The authors recently analyzed the audience delivery and efficiency patterns of selected schedules for three different client planning scenarios. This analysis was undertaken in order to identify which of three analytical approaches would deliver the most efficient and effective results for print advertising under different marketing conditions. This paper briefly outlines the strategic and client accountability changes that are driving the marketplace today. It then highlights the planning results from both initial and improved media schedules and provides our observations on what the publishing and media planning communities should strive for business-wise as we move further into the marketing mix-multimedia optimization era.
This paper summarises the recent UK readership accumulation study conducted by NOP on behalf of NRS Ltd. Given the increase in time-based press planning, there has been an increasing demand for up-to-date information on the rate at which average issue readership accumulates. That demand has now been met in the United Kingdom by NRS Ltd and, prior to that in the United States, by a MRI study conducted in the late 1990s. This paper outlines the methodology employed and the modeling work that was undertaken to generate UK accumulation curves. The rates of accumulation are illustrated for each of the major UK newspaper and magazine genres and the results contrasted with those emerging from the US study. We believe that the findings from the UK and US studies will contribute significantly to the worldwide debate on readership accumulation issues.