth quarter 2000 is projected to be phenomenal. Do you have any information on how advertisers are reacting? Thanks!

The Media Guru Answers(Thursday, October 07, 1999 ):
It is true that ratings are higher during sweeps, because programming is selected to increase audiences when they are being measured. And yes, there is a lot more self promotion in these periods.

But, assuming your client is going to buy "X" GRPs, they will get them with fewer announcements in a sweep than otherwise. If it takes 20 announcements to get 100 GRP in October but only 15 to get 100 GRP in November, the difference to the advertiser should be infinitesimal in terms of more impact. If any measurable effects are seen, there would be a hair more reach and a speck less frequency in the sweeps scenario. The cost per point might be higher.

Political advertising surges during every presidential election. Advertisers will not be visibly reacting today, since Fourth Quarter is sold as the first quarter of a network's year. When Q4 2000 selling starts to move next May, the upfront advertisers will secure their time comfortably. Some advertisers who don't usually buy upfront will. As the year goes on, some money which would have been spent in some places will go elswhere, network to spot, TV to radio, broadcast to print.

It happens every four years and used to be worse when both summer and winter Olympics fell in these same presidential election years.

Wednesday, October 06, 1999 #2852
I have to give a presentation on buying print media. I want to explain how frequency discounts work when advertising in newspapers. Can you help me explain, in the simplest way possible, how these discounts work? I appreciate your help. Thanks!

The Media Guru Answers(Wednesday, October 06, 1999 ):
The more often one advertises, the lower the price per inch of space. That's as simple as the Guru can make it.

Tuesday, October 05, 1999 #2847
How effective are off-the wall (i.e., aerial banners, blimps, in-flight ads, newspaper bags, buses, etc.) media?

The Media Guru Answers(Wednesday, October 06, 1999 ):
Effectiveness of such media varies. It can be fabulous or a flop. Key issues will be matching target to the vehicle and understanding the relationship with the audience.

Aerials and blimps have a long history of apparent success on the beaches promoting beach realated goods from sunscreen to beer, plus local concerts and clubs. The same vehicles might be far less successful for on-line brokerage or high-ticket luxury goods.

College wall boards are often succesful with products aimed at college students.

In flight and transit media are much less "off the wall." The Guru has seen subway car-cards generate a full, local market Nielsen share point increment in 6 weeks for a basic household food staple, with a message aimed solely at Hispanic consumers.

Monday, October 04, 1999 #2844
What is the best way to reach Adults 18-24 with out using television?

The Media Guru Answers(Monday, October 04, 1999 ):
Most efficient? Selected out-of-home.

Most targeted? Some magazines or college newspapers.

Broadest reach in a single medium? Probably radio.

Best total reach? A combination of the above.

Other qualifications of "best" might yield additional answers.

Monday, October 04, 1999 #2842
I am doing research for a german based software company, that is about to go international with its produkct. Hereford I am completing a media plan. The countries I am mainly intrested in are Those in europe and in North America. I would like to know where I would get relevant infor mation about; How effective are different types of media in the different countries and what target groups do I reach if I use that type of media. I would prefer this data to be specified for individual magazines, newspapers, tv stations ect. I have read thru your past answers, and my main problem at the moment is that I don´t have a large budget to pay a market research company. I am still a student doing this as a final assignment (thesis) for college. I hope you can be of any assistance. Thanks. Arno

The Media Guru Answers(Wednesday, October 06, 1999 ):
In the U.S., universities which teach advertising and marketing often have in their library past years' sets of the broad product and media usage studies from MRI or Simmons. Perhaps your school has the same or a relationship with a U.S. university.

By the way, data would not be about TV stations, but about networks and programs. The U.S. has over 1000 TV stations.

Thursday, September 30, 1999 #2838
Useing TV's formula for ratings, apply to the newspapers circulation of 108,000 with a population of adults 289,400. What would be a rating number for this situation?

The Media Guru Answers(Friday, October 01, 1999 ):
If we know that the circulation is 108,000, we next need to consider the readers-per-copy to get your answer. According to the The newspaper Advertising Association the 1999 daily newspaper's average adult readers-per-copy is 2.148. Therefore, your 108,000 circulation would have 108,000 x 2.148 or 231,984 readers.

With an adult population of 289,400, the rating would be 231,984 ÷ 289,400 or 80.2, which indicates a very popular newspaper, indded.

Friday, September 24, 1999 #2821
What's a good benchmark for FSI (free standing insert) CPMs? I'm considering placement with a company that offers national coverage (three zones: east, central, west) in a variety of well-established newspapers.

The Media Guru Answers(Saturday, September 25, 1999 ):
Pricing varies by specification. The best way to benchmark is to get competitive pricing. Try NewsAmerica

Wednesday, September 15, 1999 #2801
What are the current trends in marketing newspapers to thge college market?

The Media Guru Answers(Sunday, September 19, 1999 ):
If you mean marketing metropolitan newspapers to college students, the The newspaper Advertising Association may have some insights.

If you mean marketing campus newspapers, the Guru doubts there are many uniform trends.

Tuesday, September 14, 1999 #2797
I am looking for software that figures "reach and frequency" for newspaper media plans. Do you know of any and if so, which has the most current, up-to-date data?

The Media Guru Answers(Tuesday, September 14, 1999 ):
AMIC's sister company, Telmar is one that offers newspaper plannning software. You might check with The newspaper Advertising Association for recommendations.

Tuesday, September 14, 1999 #2794
Dear Guru, I want to know the list of Publication in Bangladesh. This for a 5 star hotel client who wants to tap the affluent people in Bangladesh. Judgementally, he should go for Dhaka city only, but I have no clue about the newspapers to cater to this segment. So, can you help. I need it quite urgently. In fact, he wants to attract them in the forthcoming festive season. Thanks Indranil Datta

The Media Guru Answers(Tuesday, September 14, 1999 ):
Try the Asian edition of International Media Guide.

Wednesday, August 25, 1999 #2743
What response should I expect from traditional advertising (TV and newspapers)for my website? I am most interested in trying to anticipate how much new traffic will come to my site and what effect "branding" will have on my historical click thru.

The Media Guru Answers(Saturday, August 28, 1999 ):
The Guru has seen only a little research on this. One article appeared in the March/April 1997 issue of the Journal Of Advertising Research.

There is also a Cahner's Business Information study, What Drives Traffic to A Web Site?

Saturday, August 21, 1999 #2733
Dear Guru. I'm interested in attention Rate in Print Media. (Example effect of size,color,placement in newspaper) Can you give me any data? In addition, How do you measure and analysis of attention Rate?

The Media Guru Answers(Saturday, August 21, 1999 ):
The classic measurments in this area come from Starch.

Attantion rate can be used to index values of different ads units or publications. These indices can be applied to cpms or audiences to reevaluate media plans.

Thursday, August 12, 1999 #2708
Can you give me any data or modus operandi for forcasting the response to a redemption (price off) offer through Magazines or Dailies. For a category like say Ice creams or Personal care products

The Media Guru Answers(Friday, August 13, 1999 ):
1-3% is the range the Guru has seen, but not specifically related to the categories you cite.

The The newspaper Advertising Association or Magazine Publishers of America may have some data.

Monday, August 02, 1999 #2682
what is considered the effective number of insertions over a year in 1.) daily newspapers, 2.) monthly magazines, 3.) bi-monthly magazines, 4.) weekly magazines. My client's campaign is business to business. We buy print such as WSJ, Forbes, etc and trade print. I can answer this on a common sense basis, keeping in mind the 3+ effective frequency theory, but is there research on what levels are most effective/optimal?

The Media Guru Answers(Friday, August 06, 1999 ):
First, review adjacent Query #2693 for comment on setting effective frequency.

Traditional planning has various theories about minimum levels in print media. It used to be common to set a minimum of one issue out of four in publications with frequencies ranging from weekly to monthly. Weekly frequency was more the norm in newspapers.

But this all has to be taken in a context of

  • whether print is the only medium
  • whether print is the primary or secondary medium
  • How deep is the print list

Effective 4 week frequencies above 3 are difficult to acheive in the print media you list; effective reach like this is more the province of broadcast, while print is more often aimed at depth of message.

For research on print reach / frequency and effectiveness try Newsweek Media Research Index and the Advertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.

Friday, July 30, 1999 #2674
When comparing the impact of differenct media I have often used the base-line of a 30 second TV spot having the equivalent impact or weight as a 1/4 page newspaper ad or a full page magazine ad. Are there any comparable measures for Radio and Outdoor?

The Media Guru Answers(Saturday, July 31, 1999 ):
Quarter-page newspaer seems small to compare to :30s or magazine pages, but the kind of data you want could be found at The Radio Advertising Bureau (RAB) or OAAA.

Thursday, July 29, 1999 #2670
I am planning on an account that is promoting India as a destination in the US, UK and Germany. While the primary target audience are the people who would like to live within the comfort of 5 star/4 star luxury hotels while touring India, the secondary target group would be the travel and tour operators in those countries. I would appreciate any online and updated info regarding media (magazines, newspapers, TV channels)which can help me select the media vehicles for these markets. Any other info or suggestions that could help media strategy and planning would be a big help.

The Media Guru Answers(Saturday, July 31, 1999 ):
Audience measurements by services like Simmons , MRI and The Mendelsohn Media Research Affluent Study have their parallels in UK and Germany. These data are sold for profit, but you can typically find magazines who have purchaed the data and are willing to do analyses comparing theselves to their competitors. Standard Rate and Data Service (SRDS) in the US, and International Media Guide in Europe list magazines by category.

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

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

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

Thursday, July 22, 1999 #2654
Other than from the NAA, are there any independent studies that measure ad noticeability or recall by ad size in newspapers.

The Media Guru Answers(Wednesday, July 28, 1999 ):
Individual newspapers may have their own studies. When advertisers do them, they are generally not published. The best collection of published studies is the Advertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.

Tuesday, July 13, 1999 #2627
How well are the newspaper advertisements remembered by readers vs. radio or television?

The Media Guru Answers(Wednesday, July 14, 1999 ):
Other than the usual general research repositories the Guru often mentions, the The newspaper Advertising Association would have the best information.

Monday, July 12, 1999 #2624
I own and run a small podiatrist clinic. I have a modest advertising budget of $3000-5000 a quarter. I have placed ads in free local newspapers, but my best returns are from referrals and from my ad in Yellow Pages. May be I am doing something wrong. What strategy would you suggest to increase the effectiveness of my advertising?

The Media Guru Answers(Monday, July 12, 1999 ):
Keeping in mind that the Guru gives media advice, the first thing that occurs to the Guru is that location is likely the first consideration of anyone choosing a podiatrist from an ad. So keep your ad placements nearby. Many areas have more than one "Yellow Pages," a neighborhood one and a city or county one. At each geographic level ther may be one from the regional Bell operating company, another from a national publisher like Yellow Book and in some areas Hispanic Yellow pages, women's yellow pages, etc. Cover all the bases.

Free papers are often considered less effective in certain advertising categories, and medicine may be one. Try an ad in the daily paid paper.

Thursday, July 08, 1999 #2615
If a client gives me an advertising budget of $500,000, what percentage should be allocated to the following: research, strategy, design, and media placement? Thank you.

The Media Guru Answers(Thursday, July 08, 1999 ):
Keep in mind that the media amount is the money that works to communicate your message.

Research: Do you need research? Do you have issues that must be explored? Allocating research funds without having specific research issues is wasteful. If you have research issues, they will tell you how to budget? Do you need to ask a couple af basic quantitiative questions in a national telephone omnibus for under $5000, or do you need to do a dozen focus groups for $50,000?

Strategy and creative development also varies. At $500,000 you probably aren't doing television. Radio can be very inexpensive to produce, as can newspaper. Full color magazine can be more.

If you think that all this amounts to a lot of words which really amount to "It depends," you're correct.

Monday, July 05, 1999 #2606
Would it make sense to place the same ad in several competing local newspapers reaching the same target audience?

The Media Guru Answers(Monday, July 05, 1999 ):
Yes, if your goal is to maximize reach within that target, and depending upon the duplication among the papers.

Saturday, July 03, 1999 #2603
I am writing a paper and need to know the annual amount spent on :couponing both magazines and newspapers and total amount spent on product sampling broken down by in store and out of store expenditure. Is it increasing or decreasing and what studies can I reference to attribute this? Thanks

The Media Guru Answers(Saturday, July 03, 1999 ):
The Guru doubts there are any real measurements. There may be estimates available from resources such as Ad Age or PROMO Magazine or effectiveness studies in the archive at the Advertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.

Friday, June 25, 1999 #2593
What minimal circulation a free ethnic community newspaper should have to attract an ad agency's attention? For instance, there are 4 newspapers with a circulation of 5 000 each, serving a 50 000 people community in a 3 000 000 city. Would a combined space sale proposal in all four newspapers be of interest to an ad agency?

The Media Guru Answers(Friday, June 25, 1999 ):
If the agency cares about reaching the specific ethnic group and the newspaper is one of the largest media reaching that group, the agency will care about the newspaper, whether its circulation is 5,000 or 25,000. If the newspaper is offering 5,000 circulation when other newspapers offer 25,000 or other media like tv or radio have far greater audience, then you have an uphill battle.

And if the ethnic group is very small and the newspaper is also very small, the agency may not care anyway, unless your reader can be presented as a highly desirable prospect for the agency's advertisers. And finally, free distribution just makes things harder. But in many cases such papers are very successful. The Hispanic newspapers of Essex and Hudson counties in New Jersey are an enlightening study.

Monday, June 21, 1999 #2588
Are there any specialised (market) research reports on Classified Advertising, both on paper and online?

The Media Guru Answers(Friday, June 25, 1999 ):
The most likley place would be The newspaper Advertising Association. But there is sure to be material in the Advertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.

Friday, June 11, 1999 #2570
how do you figure out net impressions for newspaper. also, how do you show that you are delivering proportionate impressions to the populations of the different markets? would you show the population as a % of impressions? thanks

The Media Guru Answers(Tuesday, June 15, 1999 ):
If you mean "net" literally, this is the reach of your plan expressed in numbers of consumers instead of percent. There are various newspaper reach methodologies. If you mean total impressions, newspapers you are buying should have detailed audience data, from resources such as Scarborough.

If by "proportionate" you mean to deliver impression in the same distibution of age and gender as the population, one wouldn't expect to deliver impressions proportionate to the market: different population segments have greatly different newspaper reading habits.

If you mean the total impressions distribution across a market list should parallel the population distribution between markets, then simply calculate the market-by-market population percent distribution and buy newspaper schedules to that proportion.

For information about newspaper planning and research tools, visit the newspaper media software page of AMIC's sister company, Telmar or for readers-per-copy averages and other research sources, see the The newspaper Advertising Association site.

Friday, June 04, 1999 #2557
Guru - What percentage of the US Population watches TV in the average week? How much time do they spend watching? How about magazines? newspaper? Thanks! This question seemed simple, but I can't find the answers anywhere.

The Media Guru Answers(Saturday, June 05, 1999 ):
MRI and Simmons are sources of a lot of these data, but you will find all of your questions answered between AMIC's Ad Data area and the The Radio Advertising Bureau (RAB)'s Media Facts area.

Thursday, June 03, 1999 #2556
in newspaper terminology, what is the meaning of an agate line?

The Media Guru Answers(Thursday, June 03, 1999 ):
An agate line is the standard line size used in measuring ads and pages. newspapers describe a page in agate lines of depth and inches of width. There are 14 agate lines per inch of depth. A one-column-inch ad is one column wide by one inch (14 lines) deep. Any reference to "lines" means agate lines.

If a newspaper describes their page as 21 inches deep and six columns wide, then a page is made up of 1764 lines
(21 x 14 x 6).

Wednesday, June 02, 1999 #2555
I am attempting to establish an equitable % of target penetration for newspaper, for a group of retailers. Any advice on an acceptable % of penetration%

The Media Guru Answers(Saturday, June 05, 1999 ):
The Guru isn't clear on what you mean by "equitable," but it used to be standard to buy to 60% coverage. The real issue is that "X%" coverage will deliver "Y%" reach for a given insertion frequency.

Wednesday, June 02, 1999 #2552
dear guru, are there any sites that could give me info on retail advtg esp where newspapers are involved? i have visited NAA already. also could you give me the URLs of ceratin successful online newspapers ie papers which have their own sites apart from being in print.

The Media Guru Answers(Saturday, June 05, 1999 ):
MediaPassage has some very useful tools for newspaper planning.

The classic example of great newspaper sites is The San Jose Mercury. NY Times On-line is another. But these days, just abnout every major newspaper has a good site. In the Guru's thinking, the big distinctions are in how easily a vistor can access the paper's archives.

Tuesday, June 01, 1999 #2549
what is the meaning of ROP in the context of a newspaper? also please tell me whether newspapers by themselves offer free standing colour inserts and if they do how exactly is it done i mean do they do it region wise etc?

The Media Guru Answers(Tuesday, June 01, 1999 ):
ROP means "run of press" and refers to ads ordered to be positioned anywhere in the normal pages of a newspaper.

newspapers will individually run free standing inserts, usually on the basis that the advertiser prints them and supplies them to the newpaper according to certain production and delivery specifications ("preprint').

The advertiser can usually specify the portion of circulation to carry the insert by zone or even within a set radius of a retail location.

Saturday, May 29, 1999 #2543
dear guru, i have a few qs regarding print advertising what is the meaning of the term 'far forward positioning'? the fps or the front page solus position of a newspaper is supposed to have very high OTS, is there some solid research evidence backing this claim? like the fps are there any other postions in newspapers that pull best? if there are once again what evidence is there in this regard?

The Media Guru Answers(Saturday, May 29, 1999 ):
Far forward positioning very simply means a postion in the first few pages of the issue, at least first third. It is assumed there is a better chance of exposure in these pages. It's a common U.S. usage, but the Guru is concerned about semantics, since you are writing from India and most of the terms you are using appear to be U.K. media jargon.

Covers, opposite back cover, opposite table of contents and opposite first editorial feature, are all considered good magazine positions.

In newspapers, section front pages and section back pages are considered valuable. For research, visit The newspaper Advertising Association and Newsweek Media Research Index or their equvalents in India.

Friday, May 28, 1999 #2541
Greetings, Guru. An advertising agency is interested in buying space in our magazine, but says it will depend on our "microzoning". What is "microzoning"?

The Media Guru Answers(Saturday, May 29, 1999 ):
This seems to be the term more familiar with newspspers, referring to selling a portion of the circulation in a very small or on an otherwise very selective basis.

Visit the The newspaper Advertising Association site.

Thursday, May 27, 1999 #2536
dear guru, i am working for a newspaper and am in charge of a supplement targeted at women. it is a newly started supplement and thence we are in the process of approaching advertisers. the point is that although the cpt for this supplement is very high it offers advertorials and other such options. what are the specific benefits that tailored editorials can offer the advertiser. please give me certain points that i can present to the client.

The Media Guru Answers(Thursday, May 27, 1999 ):
The key advantages of advertorials are the implied endorsement of the product by the publication and the appearent authoritativeness of the publication in the product category.

Thursday, May 20, 1999 #2520
Which are the main criterias to evaluate the impact of newspaper ads? We are suggesting to have different sizes and positions (all at the same cost), but we don't know exactly how to measure their impact. I remember that there is a study about the visual process of the eye when reading. That study includes informtation about the parts of the page that are the most visual. Thanks in advance.

The Media Guru Answers(Sunday, May 23, 1999 ):
Ad impact is typically measured in terms of recall, awareness, and sales results. Awareness and sales are usually measured by custom studies of awareness and panel or scanner studies of sales. Starch is well known for recall studies of print.

Tuesday, May 04, 1999 #2488
I am trying to reach college students (at schools with enrollments of at least 15,000 to 20,000 students) via local cable television. How can I find out which campuses are wired for cable tv, and if they are, how may students subscribe? I am talking about students on campus in dorms, and i am primarily interested in colleges located in DMA outside of the top 25.

The Media Guru Answers(Tuesday, May 04, 1999 ):
Contact a cable sales rep, like National Cable Communications. They should be able to tell you which colleges are covered by cable systems.

Matching this list to colleges ranked by enrollment will probably be left up to you.

The Guru offers the following observations:

  • It doesn't seem likely that cable systems will allow you to direct commercials only to students or dorms. There will probably be much more waste coverage than if you bought campus newspapers, radio or wallboards.
  • The Guru doubts there will be records of student "subscribers." It is probably most common that the school wires a dorm for cable and students with TVs connect to the cable wiring in their room at will.

Tuesday, April 27, 1999 #2474
I am new to the newspaper world and need some help. I have my cost per inch and my circulation. I need to compare CPM newspapere to radio and tv. I have my radio and tv cpm but not sure what to use on newspaper my audience is a 25-54 and i buy 28" ads... is their a quick way to convert circulation to audience and do I use cost per inch or cost per 28"... My tv cpm is around $15.00 and my radio is around $8.00 any help would be appreciated.....

The Media Guru Answers(Tuesday, April 27, 1999 ):
Compare the cpm of the ad you would use, if you are using a tv :30 then compare the cpm for a 30 second unit with your 28" newspaper cpm.

Circulation does not "convert" to audience. Each newspaper, theoretically, has a different audience in relation to its circulation. But, in reality, the differences have a fairly narrow range and you can use average readership figures from The newspaper Advertising Association site.

Tuesday, April 27, 1999 #2473
To what source should I go to find the circulation history (year-by-year for the last 10 to 20 years) for major metropolitian daily newspapers?

The Media Guru Answers(Tuesday, April 27, 1999 ):
Go to Audit Bureau of Circulation

Wednesday, April 14, 1999 #2446
Can you provide a list of newspapers and magazines that are for the St. Louis,MO market?

The Media Guru Answers(Wednesday, April 14, 1999 ):
MediaPassage is a good site for this sort of information. Standard Rate and Data Service (SRDS) publications are the standard sources.

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.

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!

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

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

Tuesday, February 16, 1999 #2337
I have specialised in Account Management.But have got a job with Business Standard(newspaper in India).What media fundamentals do you think are important for me to learn before i join the firm in their 'Special Projects Marketing Department'

The Media Guru Answers(Tuesday, February 16, 1999 ):
It's a bit difficult to judge without knowing your job responsibilities, but basically. . .

Learn all media terms relevant to print sales, e.g.

  • circulation
  • reach
  • coverage
  • composition
  • cpm
  • duplication
  • etc.
Learn the meanings and the application of the concepts.

Thursday, February 04, 1999 #2308
dear guru, i've been trying to find information on the brand management of newspapers & media vehicles. let me make it a little clear, nytimes, iht, wsj all fo them advertise at a huge opportunity cost in their own media vehicles. why do they do it and what kind of returns do they expect?

The Media Guru Answers(Friday, February 05, 1999 ):
The Guru believes you may be misinterpreting. These newspapers probably would not place the ads you see if there were real out of pocket cost. The ads ar most likley used a filler material to make the best use of odd bits of unsold space unused by editorial material.

Of course, there will be some planned campaign advertising to convert occasional newsstand purchasers to subscribers or to sell added merchandise from the same publisher such as books or other periodicals.

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.

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.

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)

Friday, December 11, 1998 #2217
Which would be the tips for a better media sales for a newspaper?

The Media Guru Answers(Friday, December 11, 1998 ):
Try your question on the newspaper-research discussion list,

Friday, December 11, 1998 #2216
Dear guru- we are trying to figure out how to combine impressions for radio and newspaper across 18 markets. should we combine each market separately? or should we combine all markets for each media vehicle? what is the best way to do this? thanks

The Media Guru Answers(Friday, December 11, 1998 ):
It depends on what use you want to make of the data. Impressions may be added across media and across markets.

The tricks come when you want to turn them into GRPs. Then you must compare impressions against the population for the relevant geography to get GRPs for that geography.

Monday, November 30, 1998 #2181
Can you tell me the origins of media planning in the UK? i.e How and when it began, who instigated it etc.? Many thanks in advance

The Media Guru Answers(Monday, November 30, 1998 ):
Surely the answer is lost to antiquity. Media planning is not an invention it's a process which has been somewhat formalized.

Advertising in the media, (i.e. newspapers) has existed for hundreds of years. At some early time in this history, no doubt as soon as there was more than one medium to consider, advertising agents began to think that deciding on ad placement was a process worthy of some time. As choices expanded and agencies grew, specialists in this field arose.

Friday, November 20, 1998 #2165
I have to do a media plan for a gourmet mustadrd of the New England poblation with $20,000. What should I do?

The Media Guru Answers(Friday, November 20, 1998 ):
New England has a population of over 13 million and is made up of 9 media markets, including the very large Boston and Hartford / New Haven. The Prime Time spot TV cost per point for Boston alone is in the range of $1000.

Even small space newspaper or late night tv ads across the area will cost a few hundred dollars each in the larger markets.

The budget does not seem realistic for anything you could call a campaign.

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.

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.

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

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.

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

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


  • 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 #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

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?


  • 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.

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


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

subscribe newspaper-research to

Wednesday, August 05, 1998 #1992
If an agency buys newspaper through a national rep firm, how do they (the rep firm) get compensated?

The Media Guru Answers(Thursday, August 06, 1998 ):
Commission. Probably 15-20% of the "net".

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.

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 with a message that says only:

Subscribe newspaper-Research

Thursday, July 16, 1998 #1955
Our agency has recently acquired a direct response account. We are wanting to test in two markets. The markets are Columbus, Ohio and Louisville, Ky. My question, are these considered good test markets? The product that we will be marketing is a Gun Safe. The price point is $199. If these are not good test market, what determines a good test market? Next question, what do you know about per inquiry? Is this something that I should consider for my Gun Safe client or am I better off running DR?

The Media Guru Answers(Thursday, July 16, 1998 ):
1) The usual considerations in choosing test markets include:
  • Population ; neither the very largest nor very smallest are usually appropriate. Often, top 10 or 20 and bottom 10 or 20 are eliminated
  • Demographic mix Is the proportion of your target -- age/gender/race/education/income/etc. -- typical of your overall geographic target area?
  • Media Are the available media representative of your eventual roll out media? If you plan to do national advertising in magazines, it is best (ideally) that the test market allows you to buy local editions of the same titles.

    Are the relative strengths of the media representative?

    Does cable compete with broadcast in a typical way? Is the newspaper coverage typical?

Should these factors be compared to national or a smaller eventual total target region? One might expect that a gun related product is more likely to experience success in certain parts of the country where multiple gun ownership is the norm and less likely in some other areas.

2) Per inquiry is a great approach for the underfunded advertiser. But, PI will generally cost up to 50% of revenue. "Per Inquiry" means you pay -- often 25-35% of product price -- for every inquiry, not just every order, that comes in. With ad funds available, the marketing costs ought to wotk out to be far lower per dollar of revenue.

Relatively few "good" media are available for PI. I.e. if the media can be sold for real money, it won't be sold on the speculative basis of PI.

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.

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.

Friday, June 26, 1998 #1926
My client, advertising in the southeastern United States, would like to see a cost efficiency index for the different media in our plan. Spot television, spot cable, spot radio and local newspaper are currently being considered. Our target audience description includes household income and job title. We do not subscribe to local syndicated research such as Scarborough or Media Audit. Is it possible to provide such an index without this research? If so, how?

The Media Guru Answers(Friday, June 26, 1998 ):
Among the media you are considering, some will have the data you need and will probably be happy not only to supply it but to do much of the analysis you need.

Thursday, June 25, 1998 #1921
What is your opinion regarding the future trend of local content sites (sites that specifically target the local community)? Is there a potential market for this area? If so, will large companies advertise on such sites given the fact that traffic will be less? Also, can you recommend an approach to acquiring sponsorships for such a site? Are there any specific criteria that media buyers look for in local content sites?

The Media Guru Answers(Friday, June 26, 1998 ):
Major markets, like New York, LA, etc., can surely amass enough audience to support a local content site. Such sites also exist for smaller markets, such as Charleston, SC. Often local content sites are maintained by newspapers wich are concerned about losing local advertisng revenue to the net.

Logically, media buyers will consider local content sites when selecting on behalf of a locally oriented advertiser, i.e. one who particularly wants visitors from a particular location or those who have an interest in a locale. Under these circumstances, fewer visitors who are more likely to be prime prospects for specific retailers, travel options, local festivals or entertainment are more valuable.

Wednesday, June 24, 1998 #1920
Who, if any companies are selling several mediums (such as radio, tv, newspaper, billboard, direct mail, etc. as one big package to advertisers/agencies?

The Media Guru Answers(Friday, June 26, 1998 ):
The Guru does not believe there are any such companies. True giants like Time-Warner or Disney ABC may own properties across such a broad spectrum, but aren't selling such complex packages, as far as the Guru is aware.

Thursday, June 11, 1998 #1895
A] How can a newspaper and a magazine be analysed for their advertising effectiveness on parameters such as 1. Reproduction quality 2. Clutter level 3. Editorial content B] Suppose 20 magazines and newspapers are being analysed, can each one be rated according to the above parameters? c] What is the method of rating these publications?

The Media Guru Answers(Thursday, June 25, 1998 ):
Any analysis of advertising effectiveness against such standards has two elements
  • an effectiveness measure and
  • a quantification of the standard

Sales tracking, purchase intent research or recall studies might be appropriate as the effectiveness measure.

As to the parameters of the media, you would probably want to develop your own scales of judgement as objectively as possible. For example, if you rate reproduction quality on a scale of 1 to 10, and compare the ratings for ads of several campaigns to their scores on your effectiveness scale, perhaps using a regression analysis in a spreadsheet program, you can see the correlation of the variables.

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

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

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

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

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

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

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

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

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

Wednesday, 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.

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

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

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

Monday, March 09, 1998 #1522
How do you delicately tell the client that newspaper doesn't deliver Gross Rating Points?

The Media Guru Answers(Monday, March 09, 1998 ):
The Guru doesn't understand. Do you mean

*newspaper isn't measured in Gross Rating Points?


*Newpaper isn't a good way to deliver Gross Rating points?

In either of these cases you'd be wrong to tell it to the client.


*Any medium with a measured audience can be reported in Gross Rating Points. Divide the audience (households, people, etc) by the population in the same category for the geography in question: Metro Area, DMA, City, etc. This calculation will give the "rating" of a single issue or the Gross Rating Points of a campaign.

In newspaper measurement, "Coverage" is the term usually used in place of Household rating


In some market/demographic situations, the leading newspaper might have a little as a 10 rating. But it is not uncommon to find major market newspapers with a 50 or 60 Metro coverage (or household rating).

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.

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


or the Mediaplanning discussion list

To subscribe to this list, send e-mail to: LISTSERV@AMIC.COM
with a message that says:

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

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

Thursday, January 15, 1998 #1487
Can you explain what "mapping software" is? And, do you know about a software package called "Clarisoft" or something like that?

The Media Guru Answers(Thursday, January 15, 1998 ):
There are probably several meanings of the term, created by different software makers.

In a media context, the term usually refers to software which can draw a map colored or shaded to reflect demographic, media or product usage behavior.

For example a DMA may be drawn, and colored to indicate which zip codes have the highest circulation of the local newspaper, a national magazine, or TV show audience. It is common to separate zips or other sub areas into quintiles or tertiles, etc.

The entire US may be drawn to show sales levels of a product or BDI by DMA.

A three mile trading circle around a store location can be created to show media income of census tracts, for planning the distribution of a circular.

Claritas PRIZM, Donnelly's Cluster Plus, and other segmentation systems are typically used to analyze or model the data. There has been considerable consolidation of software vendors in this field in the last few years. Compass, Conquest, and Strategic Mapping have all folded into Compass.

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

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.

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.

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 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

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:


Softbank and


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 #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.

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,

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 . 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 . The message should have no subject and a body saying only

"SUBSCRIBE Mediaplanning"

again, don't type the quotes.

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.

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

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.

Wednesday, June 04, 1997 #1360
Do you know where I can find any information on newspaper readership by day of week? I *know* that the newspapers and their associations know, but they don't seem to want media planners to know!

The Media Guru Answers(Thursday, June 05, 1997 ):
Of course ABC doesn't audit by day of the week, but as you surmise, the papers must know the daily variations. The Guru suggests you begin by discussing a "pre-print insert" with the newspapers.

To allow you to plan quantities and assess production costs, they would have to discuss with you circulation by day of the week.

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 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.

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, 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.

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.

Wednesday, February 12, 1997 #1048
In South Africa there is a big debate about whether to publish"nonracial" newspapers or seek "ethnic" readerships (ie black, coloured, white). Thisobvioiusly has implications for marketing. What are your comments?

The Media Guru Answers(Wednesday, February 12, 1997 ):
In the US, the major newspapers in heavily ethnic markets often do better with the ethnic communities (African American and Hispanic, at least) than do the specialized papers. The Guru's hypothesis is that the general papers' coverage of everyday news and advertising appeals to more of these market segments.

A specialized ethnic newspaper has to be a general resource as well as a special service to dominate its audience's media consumption.

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

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

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."

Tim Fisher, President
2665 Villa Creek #208
Dallas, TX 75234-7309
Phone: 800-810-2025
Fax: 214-243-6310

Thursday, December 19, 1996 #1089
Dear Guru...I am in the process of starting a retail mail order business..I am literally starting on a shoestring ...I was wondering what advice you could give as far as the most effective media for the money and any general media advice as well. Thanks..

The Media Guru Answers(Saturday, December 21, 1996 ):
How much money? In given circumstances, radio, outdoor, direct mail, newspaper or TV might be the most productive use of money. It depends on total budget, what geography one needs to cover and what sort of message needs to be conveyed

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, 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.

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 13, 1996 #1127

The Media Guru Answers(Sunday, October 13, 1996 ):
Teleseker has a multi=media study (including newspapers, magazines,radio and TV) for the Israeli market. They are also the represetnativeof Telaar (the parent of AMIC) for Isreal and can provide Telmarsoftware along with their study. They can be contacted at:

Teleseker Ltd.
The Twin Towers
33 Jabotinsky St.
Ramat Gan 52511
Tel: (3) 613-0333
Tel: (3) 613-0341

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?

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.

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.

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; 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.

Tuesday, July 23, 1996 #1176
My telecommunications client is planning a multimedia (TV, newspaper, radio) launch in Chicago this fall, hoping the phone will ring off the hook. Is there a way to predict response levels per medium (or in total?) for the client to effectively staff its phone lines? I have total population, target population, reach & frequency levels (for TV - a 6 week flight; for radio a different 6 week flight; print used in both flights). The kicker is: this is not a direct - response spot (of course, an 800# will be included, but generally, it's an image builder). I also know that it will depend greatly on many things creatively (length of time the 800# is on the screen, is it a pnemonic number, is there an offer, etc). I'm thinking if there is an easy answer to this, I wouldn't have a job.

The Media Guru Answers(Wednesday, July 24, 1996 ):
The safe answer is to contract an "inbound telemarketing"service which is large enough to expand or contract around your actual traffic. Depending on the offer and strength of copy, calls could equal .01% to 5.0% or more of persons reached. Using a service the first time out, especially if you're not specifically setting up a DR business, will give you benchmarks for the future.

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

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 ........ primary 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.

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.

Tuesday, May 14, 1996 #1219
Do newspapers ever publish cir. figures by section? If no, why?

The Media Guru Answers(Wednesday, May 15, 1996 ):
No, because sections do not usually "circulate" separately form one another. There are readership indices for various sections that are often available.

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 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 for further information about Telmar's 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.

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


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 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.

Thursday, February 01, 1996 #1769
My company is looking to market an advertising medium to national/international companies looking to reach the teen market. My questions: (1) Is the teen market generally considered "difficult to reach"?, and (2) Is there a "rule of thumb" ratio of advertising expenditures to gross sales? (i.e. advertising budget is 6%-9% of gross sales)

The Media Guru Answers(Friday, February 02, 1996 ):
Question 1. The teen demographic group is one of the harder ones to reach cost-efficiently. This is largely due to the fact that this group is really many groups, with a wide range of interests and lifestyles.

The broader media types, television and newspaper, are very poorly suited to reaching this target group. Radio and select cable television networks are far more likely to be successful and affordable.

There are some magazines which can be very useful, especially niche targeted publications rather than broad books like Time, Newsweek or TV Guide. Many teens strongly identify with their interest in music, sports, cars, motorcycles or lifestyles. Therefore titles such as Spin, Skiing, Hot Rod, Cycle World or Seventeen can and often are very successful as advertising vehicles.

Remember, this is a very unique and complicated set of groups rather than a single homogeneous group.

Question 2. The development of an adequate advertising budget linked to a sales ratio is very hard to accomplish. For example, companies at an early stage of development may have its lowest sales when it has its highest need for advertising support to build sales. At this earliest stage of development, an advertising to sales ratio could be as high as 15%-20%. Later on, when the company has matured and sales are robust 3%-5% may very well be adequate to the task.

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.

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.

Tuesday, August 29, 1995 #1844
Advertising merchandising. Do you know of a list/source of examples of good merchandising ideas from either publications or other mediums? What merchandising is? What is good merchandising? What to expect? What can and can't do...

The Media Guru Answers(Tuesday, August 29, 1995 ):
Merchandising is the enhancement of a media purchase through the media seller's supplying of addditional marketing support.

This may take forms as varied as running contests with the advertiser as "sponsor" or using the advertiser's product as prizes in bigger contests, helping to secure trade distribution, sampling programs, salesman's incentives, media logo merchandise (the classic station t-shirt) in-store remotes or just additional free advertising.

Anything extra the medium does for the advertiser in consideration of a purchase is merchandising.

Good merchandising is created in response to specific advertiser needs. What are the marketing goals.

For example if product sampling is a goal, a radio station may have an event every week (WXXX nite at ____Dance club) that could distribute 1000 samples to members of the target.

National Media can do the same thing in a bigger way with mall tours. As a general rule, the smaller players in more competitive situations have the more creative merchandising (I don't have an audience but I can put your Logo on the front of my booth at the Annual County Fair, 100,000 in attendance).

Any radio station's promotion director should have a 3 inch looseleaf binder of the past year's merchandising events. The binder will probably be thicker for stations in markets below the top 50, Spanish Stations, small market newspapers, etc.