Unveiling the true value of ads

Erik Wilberg and Staffan Hulten

Taking the guesswork out of advertising audience measurements has been the wish of advertisers, media buyers and newspaper executives for many years.

Unveiling The True Value Of Ads

Staffan HultenSema InfodataErik WilbergWilberg 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,...

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