»
More than a quarter - 26 percent - of 117 senior marketers recently surveyed by the Association of National Advertisers (ANA) said they plan to shift dollars away from magazines to other media; 21 percent said they plan to shift dollars away from newspapers.
The number-one recipient of redirected budgets was the internet, according to 74 percent of the respondents. Confronted with such intent by a significant portion of marketers, the keynote speakers at the annual ANA Print Advertising Forum, held in New York, focused on urging improvements in meeting print advertisers’ need for marketing accountability.
According to the ANA survey, only half of the respondents (51 percent) intend to keep their magazine advertising budgets at the same level as last year. Of those that do plan to maintain their spending levels, a significant portion, 35 percent, expect to use fewer titles. As for newspapers, a similar number, 50 percent, anticipate keeping their advertising budgets at the same level.
“To maximize their investment in print media, marketers desire an array of measurement enhancements,” said a speaker. “These include issue-specific circulation data, cumulative information that clearly shows how a magazine’s audience builds over time and reader involvement insights that increase understanding of consumer behavior patterns.”
The ANA represents 355 companies with 8,000 brands that collectively spend over $100 billion in marketing communications and advertising.
The Spanish Radio Association says Arbitron still has not addressed its concerns and research questions regarding the PPM and how “Hispanics are recruited and represented, and how the PPM panel is maintained.”
The SRA has been working with Arbitron in…
The Chicago Tribune’s new design will launch on Sept. 29, Tribune Co. chief operating officer Randy Michaels says. No details on the redesign have been released; the paper has already been decreasing its editorial pages to create a more even split…
Teens are not the best demo to target with cell phone advertising, according to a new study from comScore. Though they are cell phone-savvy, most of them - 70 percent - have their phones paid for by parents, which means…
CNN won its second night of coverage of the Democratic National Convention Tuesday. The network averaged 3.41 million viewers in the 8 p.m. to 11 p.m. time slot, despite the fact that Fox drew nearly even for the night.
Fox…
Generation Y is the most self-indulgent, Generation X is the most innovative, and Boomers are the most productive, while the “Silent Generation” and the “Greatest Generation” are the most admired, according to a recent survey by Harris Interactive, writes MarketingCharts.
Conducted for…
To encourage shoppers to buy more back-to-school items, retailers often implement “loss leader” strategies: that is, selling items at a loss or even giving them away in hopes that the reductions will attract shoppers who will then buy other, more…
