This paper describes the analysis and interpretation of the results from about 500,000 mixed television-print schedules. The data were obtained by a fusion between the people meter panel and a consumer multi-media/product usage survey in Brazil. With this large body of data, the authors characterized the unique, exclusive contribution of magazines to the reach/coverage of mixed television/print schedules.
This paper describes the Print Optimization Monitor (POM), a research tool designed to not only measure the affinity of certain target groups to individual magazines, but also those contents with an above average or below average opportunity of attracting attention within the magazines. Stating the obvious is that magazines and newspapers are mainly bought or subscribed to on account of their editorial contents. Therefore the editorial contents are in the focus of this new research tool, not the 'advertisement exposure probability'.
With increasingly more media choices, each capturing less time with over-solicited consumers, attention is the new benchmark in advertising. It is no longer enough to reach prospective consumers; advertising must emotionally connect with them. The more deeply a magazine connects with its readers, the better job advertising can do within those pages. With fewer dollars to go around, it is essential to shift from paying only for impressions to paying for true attention with readers. Advertisers and their agencies demand accountability quantitative evidence that their investments are effective. Audience cost-per-thousand (CPM), the current measure of advertising dollar value, cannot tell the entire story. Following the Audit Bureau of Circulation's decision to count all subscriptions regardless of price, there is increased need to provide evidence of a compelling connection between a magazine and its readers. This paper provides a practical, simple recommendation for an 'Involvement Index' measuring the emotional connection or involvement of a magazine with its readers.
The character of media research is undergoing substantial change. The development and maturation of innovative tools and techniques contribute to this change, as does the emergence of the Internet as an alternative media option. From the perspective of one media type, print, this work examines some of the implications of two of these tools and techniques, in particular multi-media reach/frequency optimization and data fusion. Further, the consequences for traditional print of the inclusion of Internet media vehicles in multi-media reach/frequency optimization are explored.
This paper describes the development by Initiative Media of Matrix, a new tool for optimizing multi-media campaigns. Based on a survey held in 12 countries amongst over 24,000 respondents, the main purpose of which was to establish the overlap in the use of different media. Reach and frequency for any combination of media can be calculated by combining these figures with regular media surveys. As media contacts may differ in value for delivering desired communication effects, different weighting methods are proposed. The first is based on the expert opinion of a large number of media specialists; the second is database oriented; and the third is based on econometric modelling of the multi-media mix. However, it appears most available tracking studies do not provide the data needed for proper modelling. Therefore an alternative layout is proposed for tracking studies.
There are two parts to this paper. The first part describes the authors' use of market datasets (currency or other), their objective in preserving them and the resulting (and different) approaches taken in the United Kingdom and United States. The second half of the paper offers insight into the benefits of a TV and Print fusion database and its likely impact on the future of media planning, particularly Print's role in mixed media campaigns.
Communication Management is the planning, implementation, control, evaluation and optimisation of marketing communication. It is often viewed by advertisers as vital for optimal results from their marketing communication efforts. This paper describes the kind of research and the tools that are needed for communication management. It shows how effects of a multimedia campaign are measured. In a case study it becomes clear in what ways print media add to the effects of a multi media campaign.
Many newspapers have a distinct and regular readership pattern across the days of the week, a function of general newspaper readership patterns and of differing editorial content. The current press readership model, based on 'average issue' measurement, does not adequately measure daily audience fluctuations. This paper addresses two issues: first the collection of the readership of daily newspapers and their supplements on a day-by-day basis; and secondly the use of that data to estimate schedule reach and frequency. The authors report how a 'bi-source' method of data collection was used in Sweden to estimate variations in daily readership levels and how the traditional binomial model used within the SESAME media analysis software was significantly modified to allow for conditional dependencies of reading a newspaper on successive days of the week and for the reading of the parent newspaper and its supplement.
A media plan that uses magazines for advertising and targets opinion leaders can make use of two levers which involve interpersonal communication: the first is quantitative because opinion leaders are over-exposed to magazines and have more contacts with their immediate circle than do non opinion leaders; the second is qualitative, because opinion leaders are more receptive to advertising messages, discuss them more easily and are more credible in the eyes of their audience than advertising copy due to the fact that they are perceived by their environment as having more expertise. After having measured and calibrated the leaders' segments in France in 27 categories of products and services, the authors intend to demonstrate that effective audiences, coverage rates and cost per thousand for opinion leaders are statistically different for magazines which aim at the same segment.
Knowledge Networks has tested a new approach to market research in the United States by using a random-digidial sample for panel recruitment and equipping panel households with a device connecting their television sets to the Internet. This approach was used to field five experimental magazine reading questionnaires to this panel. Overall, recent reading levels from the test closely reflected those of MRI. Estimates of subscription levels also came close to actual subscription levels. While there were differences between the experiment's recent reading data and MRIs that were related to the position, size, and clarity of the logos in the questionnaire, and differences by publication frequency, these can be addressed through adjustments to the questionnaire. There were also differences between the experiment's and MRI's estimates with respect to genre, but these differences suggest one of the possible advantages of self-administration of magazine audience surveys.
The newspaper industry has never informed advertisers of the number of persons that read a newspaper on one specific day. Subscription newspapers say that readership does not fluctuate significantly over time and readership does not fluctuate from one day to another. Media buyers, however, believe that reach does in fact fluctuate. They insist that newspapers provide information on the reach that newspapers deliver each day. The authors of this paper present a technique capable of measuring daily readership using SMS questions sent via mobile phone.