MediaTalk shows an indie streak

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Indies rule. Brad Adgate's ascension to the No. 1 spot on this year's MediaTalk competition (from No. 3 in 2005) is proof that the senior VP-director of research at the independent Horizon Media is a sought-after source.

This year's pool of most-quoted media executives were determined using more rigorous criteria in its weighted ranking, says K.C. Brown, senior VP-research and advisory services at Delahaye, a Norwalk, Conn.-based research company that handles the annual ranking of media stars for Advertising Age.

For instance, the new methodology shows scores multiplied by factors that account for "how prominent and memorable" a particular mention is, Mr. Brown says, as well as the stature of the media outlet in which a person is mentioned is quoted. It also included expanded online news outlets.

In previous years, overall scores relied more on total media mentions of a particular executive.

Last year's winner, Steve Sternberg, exec VP-director of audience analysis at Magna Global and a 2006 Media Maven, ran second this year. New to the top 10 this year is Sam Armando, senior VP-director of broadcast research at Starcom USA.

Methodology: The MediaTalk survey ranks leading media players' mentions in a number of media outlets in the year leading up to this report. Delahaye Research's system for measuring new media coverage was used to analyze the frequency and quality of appearances of media agency executives supplied to it by Advertising Age. Online news sources were also weighed in the ranking. Delahaye is based in Norwalk, Conn.
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