Analyses of media trends and channel planning topped the reading charts of Warc's media agency clients in 2011.

Four of the top ten most downloaded articles among this audience took the form of trends-related reports. (For more details about the most popular material featured on Warc in 2011, click here.)

They were "11 media trends for 2011" in first, as well as "10 global consumer trends in 2011", "Highlights from the World Media Trends report" and "Digital trends forecast 2012" in third, seventh and eighth positions respectively.

In among these trends pieces were several articles on channel planning. These were led by "Channel planning: Effectiveness lies in channel integration" in second, "Media planning: growing organic planning and buying" in fifth and "Channel planning: Don't stop at the door of the store" in tenth.

Other articles that stood out with media agencies? Step forward an Admap piece on "Paid, owned and earned media: Integration's Holy Grail" in fourth. "Follow the path to purchase", published in an Admap special on shopper marketing, was also the ninth most popular download by media agencies in 2011.

Warc will be publishing plenty more pieces on these subjects in 2012.

Data sourced from Warc