A Look Behind the Media Metrics Curtain
Special to Folio: Alert
Special to Folio: Alert
A panel of media buyers and publishing sales executives met at 54 Varick Street in New York City this morning to debate and attempt to define the “Evolution of Essential Media Metrics.” Despite the remote location, the event, sponsored by the Audit Bureau of Circulations and moderated by Ad Age media reporter Nat Ives, was very well attended. The interest level of the advertising community is high.
According to the agency representatives on the panel, the new ABC reporting systems and circ transparency requirements should be an asset for publishers, not a problem. Robin Steinberg, senior VP, director of print investment, MediaVest USA, says agencies need the Rapid Report system;no other medium takes 12 to 18 months to get its numbers out, she says, and the report gives almost immediate access to the numbers.
Some media planning RFP’s already ask if particular magazines are using Rapid Report and if they’re not, says Mediaedge:CIA’s George Janson, managing partner, director of print, they want to know “Why not?”
Speaking of the newly created audit category of non-paid verified circulation, in particular public place waiting room copies that used to be considered paid, Ives asked the panelists if the change in status matters to advertisers when it’s the “same circulation.”
“We need to gain a better understanding, on a magazine-by-magazine basis,” said Janson. “Call [your advertisers] and have a conversation about the value of the readers and how public place is different from newsstand;or whether the publisher is using copies to artificially make ratebase.”
The consensus among the panelists was that although they would discuss the value of verified circulation with publishers, in evaluating whether or not a magazine had made its ratebase, it still might come down to the question of whether or not the copies were paid.
At the same time, agency executives agree that print circulations haven’t really changed. “We’re just seeing what’s behind the curtain,” said Robin Steinberg, senior VP, director of print investment, MediaVest USA, “we need to figure out what it means for ROI.”
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