Unveiling The True Value Of Ads

Staffan Hulten
Sema Infodata
Erik Wilberg
Wilberg Management

Introduction

The days when newspapers could sell ads only by circulation and column inches are probably gone. As with all other media the reach and response of specific target groups is what matters.

Newspapers have generally been rather poor at getting their message out to the public on the composition and response of different ads. There has been sales on grounds of reach, frequency and demographic or psychographic criteria. And since the circulation and readership figures have been published on a year or half-year basis, there has been little other than macro figures and estimates to go by.