The end of qualitative press planning

Kathrin Haarstick

A new print optimiser, Pro.Audit.de, has been launched in Germany, which claims to save 25% of all print media budgets or to increase performance by 20%.

The End of Qualitative Press Planning

Kathrin C. Haarstick, The Brand Consultancy, shows how a good optimiser can provide the basis for using, and evaluating, qualitative aspects of press planning

A new print optimiser called ProAudit.de has been launched in Germany. It claims to save 25% of all print media budgets or to increase performance by 20%. This would represent a savings potential of DM1.4 billion within a DM7-billion market.

This radical development has stirred a heated discussion on the pros and cons of quantitative versus qualitative media planning between experts at advertisers and agencies, as clients can...

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