Subject Index
 

Comments on a recent ANA members survey about print media. Most believe print is a cost-effective medium (reasons given). However, there are areas of weakness (discussed in detail): 1) publishers are ...

Venessa Lenton explains how mapping can be used to plan a local advertising campaign for a specific retailer. Using the Beacon Dodsworth’s JICREG mapping system (a web-based one-stop shop for regiona ...

The new, technology driven wave in publishing is making the newspaper brand even more complex.

Research suggests that regional dailies' loyal six-day readers buy the 'core brand' of local news ...

Describes Project Cosine, commissioned by J Walter Thompson Ltd to fill the gap in knowledge about the effectiveness of print advertising in newspapers. Research is described. A set of value indices h ...

Argues that the agency commission system has been disastrous for magazine publishers because it has made it more profitable for agencies to use television. As a consequence, research which could have ...

As is usual at this stage in the economic cycle, the advertising world is currently much concerned with the way in which media rates, particularly television rates, have been rising over the years. Bu ...

Snapshots of the real world: these brief notes show that the actual costs achieved by newspaper advertisers vary widely, as measured by individually audited plans and buying results. Price negotiation ...

Retail advertising, characterised by very thin lead times, late price changes and the need to get the same copy simultaneously to several newspapers, has been a lead sector in adopting ISDN methods wh ...

Production costs in both print and television have risen over the past ten years not only well ahead of inflation, but also substantially ahead of media costs. In both media, production costs, which w ...

Discusses an important new analysis by Harry Henry which quantifies the sheer size of the regional newspaper business, and its significant growth between 1981 and 1989 both in overall revenue and prof ...

Report from the Co-operative Advertising Conference run by the Newspaper Society (PressAd division). Shared advertising schemes (e.g. between manufacturers and retailers) are growing fast, and will bi ...

Magazine ad revenues have turned round, and the publishers are turning to copy sales, targeting an additional 100m. This will involve correcting a sharp recent downturn. If the target is achieved, the ...

Reviews the success of the Association of Free Newspapers, and how the paid-for press is fighting back, with the support of the Newspaper Society.

The chairman of Zenith media buying services identifies the factors which are changing the media scene, including media inflation and the growing size and power of media owners as well as clients. He ...

This paper was originally presented at the Campaign/Admap Seminar on Centralised Media Buying, October 1984. The debate is seen as a qualitative versus quantitative argument. The author argues that ce ...

This paper was originally presented at the Campaign/Admap seminar on Centralised Media Buying, October 1984. The Vice Chairman of Benton & Brookes points out that the agency has been involved in centr ...

This paper was originally presented at the Campaign/Admap Seminar on Centralised Media Buying in October 1984. It concentrates on the concerns of middle management and those of senior management, whic ...

This paper was originally presented at the Campaign/Admap Seminar on Centralised Media Buying, October 1984. It presents the results of an enquiry among senior advertiser personnel on attitudes to cen ...