General Reference
Top 300 Magazines
Source: Ad Age (Excel)
Don't look back... they may be gaining!
Price's List of Lists.
Compiled from various sources (HTML)
The top of the pyramid when it comes to pretty much everything.
CIA World Factbook
Source: Central Intelligence Agency. (WinZIP)
“They’ve given you a number…” Yep. Just about every known fact about every known country.
Source: MPA (.pdf)
This remains the best introduction to magazines available--especially for marketers.
Source: Compiled by the NAA (Excel)
Downloadable data on ad spending in a variety of media
Statistical Abstract of the United States (2008)
Source U.S. Census Department (Excel and .pdfs)
The venerable STATABUS has expanded this year, although it's hard to imagine where they found more data. Publishers may be interested in the following sections:
-Table 1098: Media Usage and Consumer Spending: 2000 to 2010
-Information & Communications: Publishing Industries
Source: MRI (.pdf)
A quick-reference table of audience data on 230 consumer magazines. Information is summarized from the "Survey of the American Consumer," MRI’s flagship study based on in-person interviews with 26,000 participants. A pretty amazing little compendium.
MRI Plus
Source: MRI (Online and downloadable)
One of the slickest tools available to publishers. MRI Plus consolidates many of the databases used to measure and evaluate magazines. Includes robust search and access capability, plus a cost-planning module. Useful for planning, audience research, competitive analyses, and a wide range of other purposes. Requires no-cost registration. Data can be downloaded and saved in a variety of formats.
The Value of Magazine Advertising
Magazines, the Safest Bet in Advertising
Source: MPA (.pdf)
The benefits of magazine ads
Business-to-Business Media Study
Source: ABM with Yankelovich (.pdf)
Makes the case for advertising in B-to-B media.
Corporate Decision Makers' View of Business Media
Source: ABM with Forrester (.pdf)
Executives' outlook on business media
The Value of Advertising During an Economic Downturn
Source: ABM (.pdf)
This one-page summary sheet might come in handy when advertisers say they're cutting back. See also...
Managing Your Brand in a Recession
Source: Millward Brown (.pdf)
Useful with the above... with the added cachet of independence.
The Art of Advertising
Measuring Media Effectiveness
Source: MPA (.pdf)
How Do I Maximize My Print Budget?
Source: Millward Brown (.pdf)
Useful for salespeople and helpful to advertisers.
Can Copy Testing Accurately Predict Advertising Effectiveness?
Source: Millward Brown (.pdf)
Informative summary on ad creation
What Makes an Ad Persuasive?
Source: Millward Brown (.pdf)
Well-written and valuable to advertisers
The Art of Research
Source: MRI (.pdf)
Seventy-three pages of survey questions and ways to segment audiences. Not exactly light reading… but it would be hard to find better place to borrow from when designing your own reader research. Don’t invent the wheel when you can hitch a ride.
Online Advertising
A Framework for Thinking About Online Advertising
Source: Dynamic Logic (Millward Brown) (.pdf)
Profile of the Internet User.
Source: Simmons. (.pdf)
Research examining some demographic, behavioral and attitudinal differences between home users with low-speed and high-speed Internet access.
Magazines Drive Results Online
Source: MPA (Downloadable .pdf)
Synergistic Effects of Cross-Platform Ads
Source: Dynamic Logic (Millward Brown) (.pdf)
An interesting case study with Forbes magazine that could apply anywhere.
Internet Site Metrics and Print Media Measurement – From Dissonance to Consonance
Source: MRI (.pdf)
A serious look at measuring the combined effect of online and print advertising. Not light reading, but very thought-provoking.
Cross Media Optimization Study
Source: IAB et al. (.pdf)
Presentation of 2003 research project jointly conducted by IAB, Dynamic Logic, Marketing Evolution, ARF, Forrester, and several other participants, including some large publishers. Study examined usage trends in online media and how they affect optimal media mix for advertisers.
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