A fuller picture for media buyers

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SRDS' new service, which rolled out in late October, is designed to help business publishers sell more integrated marketing packages and provide media buyers with a more comprehensive view of both the print and Web media outlets available in particular markets. The service aligns the data for roughly 10,000 Web sites with the SRDS' traditional consumer and b-to-b magazine database, which includes 120,000 print, direct, broadcast and out-of-home media. George Carens, president of SRDS, discussed the change. MB: What are some of the ways business publishers can harness the new service? Carens: We're collecting information about business publishers' advertising offerings, print, online and direct, and including profiles about what those offerings are. We're also offering sponsorship opportunities, where [publishers] can supply positioning statements of their integrated offerings; list and customize what their ad offerings are and put in their proprietary research. We can also offer sponsorship of search and online display advertising. MB: How will new the service impact online ad sales for business publishers? Carens: We still know from our research that 88% of buyers and planners are using search engines to identify the relevant sites. [The service] will make it tremendously easier for buyers to not only identify sites that are relevant but align them with all of the other media that they're putting together in an integrated media plan for a client. —M.S.
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