SURVEY WILL MEASURE MEDIA COMPANIES
By Adnews Staff
The Advertising/Marketing Counsel and the Media Consulting Group, both of Toronto, are teaming up to conduct a syndicated study of the media industry. Called the Media Sales Meter, the research will what irks media planners and buyers the most, how various media companies perform, who provides the best service and where each company rates in relation to its competition. A standardized questionnaire to be filled out by media planners and buyers will form the basis of the study. There will be three parts to the survey. The first, which will examine magazines, newspapers and out-of-home, will begin surveying in mid-April and should be completed by June. The second portion, covering broadcast, place-based media and new media, will begin in the fall and should be ready about two months later. The final element of the survey, which will be included in subscribers' reports or available separately, will measure advertiser opinion about their advertising needs and expectations. It should be ready by the fall. Cautley Tatham of the Advertising/Marketing Counsel said the survey will provide answers all media companies want to know, but can't afford to gather on their own. The companies compiling the survey plan to make it an ongoing project, repeating the survey every two years so media companies can measure improvements in their performance.