Loading Search Results

Media Guru 1995

Click here to ask the Media Guru a new question Or search for a specific topic in the Guru Archive, or browse by date.

Guru Archives
By Year

Returns all questions and responses for the year.

Friday, December 29, 1995

What is the best way to target potential customers for ad sites? We are interested in having them advertise in both the homepage and our print catalogs/magazines.

The Media Guru Answers (Friday, February 02, 1996)

First, and most obviously: Do the print vehicles exist already? Current advertisers are best prospects for the web site. As advertisers are found for the web site they are targets for the print vehicles

Next, web-aware companies are best prospects so find other web sites in business categories related to your own, but not competitive, and solicit ads from them. Next, find competitors sites and solicit the advertisers they have attracted.

Find these sites through the web's search engines like Yahoo or the excellent, new AltaVista.

A similar examination of complementary and competitive print media could be productive as well.

Registering your own site with these search engines and others (use these to find the others) means advertisers can find you.

The trade publications of appropriate categories are also necessary to announce your availability. It is too passive to advertise web services with a site that no one might find.

Finally, SRDS has an interactive media (WWW, cd-rom, etc) data source where advertisers will look for such opportunties. At the beginning of an internet ad media venture, it can be useful to visit an expert web designer's site such as BXI (Brand X Internet Services) This site incorporates an excellent guide to using the internet as a marketing tool.

For overall marketing guidance, the MktgMavens are available on line.

Wednesday, December 27, 1995

what is the difference between general media and direct response television media? and would I ever recommend to my client DRTV as an inexpensive way of getting exposure?

The Media Guru Answers (Friday, February 02, 1996)

General TV and DRTV are different in the way they are purchased and in key aspects of the copy used. To qualify for DRTV, the copy usually must be selling something through an 800 telephone number. Mail is also possible, but the immediate nature of telephone response is preferable (900 number ads are typically under a different rate structure).

DRTV rates are usually based on half of the going rate for the time period. The concept of "going rate" is hard to pin down with any certainty, unless you are buying the same schedule at the same time as "general media." These half price schedules are typically in remnant time or relatively undesirable times late at night or early in the morning or weekends. They are also instantly preemptible. You can't rely on delivering a schedule of "50 GRP per week in prime and 75 GRP per week in early fringe" through DRTV.

General TV schedules are used to build awareness through planned levels of reach and frequency or timely impressions delivery during specific promitions or campaigns DRTV schedules are opportunistic buys, with each airing anticipated to generate a certain quata of responses for a product ready to sell at all times without specific timing issues.. DRTV advertisers often track resonse minute by minute to associate each call with the specific commercial airing responsible. This is in clear contrast with the awarenes building aspect of general media.

When your client measures "exposure" in reach or effective reach terms than DRTV is not an efficient way to get exposure. Those remnant timeslots are not reach builders.

A DRTV advertiser is generally selling something worth the investment in inbound telemarketing expenses for each 800 number order, and assuming a certain minimum of orders per airing. (You cant make money if a $5 an hour operator has to spend 10 minutes taking address, size, flavor and credit card info to sell a $2 item, unless you add $3 shipping and handling). This means it doesn't work for toothpaste, floor wax, soap or cookies, unless you're selling the $29 bag-o-groceries special.

Friday, December 22, 1995

How can I measure the media effects and isolate them from total advertising effects that comes as a result from advertising tracking?

The Media Guru Answers (Friday, February 02, 1996)

The more need for isolating test elements, the more need for controls. You need test scenarios that vary from each other *only* in the media used. Obviously advertising can't be tested with no media at all, so a separate test is necessary for each mdia mix or weight level. In some cases, laboratory testing versus field testing is possible.

Sunday, December 17, 1995

To calculate the household rating you consider as a base the Total ousehold universe or the total TV set universe, I just wondering because if we take the total household in some moments the HUT coul be more than 100%. Thank You in advance.

The Media Guru Answers (Sunday, December 17, 1995)

The base is HH with TV sets. Yes it is theoretically possible for HUT to exceed 100%. HH share, which uses a base of HH *currently* viewing often does sum to more than 100%. In the olden days, when TV's were powered by dinosaurs on treadmills (The 1950"s) we used SIU ("Sets In Use") as a base. Multi set homes were almost non-existent and TV homes were less than 70% of all HH.

Saturday, December 16, 1995

What is the average nationwide salary for an advertising director at a national magazine? Is there any where I can get salary or income data for jobs in the advertising field? You may email me at edencreate@aol.com Thanks.

The Media Guru Answers (Saturday, December 16, 1995)

The "average" would be meaningless. The ad director at "People" is in a different situation than the ad director of "NetGuide." Billings and staff size are major factors. Ad Age ladt week published a salary survey for agency staff. It looked low-ball to the Guru and his friends.

The Guru does not send personal replies, please continue to check this web page for responses.

Friday, December 15, 1995

Is there a source for business-to-business competitive media spending other than The Rome Report?

The Media Guru Answers (Friday, December 15, 1995)

Editorial tracking services such as Burrelles's (800-631-1160) perform such analyses on a customized basis. Others offer more specialized services, like Vanguard Communications (212-626-6751), which tracks advertising in ethnic and foreign language U.S. media.

Monday, December 11, 1995

We've created a sponsor-supported online music directory to be launched in January. Each sponsor gets their logo on the bottom of nearly every page as well as a rotating banner ad, and we want to sign them up before we launch. How should we go about attracting these sponsors, and what should we charge?

The Media Guru Answers (Monday, December 11, 1995)

Likely sponsors are music companies, music cable nets, radio stations, and finally any advertiser targeting segments within age groups 12-24 / 12-34 (Levi's, Coke, A-B). A great number of these have web sites of their own. They would be therefore web oriented and looking for worthwhile links.

Why not do a search through Yahoo or your favorite search engine, and then e-mail your porposal to the webmasters of the sites you find.

Sunday, December 10, 1995

Which soft most in mediaplanning?

The Media Guru Answers (Sunday, December 10, 1995)

The Guru requires that questions use a reasonable approximation of a known language.

Friday, December 08, 1995

Is there national print/web media relating specifically to people planning to move to a new city?

The Media Guru Answers (Friday, December 08, 1995)

A quick search of ,Yahoo turns up , http://www.sover.net/~relo/, American Relocation Center. Further searching of Yahoo might turn up more; this was just the "A's".

For print, SRDS Consumer Media Source, available at agencies and many public libraries, would be the reference to check.

Sunday, December 03, 1995

I am an advertising student at Penn State working on a media plan for Oakley Inc. The resources at my disposal (library, Simmons, LNA, SRDS, MRI) do not even have my client listed. Can you point me in the right direction to find this information? My main search at this point is Oakley's competition. Thanks

The Media Guru Answers (Sunday, December 03, 1995)

When a brand isn't listed, then one works with category information. Eg if the Oakley product is sunglasses or ski goggles, that *category* might be in SMRB, even if the Oakley brand isn't. If the category isn't there another category of equipment in the same price range and with the same degree of necessity/optionalness for the same activity, might be a good analog. Failing that, similar equipment for a different activity. In short, generalize outward from your sepcific, then add details to make assumptions. Ie, if Oakley is relatively expensive. assume your user is upscale from the category average. There may be other product facts that can guide you from category information.

Sunday, December 03, 1995

Is there an online version of Simmons, SRDS, MRI, and other media refrence material?

The Media Guru Answers (Sunday, December 03, 1995)

Yes, all these services have on-line access. But contrary to myth, the internet does not host every bit of data in the unviverse free of charge. The data of the sources you site, though on-line is not available without paying the access fees.

Wednesday, November 29, 1995

I need a some information buying spot radio and tv. I bought broadcast about 6 years ago, but have been out of the loop recently. Can you suggest current texts? How about sources that cross market demographic information with radio and television usage?

The Media Guru Answers (Wednesday, November 29, 1995)

A media planning text that is popular is "Media Planning" by Sissors and Bumba. Media buying texts are rare. Many syndicated studies cross market demographic information with either radio, television or both. These include Nielsen (TV), Arbitron (Radio), MRI (both), SMRB (both), Monroe Mendelsohn (both), Media Audits (both), etc.

Monday, November 27, 1995

What are some of the most commonly viewed programs by people that own a NordicTrack?

The Media Guru Answers (Monday, November 27, 1995)

This sort of information is most readily obtained from the Syndicated research of Simmons (SMRB), MediaMark Research (MRI) or Mendelson Media Research (MMR). All are based in Manahttan. TV network research departments have these studies available to provide you with your information.

Monday, November 27, 1995

What is the best strategy for marketing a NordicTrack?

The Media Guru Answers (Monday, November 27, 1995)

Questions like this are far beyond the scope of an on-line guru. Marketing plans for such products call for extensive research and study. They encompass many pages of documentation. You will have to do your homework.

Monday, November 27, 1995

Where can I find reach, frequency, and rates for NordicTrack Advertising?

The Media Guru Answers (Monday, November 27, 1995)

Use a syndicated "competitive expenditure" service like NYC based CMR (Competetive Media Reports) to learn advertising schedules and price estimates. Then analyze these schedules with industry standard reach and frequency software, like Telmar's Maestro.

Monday, November 27, 1995

can I get some information on the SMRB for people that own NordicTrack exercise equipment

The Media Guru Answers (Monday, November 27, 1995)

Contact SMRB at (212) 916-8900 or through an agency, publisher or broadcaster that uses SMRB data.

Monday, November 20, 1995

What software does cluster analysis on a customer database?

The Media Guru Answers (Monday, November 20, 1995)

"Conquest" marketed by Strategic Mapping (formerly by Nielsen's DMIS) uses Cluster Plus data and can process custmer data bases. "Compass" is a similar system from Claritas' PRIZM.

Thursday, November 16, 1995

Do you have any information on TV advertising? Specifically, during a 30-minute, primetime TV show has there been a change in how many ads are shown. Are ads longer, shorter...

The Media Guru Answers (Thursday, November 16, 1995)

To make sense this must be answered in relation to a period of time. Over the years, commercials have become shorter, from mostly :60's to mostly :30's to a large percentage of :15's, a trend which reversed somewhat recently. Commercial loads in various dayparts have also changed, mostly upaward, over long history. AdAge and other trade publications available at most libraries frequently report trends in commercial length and numbers.

Monday, November 13, 1995

How responsive are shoppers in a convenience store to on-screen advertising? Our method combines Audio and visual messages.

The Media Guru Answers (Monday, November 13, 1995)

This would probably be comparable to P-O-P video used in drug and grocery stores. There have been studies of such systems. The ARF library, which is for members only, is the foremost collection of such material. AAAA and ANA members can access the ARF library through those organizations. Another good resource is the Newsweek Media Research Index, as well as is any library's index of AdAge articles.

Wednesday, November 08, 1995

Do you have any ideas where I can find information regarding the benefits of trade (business-to-business) advertising? Specific case stidies would also be helpful.

The Media Guru Answers (Wednesday, November 08, 1995)

The MPA (Magazine Publishers Association) would have case studies. Many Trade Publications might also have some. The Interep Radio Store also compiles success stories, some of which would include Business to Business.

Monday, November 06, 1995

Do you have any information about "Wear-out" of TVCs?

The Media Guru Answers (Monday, November 06, 1995)

The first thing to know about wear-out is that there are no absolutes. Different people mean different things by "wear-out" There are numerous ways to set a standard for wear out and numerous ways to measure a commercial's approach to that standard. The simplest, as stated by one of the industry's great researchers is, "a commercial is worn out when the client asks about wear out." Realistically, a practical definition of wear out is when the commercial no longer stimulates additional sales. However, it's rare that any commercial is tracked closely enough to determine that point, and the trick is to *predict* that point. Commercials differ in their quality, impact, and memorability, as well as in the clutter and audience duplication of the schedules used to air them. A commercial that's one of a pool of three closely related commercials for a brand might wear out at a different point in time than one that's one of three dissimilar executions. A commercial airing repeatedly in a single daypart wears out before one in a broad rotation. The audience target and its media habits will also have an impact. Once the wear out level is determined base on the above, then it needs to be associated with a media measurement. Measurement might vary from "when the top quintile is exposed x number of times" to "when effective reach is x% over xx weeks" to "when the commercial has accumulated xxxx TRPs." Bottom line, the answer is a commercial is worn out when it stops selling. How to determine this is a question of judgement and specific research.

Monday, November 06, 1995

I am a student in advertising and I am about to begin my job search. My field of interest is childern's advertising. Do you know of any way I can weed out those agencies, magazines, etc. that deal just in my choice of specialty?

The Media Guru Answers (Monday, November 06, 1995)

The Standard Register of Advertising Agencies (the Agency Redbook) lists each agencies clients. You may skim for those that have children's brands on the roster. Or the Advertiser Redbook will tell you who are the agencies for Children oriented advertisers. Few agencies would be completely specialized in childrens products: they would soon run out of non-conflicting brands. Many agencies have *some* childrens' advertising. The SRDS (Standard Rate and Data Service) Consumer Magazine resource will include a list of magazines under a "Children's" category.

Sunday, November 05, 1995

Are you aware of any studies which have been done on online advertising rates? I am interested in both rates on the internet and those for content providers on the Commercial Online Service Providers (MSN, AOL, CompuServe, etc.).

The Media Guru Answers (Sunday, November 05, 1995)

In the past year or so there have been numerous articles in AdAge, Interactive Age, etc about exisiting rates. Of course there have also been theories expressed about how to set rates. See also: Pricing Web Site Advertising by Abbott Wool

Friday, November 03, 1995

Which approach to planning Cable Television is more useful, by daypart or by cable network?

The Media Guru Answers (Friday, November 03, 1995)

You must first understand that Cable TV, unlike network free-air television, is broadcast, in most instances, live Eastern Standard (or Daylight Savings Time.) What is primetime in New York, i.e., a program running from 8-9pm, is airing during prime access in Chicago, 7-8pm, and early fringe in Los Angeles, 5-6pm. Therefore, National Cable TV dayparts have no real meaning or value because of live time broadcasting. There is a much better way to effectively reach well targeted audience segments based upon target audience exposure to programming. Use Cable TV network profiles as they appear in various research documents such as Nielsen Cable Ratings and Mediamark Research, Inc.'s annual survey, to determine which Cable TV networks attract which audience segments. This approach will provide meaningful information based upon the measured Cable TV viewing preferences of the full range of demographic groupings. Furthermore, the daypart based Cable TV planning systems which are available, are built around the audience accumulation curves developed by The Cable Advertising Bureau, and as such they are general, so as not to play up the strengths or weaknesses of any specific cable network. In summary, if confronted with a daypart vs a network specific system for cable planning the latter is preferable.

Thursday, November 02, 1995

I am a Penn State student studying Advertising. I will be living in Boston during summer '96 and am currently working on finding an internship. I have contacted several agencies but am eager to to find something related to the Internet. Do you know where or how I could find out about an internship relating to the Internet/Online? Thank you for your help! Laurel Kohl

The Media Guru Answers (Thursday, November 02, 1995)

The Advertising Agency "Redbook" will list agencies by location and should be available in your university library. Also be sure to check out the following categories under Web Sites ; Ad Agencies, Internet Mktg., Media/Consutling Services, and On-line Media. Good luck.

Monday, October 30, 1995

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.

Monday, October 30, 1995

Like others, I am curious about measuring "hits". Are the results of the ARF (October 11, NY City) workshop available? I read both the Modem Media and Abbott Wool pieces. I am a graduate student at FSU. I would appreciate all possible help. This will score me all sorts of bonus points with the "powers that be". Thanks in advance,

The Media Guru Answers (Monday, October 30, 1995)

The trend seems to be away from measuring hits and toward measuring audience. This apparently reflects a maturing into an advertising medium versus a promotional item. ARF conference procedings are generally published about 8 weeks after the conference. They are free to attendees and available at a nominal charge to others. Contact Roz Arnstein at the ARF at (212)751-5656 ext 213.

Monday, October 30, 1995

Where can I find reach, frequency, and rates of outdoor advertising in Salt Lake City, UT?

The Media Guru Answers (Monday, October 30, 1995)

The large "network" Outdoor companies sell and have rates for markets and "Plants" beyond those which they own. They also can compute reach and frequency data. Gannett (212-297-6412) and Patrick, also in NYC, are good to starting places.

Saturday, October 21, 1995

Can you please provide an explanation of ISCII codes and how they are determined?

The Media Guru Answers (Saturday, October 21, 1995)

The media guru is not sure what you mean by ISCII codes. The guru is familiar with ISCI codes and ASCII codes, but not ISCII codes. ISCI is a broadcast commercial numbering system. Each advertiser has a company code/brand code/individual commercial number that's used to identify each commercial for trafficking purposes. ASCII is the American Standard Code for Information Interchange and is the standard 7 bit codes used to represent characters in many computer systems. Most PC's use ASCII codes. Other common codes are EBCDIC (Extended Binary Coded Decimal Interchange - used on IBM mainframes), BCD (Binary Coded Decimal), Column Binary (used on old IBM punch cards) and still the standard representation for most respondent based syndicated data (i.e. MRI, SMRB, MMS, etc.)

Saturday, October 21, 1995

The big one-humour in advertising! Any studies on the impact on recall brand awaresness, sales, wearout/decay, product category relevance and cultural differences All pointers welcome! brett@mojo.co.nz

The Media Guru Answers (Saturday, October 21, 1995)

The ARF library, which is for members only, is the foremost collection of such material. AAAA and ANA members can access the ARF library through those organizations. The Newsweek Media Research Index, online at www.vmr.com/research is a possible source as well as is any library's index of AdAge articles.

Tuesday, October 10, 1995

Do you know of any research that discusses the success rate of Point-of-Purchase (POP) radio both Domestically and Internatinally?

The Media Guru Answers (Tuesday, October 10, 1995)

The ARF library, which is for members only, is the foremost collection of such material. AAAA and ANA members can access the ARF library through those organizations. Phone (212)751-5656 or write ARF, 641 Lexington Ave., NY, NY 10022 or send email to arf@mail.telmar.com. The Newsweek Media Research Index, online at www.vmr.com is a possible source as well as is any library's index of AdAge articles.

Tuesday, October 10, 1995

Have you ever heard of "Military City Online," a service through America Online. If yes, do you know if it has been successful in providing advertisers an efficient vehicle to reach the military? Also, are you aware of any other interactive opportunities ,that allow advertising, to target the military?

The Media Guru Answers (Tuesday, October 10, 1995)

This AOL site is not familiar. It should follow the usual advertising standards of specifying audience size sold. By the nature of AOL, an exact count of vistors to this area should be available from AOL. Then efficiency (cost divided by audience) will be east to compare to other vehicles. SRDS is about to release or has released a new resource guide to interactive media, including internet, CD-ROM etc. Military audiences may be a classification. The major Web search engines should turn up others. Yahoo is a good starting point and also point to other search facilities

Thursday, October 05, 1995

Could you give any information about a journal:Journal of Media Planning? Is this exist now? From where and how can I order it from Hungary? Thanks.

The Media Guru Answers (Thursday, October 05, 1995)

If memory serves, the Journal of Media Planning was published by NorthWestern University. The Advertising Research Foundation would have it in its library and could provide contact information. Phone (212)751-5656 or write ARF, 641 Lexington Ave., NY, NY 10022 or send email to arf@mail.telmar.com.

Thursday, October 05, 1995

Is there a list of email addresses of businesses advertising in Asia?

The Media Guru Answers (Thursday, October 05, 1995)

Classified lists of e-mail addresses seem to be one of the great lacks of the internet. Because e-mail addresses are controlled by so many different domains the only compilations are those which are self submitted by addressees. One way to try for such listings could be to join a discussion mail-list related to intrnational marketing, such as GINLIST or GLOBMKT, and then use the "review" command to see the member list. You could also post the question on those lists or on newsgroups devoted to the topic. You'll find subscription instructions for the two e-mail lists mentioned above at: http://nsns.com/MouseTracks/tloml.html By the way "spamming" is not well recieved by members of such lists.

Sunday, October 01, 1995

My hobby is creating advertising copy about Cruiser Motorcycles. How can I promote my advertising creations to the major motorcycle manufacturers? If the best way to do this is working with an existing ad agency, how can I find out which ad agencies currently provide the manufacturers with advertising copy? For example, which agencies handle the accounts for Harley-Davidson, Honda, Suzuki, Yamaha, and Kawasaki?

The Media Guru Answers (Sunday, October 01, 1995)

There is a reference called the Standard Directory of Advertisers, known as the "RedBook" It tells the agencies used by advertisers. It would be available in libraries. A simpler, more direct way would be to call the advertising department of a magazine where the motorcycle advertises and ask what agency placed the ad. However, you should be prepared for the advertiser, as well as the agency, to refuse to look at outside advertising copy ideas as a matter of policy, to protect themselves against accusation of stealing ideas.

Tuesday, September 26, 1995

I'm trying to find out how many auto and real estate traders exist and how great the revenues are in each category. If possible, I am also curious of the $ on the sub-category level (ie rentals, used cars, etc.).

The Media Guru Answers (Tuesday, September 26, 1995)

The ARF library, which is for members only, is the foremost collection of such material. AAAA and ANA members can access the ARF library through those organizations. The Newsweek Media Research Index, online at http://www.vmr.com/research/index.html is a possible source as well as is any library's index of AdAge articles.

Tuesday, September 26, 1995

I am doing a project in my Consumer Behavior class that deals with the senior citizen market (65 and older). How do the purchasing habits of seniors differ from the habits of younger groups. How would this affect the way that advertisers market to this age group? Where can I find some specific information on marketing to seniors, and senior buying habits?

The Media Guru Answers (Tuesday, September 26, 1995)

Senior's purchasing differs in various ways depending on purchase category. They buy smaller size packages of perishables, but may have more time to shop in warehouse clubs for bargains. They use different packagings and types of pharmaceuticals. They travel more, but differently. The best approach would be to crosstab bellwether categories reported in SMRB or MRI. One excellent short answer could be obtained by reviewing Modern Maturity Magazine's trade ad series from around 1987-88 which talked about seniors consumer behavior. The ads were created by Cadwell Davis Partners a Saatchi division.

Monday, September 25, 1995


The Media Guru Answers (Monday, September 25, 1995)

1) Contact Gousha, Rand McNally or Hammond, who are the major map publishers, and ask them. 2) Go to a tourist location in your own area and get the name of the publisher of the tourist maps in your area.

Saturday, September 23, 1995

How advance will the data information gathering be in the next few years--and what type of information will it be--will it exceed the traditional "shallow" TV information being presently provided by Nielson.

The Media Guru Answers (Saturday, September 23, 1995)

Since the knowlegeable media person find more information in Neilsen than can be digested, we need to clarify the question. Is the question whether there will be quantum leaps in TV info or (inference) whether the net will be measured better than Neilsen. The O'Reilly Assoc Study, which was released last week will probably be state of the art for some time as far as "depth." It is some what like MRI or SMRB TV data compared to Neilsen, broader but not likely to be frequent. It has depth but not currency. When Nielsen /ANY measure audience it will probably have currency but little depth. The future is hard to see in a rapidly changing medium.

Wednesday, September 20, 1995

Are there cases or articles written about how advertisements targeted at teen girls are monopolizing on the insecurities of teen girls? ie-Scaring girls into wanting the product because they will be social outcasts without it.

The Media Guru Answers (Wednesday, September 20, 1995)

The ARF library, which is for members only, is the foremost collection of such material. AAAA and ANA members can access the ARF library through those organizations. The Newsweek Media Research Index, online at http://www.vmr.com/research/index.html is a possible source as well as is any library's index of AdAge articles. Finally this topic (marketing to teens) has recently been a thread on the MKTSEG market segmentation forum can be read at AMIC at: http://www.amic.com/amic_mem/forums/mktseg/ Subscription information for the (free) e-mail version of MKTSEG is also available there. Joining and posing questions to such lists is an excellent way to find this sort of information.

Wednesday, September 20, 1995

Is there a centralized resource for locating advertising and sponsorship opportunities on the Web?

The Media Guru Answers (Wednesday, September 20, 1995)

There are several. One is Webtrack. Contact: "adspace@webtrack.com"

Tuesday, August 29, 1995

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.

Monday, August 28, 1995

I have just started a new company in Dallas, Tx and could use some help. I have many years of experience in the graphic arts business and am learning the "net" as I go. I have just posted my home page and opened for business. How long do you feel this market will take to become "mainstream"? Chiat/Day says 7 years. I don't think so.

The Media Guru Answers (Monday, August 28, 1995)

Depending on how "mainstream" is defined, 7 years could be an optimistic estimate. If the definition is either "when the majority is in the audience" or "when the audience demographics are a cross section of the population," growth is probably on a flattening curve. Some sources say 30% of hh have computers today, and 40% of the more upscale homes. An enormous portion of the population is over 50 and not rapidly joining the computerized legions. Internet surveys such as the one available from gopher://akasha.tic.com:70/00/survey/ids2/ids2.504 estimated that there were lust under 8 million internet users, using under 3 million computers. This was late 1994, before CompuServ, Prodigy and AOL began providing Web access. They would add 9-10 million, though it does not seem that the majority of their members have upgraded to or use the web-capable versions of the software. This then says about 12-15 million households of about 95 million in the US are now able to surf the net (though of course, some of these are business or educational institution computers). There is probably no other potential source of a comparable growth surge. If 3 million new homes get web access per year, that's 10 years until a majority will have capability, not necessarily use. It's bound to be a novelty that wears off for some. It may be 10 years later than that before the demographics resemble the broad population. However, at the rate things change, like Hot Java, VRML, etc, by the time it's mainstream, "IT" will no doubt be something else altogether.

Friday, August 25, 1995

How can I obtain historic, actual radio costs for A 18-49, over the last ten years? Top twenty ADI's?

The Media Guru Answers (Friday, August 25, 1995)

There are a few approaches. Ad trade publications publish cpp/cpm trends annually. Libraries would have back copies. General media cost guides like AdWeek's Marketers Guide to Media which predict costs can be used retrospectively to examine cost trends.

Specific cost guide sources such as SQAD (Spot Quotations and Data) which closely follow marketplace costs (but don't post analyze) can look back at cost history for a probably nominal charge.

Friday, August 18, 1995

Is there a site on the Web that lists all sites accepting advertising and/or sponsorships?

The Media Guru Answers (Friday, August 18, 1995)

There's a listing at AdSpace, found at the following address:


Tuesday, August 08, 1995

I've noticed that some companies have home pages that allow users to click into a second language. Several Japanese colleages of mine are interested in viewing these home pages in Japanese, but we can't figure out how to "set up" our computer to make it compatible. We have Japanese word-processing, so it seems like it should be possible. What do we need to do?

The Media Guru Answers (Tuesday, August 08, 1995)

Well, the only browser that we know can interpret Japanese characters is Netscape. We have a pretty good idea that you'd need the Japanese version of Windows or MacOS in order to get Netscape to work its Japanese features.

If you have a copy of Netscape, look in the "Fonts & Colors" portion of Preferences: it allows you to choose Japanese encoding.

For more information, look at the FAQ for the Netscape Navigator at:

or get in touch with Netscape at info@netscape.com or (415) 528-2555.

Tuesday, August 08, 1995

I'm looking for an online site where I can see an index of companies and their "agencies of record", along with the contact information for those agencies. I understand this information is published annually in something called "The Red Book". Do you know of a web site where this info (either the Red Book or some other source) is available?

The Media Guru Answers (Tuesday, August 08, 1995)

We don't know of any sites where information is available online about agencies of record.

The "Red Book" is published in traditional form, but we don't know of anywhere that its information is available electronically.

In terms of online resources about agencies, AMIC is probably the best site to find agency information of any sort.

Saturday, April 15, 1995

I,m working in a concept here in Miami in where I will add all the ratings for all the Spanish-language radio stations and present the total as one radio station. Can this be acceptable?. If the answer is "yes" what do I need from Telmar?

The Media Guru Answers (Saturday, April 15, 1995)

1) To whom do you intend to present this? It would not be acceptable to present this as an advertising vehicle. The top stations in Miami, except WXDJ/WRMA, have contracts with radio representatives like Caballero and Katz.

2) It would not be acceptable to advertising agencies to present this as a single advertising audience, because there would be duplication between the stations, rather than the audiences additive, unless the spots were "roadblocked," which is to say that a given spot runs at the exact same moment on all stations.

Telmar software for radio planning includes: Generic Radio Planner, Radio Plan (requires access to Arbitron data), and Radio Ranker (requires access to Arbitron data).

Contact us for more information.

Thursday, April 13, 1995

When you are measuring delivery of media, can you combine various media to come up with a single answer? If so, is it reliable? What is the most economical way for a small agency to pick up software that can accomplish this. By combined media, I am referring to traditional medai such tv, radio, magazines, etc.

The Media Guru Answers (Thursday, April 13, 1995)

The Reach of various media may be combined once the reach and frequency for a media schedule has been computed. Check out Telmar's ADplus product for an inexpensive approach to your problem.

Thursday, April 13, 1995

When creating prototypes of kids magazines on Simmons (SI for Kids, Boys' Life, etc.) what criteria should I use in setting it up?

The Media Guru Answers (Thursday, April 13, 1995)

The problem with creating a "kids" prototype on the SMRB main study is that you will only get the Adult audience.

Tuesday, April 11, 1995

I'm looking for information on Sports Marketing. In particular, the effectiveness of stadium advertising and any studies that have been conducted on this subject i.e. cost effectiveness, audience recall, and demo & pycho info on people who attend sportin g events and are exposed to this advertising. Also any competitive info. Any suggestions on possible resources? Thanks.

The Media Guru Answers (Tuesday, April 11, 1995)

This one looks new, and I trust the recently forwarded covers the others. Demo and psycho would be in MRI/SMRB/MMR.

Sellers of stadium advertising have probably done custom studies of recall / effectiveness and eagerly share results with potential clients. Of course, they might feature the results they find favorable. If advertisers did proprietary studies, they'd be propritary. The ARF (Advertising Research Foundation) library or conference proceedings might have something. We're going beyond media here, you know.

Sunday, April 09, 1995

In regards to monthly trade publications how many times can a specific ad run before there is a burn out factor?

The Media Guru Answers (Sunday, April 09, 1995)

It depends on the ad. A good ad works longer. In general, one doesn't worry about an ad wearing out until most of the target has seen it 20 times or more for a broadcast ad. It's a rare print campaign where most of the target sees an ad more than 3 times, which is many peoples minimum standard of effective exposure.

Friday, April 07, 1995

I have a question about the language on the Internet: isn't it time to create a new esperanto for the Internet? (or to pick up the original one?) Hans Postma hans@pi.net

The Media Guru Answers (Friday, April 07, 1995)

It does seem that the common language for the Internet has become English. However, international users have been able to develop Web pages with relative ease in their own languages.

Companies with a desire to market in countries other than their own will likely develop marketing sites in several languages.

Using a language like Esperanto would probably defeat much of the purpose of the Web, which could be defined as the ability to allow users to interact with a simple and comfortable interface for Internet communication. Having to learn another language would certainly defeat that purpose.

However, Telmar will be happy to do our best to answer Guru questions in whatever language you'd care to submit them.

Friday, April 07, 1995

Do you have information on how to promote new releases of computer software via radio?

The Media Guru Answers (Friday, April 07, 1995)

MRI or SMRB, or perhaps Mendelssohn, would cross software or PC users with radio formats to help media planning. Some radio stations may have such information available through Scarborough studies or their own custom research.

Friday, April 07, 1995

How do you obtain MRI information?

The Media Guru Answers (Friday, April 07, 1995)

MRI, at (212)599-0444, are in the business of selling their information.

However, the media you might buy for your plan will have access, and can provide it. The major radio rep firms, like KATZ, etc., can analyze MRI, etc for media planners.

Tuesday, April 04, 1995

I recently heard that Mendelsohn Affluent Study has increase the household income level from $60,000 to $70,000+, if so when will it happen?? Fall '95 or Spring '96?? Why the change??

The Media Guru Answers (Tuesday, April 04, 1995)

Over time, average incomes rise, thereby calling for a different definition of "affluence." This is not the first time Mendelsohn has adjusted its definition.

You may want to contact Mendelsohn for more detailed information about when they plan to make the change.

Tuesday, April 04, 1995

What is the difference between "Composition" versus "Coverage"?

The Media Guru Answers (Tuesday, April 04, 1995)

Answer: Coverage is defined as the percent of the target population that is exposed to a media vehicle. If a vehicle has a W25-34 audience of 5 million and there are 50 million W25-34 in the population, the vehicle has a coverage of 10%. Composition is defined as the percent of a vehicle's total audience that are members of a specific target group. If a vehicle has a w25-54 audience of 5 million and a total audience of 10 million, its percent composition w25-54 is 50%.

Monday, April 03, 1995

What do you think about translating web site's to a different language and local market? For example, a web site of sony in usa to a web site in Holland. (Bas van Cuilenburg)

The Media Guru Answers (Monday, April 03, 1995)

It is certainly effective for companies to create Web sites in different languages in order to better serve customers in the countries in which they do business.

However, to use your example, a U.S. Web site for Sony might not contain the most useful information to Sony consumers in Holland. Sony (or any other company) might want to create an individual Web site for customers in Holland that would be tailored specifically to their needs.

Some companies, however, may also find that it's most effective to create a global Web site with information that is useful to consumers in any country. This is in line the concept of the Internet as a global entity.

Tuesday, March 28, 1995

How much does it cost to place an ad on the web and what web sites sell advertising space?

The Media Guru Answers (Tuesday, March 28, 1995)

Many Web sites, including Telmar's AMIC, sell advertising space. Each site maintains their own rate card and should be contacted for pricing information.

Tuesday, March 28, 1995

Ziff is on [the Net] with 10 mags offering "marketing positions", the NYTimes has 3, maybe 6 positions, Prodigy has an offering. What is the CPM range and what qualatative considerations are being used to justify premium costs?

The Media Guru Answers (Tuesday, March 28, 1995)

Each site likely has its own rate card, which you should be able to obtain from the site operator. In the case of Ziff-Davis, you can find out more information at: http://www.ziff.com/adinfo.html

In all likelihood, they also track the number of users to their site, from which you can derive a CPM (assuming they will release the information).

Qualitative considerations are likely based on the intensity of site usage, which as stated above can be measured precisely, and the ability to target specific groups of users, such as computer users.

Tuesday, March 28, 1995

How does the All-Media Planning Suite deal with Web sites as an element in the overall mix?

The Media Guru Answers (Tuesday, March 28, 1995)

The program allows input for Specialty media. If you have an estimate for its delivery, you can enter it and mix it with other media.

Wednesday, March 08, 1995

I am looking for background for a POV on Network Radio Posting. Can you recommend anyware on the Net that might be helpful?

The Media Guru Answers (Wednesday, March 08, 1995)

The key points in Network Radio posting are: 1) decide what book is post basis; latest at buy or closest to schedule dates

2) what book is buy/post basis; RADAR or Arbitron Nationwide.

However, since neither really allows exact quarter hour post whole issue may be moot.

As for places on the Web, the only place you might try are the sites of some of the radio stations that have gone up recently. A list is available in our Web Sites section.

Thursday, March 02, 1995

what travel related sites are currently available for placing advertising links to a home page?

The Media Guru Answers (Thursday, March 02, 1995)

There are a number of travel-related sites on the Web, such as:

TravelWeb (http://www.travelweb.com)

PC Travel (http://www.nando.net/pctravel.html)

International Traveler's Guide (http://www.iisys.com/www/travel/itg.htm)

Internet Travel Mall (http://io.com:8001/)

Neptune, Travel Industry Network (http://www.neptune.com/)

The Travel Connection (http://www.xmission.com/~jamaica/)

However, each of them has their own policies about advertising, and you should probably check out each site and contact the site hosts about their individual policies.

Monday, February 27, 1995

What system can I use to analyze on line services and the internet for a media plan?

The Media Guru Answers (Monday, February 27, 1995)

Telmar's ADplus System is particularly designed for analysis of unmeasured as well as measured media and should be examined to see if it meets your needs. You can find more information on ADplus in the Software Products and Services section of AMIC.

Monday, February 27, 1995

Do you have any data on the fees charged to advertisers, ie the equivalent of the CPM in the magazine world?

The Media Guru Answers (Monday, February 27, 1995)

Each of the online services will provide their membership statistics and rates in their media kits. Audience statistics on most Internet sites, however, are somewhat vague at this point in time and pricing is less structured than the online services. As with all media today, both traditional and non-traditional, negotiation is part of the media buying and selling process, and it is up to the planner and buyer to evaluate the audience or potential audience estimates provided by the medium in the determination of the value and efficiency of the media proposition. Some media, including Internet and online services, may be willing to consider a payment based on the number visitors to their site. They have this information, but whether or not they're willing to make it a part of the buying or negotiation process is strictly up to them and your negotiating skills.

Sunday, February 26, 1995

Is there any marketing or media planning library on www-netscape available for public?Would you please give me any usefull addresses? Thank in advance!

The Media Guru Answers (Sunday, February 26, 1995)

Well, for a start you could look at the Encyclopedia of Media Terms and the Parts of a Media Plan in our Media Guru section. We'll keep an eye out for any additional resources.

Saturday, February 25, 1995

Is it possible to find out which product categories (e.g., computers, shoes, clothing, etc.) have the highest/lowest share of their sales through direct marketing channels? e.g., what is the proportion of home computer sales sold through direct marketing channels?

The Media Guru Answers (Saturday, February 25, 1995)

MRI and Simmons SMM both allow a user, at least by inference, to estimate, share of market for various categories. Both of these product usage studies have data on purchases by mail/phone, etc, in categories like computers and clothing. By comparing these data with the same study's report on total purchase of the same category, a share can be estimated. There may also be proprietary studie by industry groups such as the Direct Marketing Association or the EIAA.

Friday, February 24, 1995

Do you have any current statistics about who the users are of the Internet?

The Media Guru Answers (Friday, February 24, 1995)

It's an excellent question, and unfortunately one with a slightly elusive answer. The biggest problem with tracking the users of the Internet is that there is such an exponential growth in the number of users. However, here are some places you might look for information: The Hermes Project at the University of Michigan tracks Internet users. http://www.umich.edu/~sgupta/hermes.htm The Internet Domain Survey lists figures for new Internet domains. http://www.nw.com/zone/WWW/report.html O'Reilly's Global Network Navigator has a page devoted to the subject. http://www.gnn.com/gnn/news/feature/inet-demo/web.size.html And for others, look at the page on the subject at the Yahoo search facility. http://akebono.stanford.edu/yahoo/Computers/ Internet/Statistics_and_Demographics/

Wednesday, February 15, 1995

Is the listing of magazines on the www in the Telmar site current? Are there others that are not listed? Thanks, LTA

The Media Guru Answers (Wednesday, February 15, 1995)

The listings are maintained on a daily basis. While there may be some obscure publications that have listings, we probalbly have all the regularly published magazines. We will add to the list as they become available. If you see anything we missed, send us a note.

Saturday, February 11, 1995

Any profile on Country Western Radio listeners? What TV programs/networks do they most prefer?

The Media Guru Answers (Saturday, February 11, 1995)

If you subscribe to a data base such as MRI, you could crosstab country radio format listeners against TV programs for any demogragphic or product category. Telmar;s software can help you get the answer if you subscribe to the data.

Thursday, February 09, 1995

What is the most effective way to introduce a new advertising medium?

The Media Guru Answers (Thursday, February 09, 1995)

One way is to post a free listing in the AMIC Media Opportunities section under Other Media. Another way is to create a home page and list it on the AMIC

Monday, February 06, 1995

Who is the Media Guru? It's not Fred Zuckerman is it?

The Media Guru Answers (Monday, February 06, 1995)

The Media Guru is not one person, but rather a group of media professionals, each of which have at least 25 years of media experience. At times we post a particular "Guru" to whom you may address your questions. Stay tuned!

Monday, January 30, 1995

If the on line services were to provide ratings what would be the universe? Would you consider the population a suitable universe, or homes with on-line services, as in Homes with TV?

The Media Guru Answers (Monday, January 30, 1995)

The universe could be any population group for which the service has collected statistics. It could be subscribers or households with a subscriber. Initially, the data would probably not be statistically weighted to a true population, but would jus t be raw counts.

Saturday, January 28, 1995

Do on line services have a reported user count, minute by minute, to calculate interactive GRPs?

The Media Guru Answers (Saturday, January 28, 1995)

Most on-line services have the ability to capture minute by minute usage of their services since some of them bill customers by the amount of time they use. Some of them also have a profile of the user based on questions provied at the time of sign-up. So theoretically, they could produce average qtr.hr. ratings or even minute by minute ratings on the demographics they capure and therby calculate Target GRPs. Some may even be able to capture what you viewed while on-line (program ratings) provided such viewing is on their server. Whether any of them would care to part with that information for a fee or otherwise is speculative at best.

Monday, January 23, 1995

It seens that the effective reach concept is falling on disrrepute. What do you think. Is it a valuable concept for a package goods advertiser?

The Media Guru Answers (Monday, January 23, 1995)

Despite some media pundits, effective reach/frequency is not dead yet. A good media plan should directly address the communication strategy of each particular product campaign. Frequency will depend upon such parameters as purchase cycle, complexity of the message, competitive advertising, the ability to deliver the message in a timely fashion at the height of consumer interest, as well as other tried and successful principles. The current heightened interest in frequency takes into account the length of the advertising commitment, a concept that was always vague in the original effective reach/frequency theory. Because this topic is of great importance, we have created a news group under Industry Forums so that all AMIC members may participate.

Wednesday, January 18, 1995

How do I calculate GRPs?

The Media Guru Answers (Wednesday, January 18, 1995)

Reach x Frequency = GRPs