Standard Rate & Data Service did some research earlier this year that revealed print media buyers were often buying digital media to reach the same audience as in print.
“We know the average media planner/buyer using SRDS spends over $5.6 million across 28 integrated campaigns a year, and nearly $1 million of that is spent on digital media,” SRDS President George Carens said in a statement.
To help these media buyers put together integrated efforts, SRDS has introduced Business Media Advertising Source and Consumer Media Advertising Source. The online services align data on 10,000 Web sites with SRDS' traditional magazine databases.
Previously, media buyers had to consult one database for print properties and a separate one for Internet buys, even if the products were in the same market or the same brand. In addition to combining print and Web information, the new services include tabs that provide information on the direct marketing lists available in a particular market segment.
The initial reaction to the products among media buyers has been positive.
“It would have been beneficial to have this resource a year or two ago,” said Ellen Gager, a media buyer at Alexander Marketing. “There really isn't anything else out there where you can compare the Web and print all in one resource.”
“It's very helpful how they've combined print and digital. It's one-stop shopping for information,” said Tricia Stephens, a media buyer at marketing communications firm Nicholson Kovac.
The digital media listings include Web site audience metrics from a variety of sources, including publishers, BPA Worldwide, PERQ/HCI and Compete. The data include traffic figures and engagement metrics.
“I like how they use Compete data to verify the traffic,” Stephens said, “so it's not just from the publishers. A third party's data is helpful.”
An annual individual subscription to the Business Media Advertising Source costs $947, while the Consumer Media Advertising Source is $925. SRDS charges publishers and Web site operators for enhanced database listings.
The paid listings appear at the top of the search results. M