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Lawrence Federman to Telmar Asia Regional Manager

New York, NY, March 20, 2009/Telmar Group Inc. — To take charge of Telmar Asia’s
expanding customer base and country penetration and to manage the introduction of eTelmar
Web Based systems and services throughout Asia, Lawrence Federman has been reassigned to
this territory responsibility.

During Lawrence’s 17 years with Telmar, executive assignments have included: NY Sales
Service Executive, us West Coast Manager, Hong Kong Managing Director, Asian Regional
Manager, Netherlands Managing Director and most recently as Managing Director of Telmar
Latin America. Lawrence also serves as a senior member of Telmar’s General Operating
Committee and as a Member of the Board of Telmar Asia.

He started Telmar’s China operation in 1997 with the opening of the Hong Kong office and
spearheaded its expansion throughout Asia from Shanghai and Beijing to Thailand, Korea,
Indonesia, Japan and Australia. While leading Telmar Netherlands he was Regional Manager for
Telmar’s Central Eastern Europe which included Telmar Poland.

Lawrence also championed the Radio Development team leading to the release of Telmar’s first
global radio system, RadioMax.

Lawrence is a thoroughly trained media planning and research analytics software expert
and has helped Telmar introduce advanced data management tools for streamlining internal
development activities including survey mnemonics and coding techniques for trending. He also
introduced MultiBasing, Telmar’s patented data integration technique, into Asia producing the first
China Print TV Survey Integration in 1994.

With his return to the Asian Regional Management position he will be responsible for moving all
Asian clients to Telmar’s eTelmar Web Based services distribution platform and bringing the
latest developments in all media planning and revenue management services to the territory.

Lawrence will report directly to Telmar Group Chairman and CEO, Stanley P. Federman.

“With so much of the future growth of the media business coming from Asia, I have every
confidence that in Lawrence Federman’s assignment, Telmar is putting one of its best executive
talents in a position to maximize the company’s share of the Asian media intelligence
marketplace.” said Stan Federman.

Telmar Group Inc. is the world’s leading supplier of media software, revenue management
systems and research analytics and services to media and marketing professionals. Established
in 1968 Telmar was the world’s first media planning software company and remains a private,
independent company serving the media industry with data independence, professional
experience and leading edge technologies. For more information visit

Gerard van der Werf Appointed Regional Manager for Telmar Netherlands and Germany

The Netherlands, 15 June 2009, – Gerard van der Werf appointed Regional Manager for Telmar Peaktime B.V., headquartered in Amsterdam.

Gerard will report directly to Stanley Federman, Telmar Group Chairman & CEO and is responsible for Telmar Peaktime’s business operations including sales and marketing within the territory: The Netherlands and Germany.

Mr. Federman said of his appointment, “Having worked with Gerard over the past year and a half has afforded us an opportunity to get to know him and appreciate his business ethics. He is driven, motivated and has the enthusiasm to build relationships and market Telmar’s products and services putting Telmar’s valued clients and business associates in capable hands.”

Prior to joining Telmar as Business Director in November 2007, Gerard was with PointLogic in Rotterdam selling software solutions to TV Stations and Media Agencies in mainland Europe. Gerard has many years of experience in media research and broadcast.

Gerard was educated as an Economic Psychologist in Tilburg (Netherlands).

Telmar Peaktime B.V. fka, Telmar/Het Media Instituut BV, is a member of the Telmar Group of Companies. Telmar is the leading global supplier of media-planning software, revenue-management software and consulting services to the media industry. Telmar serves thousands of users throughout the world including the leading advertising agencies, advertisers, broadcasters, Internet providers, publishers, out-of-home operators and researchers from offices in London, Paris, New York, Chicago, Los Angeles, Toronto, Amsterdam, Warsaw, Hong Kong, Shanghai, Brisbane, Johannesburg and Cape Town. For further information see

Postar Signs with Telmar UK for New Out-of-Home Software

Postar appoints Telmar in move set to transform outdoor planning.

In a move that is set to transform the planning process for outdoor, Postar, the uk’s audience research body for out-of-home, has today awarded the contract for its planning systems to Telmar. The company was selected following a keenly fought competitive tender. Continue reading

Alliance Between Telmar & Mereo Makes Revenue Management Global

Media Owners in All Categories Will Be Able To Easily Predict and Maximize Revenue

NEW YORK and PARIS, FRANCE (March 30, 2010)Telmar, a global supplier of advertising media information software and services today announced an alliance with mereo, S.A.S, a leading provider in the field of revenue optimization and business intelligence. The alliance brings mereo’s unique revenue management optimization software and expertise in the Print, Broadcast and Outdoor categories to Telmar’s existing revenue management offerings. While mereo continues to market its Outdoor and Print solutions in France, together the two companies will offer revenue management to media owners of Outdoor, Radio, Print, TV and Internet around the globe. Continue reading

How to take full advantage of the current recession

In these tough economic times whatever marketing decisions you make, you need to make sure that they’re based on the best information available. This is where sound consumer and media research can point the way for you. Good quality, up to date data is essential – as is research and planning software that will help you analyse the data, understand it and apply it to the creation of advertising campaigns that will yield you recession-beating results.

It’s important to keep ahead of the game in a recession, especially in your advertising and promotional efforts.

As a first step, it’s critical to understand consumer spending. According to marketing doyen Philip Kotler, as household incomes fall during the course of a recession, consumers go through several stages of adjustment, namely: Denial, Cut & Trim, Anger, Despair and Resignation. By keeping close to your customers, you’ll be in tune with their current psychological state and in an excellent position to tailor your advertising initiatives accordingly.

Should you cut advertising spend?
Here we draw on the experience of Tony Hillier and Marilyn Baxter who studied the business performance of 1 000 companies. They concluded that:

“The natural reaction of many businesses experiencing a downturn in their revenue is to cut costs in areas like advertising and promotion. Our findings prove that they should do exactly the opposite if they are to ride out a recession and thrive thereafter.

“The data shows that businesses which increased marketing spend were not significantly less profitable during recession. However, their profits increased dramatically faster once recovery started – unlike cutters of marketing spend whose profitability actually fell when recovery began.

“Furthermore, businesses which increased marketing spend in recession, gained market share three times as fast as cutters once recovery began.”

Making the most of the downturn
Dr Simon Broadbent advocates “taking advantage of tough times to turn the screw on your rivals”. Budget slashing is no answer – even maintaining your level of spend can give you a major competitive advantage. During bad times you can enjoy greater relative share of voice.

Effective actions can be taken to develop new media and new messages, attuning them to your consumer’s state of mind. It can also be a time to move media money into more cost-effective channels, for example from television into radio.

Taking well-informed marketing decisions
This is even more critical in a recession like the one we’re experiencing now. The good news is that Telmar can help you with marketing, advertising, media and research interpretation and expertise – in all major markets across Africa and around the world.

Written by Sharon Penhallrick, Managing Director, Telmar SPC South Africa

The Usual Suspects – The Optimum TV Strategy and Planning Journey

With the television scene in South Africa changing rapidly and the industry experiencing difficulty in unpacking the implications, a SAARF industry TV Information Forum was held last week in Johannesburg to ensure that everyone is “on the same page” and understands the past, current and future methodology changes and the implications.

Telmar SPC was invited to talk on the importance of the media and planning process, and to review how we should go about media strategy and planning from the perspective of marketers, media owners, advertising agencies and media agencies. The presentation was well received by the industry and is summarised below.

Many of you will remember the 1995 movie, “The Usual Suspects”. It’s about five men who are hauled into the New York police station because a crime was committed and they are “the usual suspects”. No doubt you are asking yourself “What on earth has this got to do with media strategy and planning?”

The movie was hailed for its brilliance in leaving crucial questions unanswered, inspiring viewers to revisit it and try to connect the dots. The big question is “who’s the one controlling everything?” Overall, one is left with a strong sense of “all is not as it seems”.

In the same way, our ever evolving TV environment is so much more than it seems on the surface. The question is “What are we going to do about it? How should we approach our strategic thinking and media planning?”

Very basically, in this constantly changing and sensitive economic environment, we still need to follow our usual cyclic strategic process, as follows:

• Marketing and Advertising requirements
• Media Brief
• Media Strategy based on research and media insights
• Media Plan including sponsorship
• Local Implementation/buying, negotiations, monitoring of media plan
• Financial Management
• Media Review
• Evaluation of Results – reapply learnings

However, before coming up with solutions, we need to take into account the “usual technical suspects” which include:

• Working with Targets (Planning vs Marketing target markets)
• Universe, samples and weighting
• Timing /Seasonality (source periods, forecasting, down weighting)
• Objectives (Reach, Frequency, Ratings, ‘000, CPP, CPT)
• Implementing TV plans
• Delivery

The implications and how to manage these and ‘other technical suspects’ was discussed, illustrated with practical examples.

In conclusion, we are experiencing ongoing changes in our TV environment. There have been changes to methodologies which are making life very challenging for us and we need to accept that all is not as it seems. Our optimum TV strategy journey should be to follow our tried and tested strategic process, at the same time taking into account the usual technical suspects.

There are great lessons we can learn from “The Usual Suspects”. Watch the movie and you’ll see what we mean!

If you’d like us to share this important presentation with you, please contact Sharon or Lisa at Telmar on 011 804 4489, or or

Written by Sharon Penhallrick, Managing Director, Telmar SPC South Africa.

Vannevar Bush

Vannevar Bush (March 11, 1890 – June 28, 1974; pronounced /væˈniːvɑr/ van-NEE-var) was an American engineer and science administrator known for his work on analog computing, his political role in the development of the atomic bomb as a primary organizer of the Manhattan Project, and the idea of the memex, an adjustable microfilm-viewer which is somewhat analogous to the structure of the World Wide Web. As Director of the Office of Scientific Research and Development, Bush coordinated the activities of some six thousand leading American scientists in the application of science to warfare.[1]

Bush was a well-known policymaker and public intellectual during World War II and the ensuing Cold War [2], and was in effect the first presidential science advisor. Bush was a proponent of democratic technocracy and of the centrality of technological innovation and entrepreneurship for both economic and geopolitical security.

Seeing later developments in the Cold War arms race, Bush became troubled. “His vision of how technology could lead toward understanding and away from destruction was a primary inspiration for the postwar research that led to the development of New Media.” [1]

Jeremy Bentham

Jeremy Bentham (pronounced /ˈbɛnθəm/ or /ˈbɛntəm/; 15 February 1748 – 6 June 1832) was an English jurist, philosopher, and legal and social reformer. He became a leading theorist in Anglo-American philosophy of law, and a political radical whose ideas influenced the development of welfarism. He is best known for his advocacy of utilitarianism and animal rights,[1] and the idea of the panopticon.

His position included arguments in favour of individual and economic freedom, usury, the separation of church and state, freedom of expression, equal rights for women, the right to divorce, and the decriminalizing of homosexual acts.[2][3] He also argued for the abolition of slavery, physical punishment (including that of children) and the death penalty.[4] Although strongly in favour of the extension of individual legal rights, he opposed the idea of natural law and natural rights, calling them “nonsense upon stilts.”[5]

PRODUCT UPDATE: ReSearch GURU brings you Ready Reports

Ready Reports, available on ReSearchGURU, allows users to create their own customized reports. Then, next time they
login, Guru generates prepared reports and graphs meeting their exact needs.

Since Agencies and sales houses obviously benefit from this new feature. We also see great benefits for our research company clients who upload new will now be able to upload and distribute new studies themselves! Continue reading