Print monitor

Uwe Czaia

This paper describes the Print Optimization Monitor (POM), a research tool designed to not only measure the affinity of certain target groups to individual magazines, but also those contents with an above average or below average opportunity of attracting attention within the magazines.

Print Monitor

Optimizing ad positioning in print media

Uwe CzaiaCZAIA Marktforschung and IMMEDIATE Software

Introduction

The instruments of media planning are continuously being refined. Global performance values are being supplemented and partially replaced by detailed planning according to target groups which considers interests, attitudes and conditions in addition to demographic and consumption characteristics. 'Interests' are expressed by preferred music colours, aboveaverage use of specific TV programmes, etc. The editorial environment is logically considered to be highly important during the planning process.

In the case of television there are no longer individual television stations but programmes, i.e. the television station's...

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