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Target Your Markets by County Level Using ABC’s e-Data Products
Media sellers are constantly seeking a competitive edge in today’s marketplace and searching for ways to make their products stand out.
Because the vast majority of media planners rely upon geographic marketing techniques to target their advertising campaigns, ABC developed an answer to their demands with e-Data’s Supplemental Data Reports (SDR).
SDRs allow media buyers to drill down into markets by county level. Having access to this kind of detailed circulation is a key media-planning tool for advertisers. A survey conducted by ABC earlier this year revealed how much advertisers and agencies rely upon this data:
- 84 percent of agency and 88 percent of advertiser respondents depend on geographic information in their media planning analyses.
- 97 percent of agency and 100 percent of advertiser respondents believe geographic information is a critical part of the media planning process.
- 72 percent of agency respondents stated that advertisers ask them to utilize geographical information.
- 98 percent of agency and 95 percent of advertiser respondents stated that they would use more geographical information, such as county information, if the data were made available for more magazines.
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Number of times ABC members access eData tools on a monthly basis
eMag Market Reports: 58
ePeriodical Analysis Tools online: 487
SDRs: 188
Periodical GEO/CIR CD-ROM: 112
distribution semiannually to more than 100 subscribers
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ABC recently extended its database to include some exciting additional features that will
be available with the June 2008 SDR filing. These new features include:
- Format changes to enhance your data options
- Electronic database containing subscriptions, single-copy sales, paid, verified and analyzed non-paid circulation if reported by publication
As a way of saying thank you to the current SDR participants, in the next few weeks, ABC will send out thank you letters along with the choice of a free data circulation product. At the same time, an informational brochure will be sent to non-participants as a way to create awareness of these circulation tools. The continued support and dedication of SDR participants to keep county-level data analyses current has enabled e-Data to launch a suite of valuable resource tools including the Magazine Market Coverage Reports (by DMA or MSA/CBSA), Periodical GEO/CIRC CD-ROM, ePeriodical analysis tool and other custom reports.
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eMagMarket DMA and eMag Market MSA/CBSA online reports
- Quick and easy analysis of vital magazine geographic data.
- Evaluate market penetration data for more than 200 magazines.
eMagTrends
- Vital magazine circulation information with just the click of a mouse.
- Analyze five-year circulation trends for a large number of ABC-audited magazines.
ePeriodical media planning and analysis tool
- Buyers can evaluate a myriad of ABC-verified periodical circulation data to confidently choose the right placement for their advertising programs.
- Media sellers can develop targeted sales strategies that leverage their publication’s strengths over the competition.
You can access an online trial version of ePeriodical analysis tool by visiting ABC’s Web site.
- GEO/CIRC CD-ROM provides fast, efficient analysis of commonly used magazine Publisher’s Statement circulation data in Microsoft® Excel® spreadsheets for those publications that file their Supplemental Data Reports (SDR).
- e-Data tools provide ABC members with around-the-clock circulation information via the web, CD-ROM and hard-copy reports. ABC’s buyers and sellers then utilize these circulation tools to target individual markets.
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To get started in the program, all you have to do is provide county-by-county circulation analyses for the issue reported in Paragraph 7 of your June or December Publisher’s Statement. To ensure that your information is current, a new issue must be analyzed at least every three years. ABC plugs this data into a SDR, which totals all county-level circulation by state and are released into hard-copy reports.
For a list of current SDR participants, visit ABC’s Web site.
For information on e-Data or SDRs, please contact ABC’s
assistant manager marketing and sales at (847) 879-8223.
Related Links:
Supplemental Data Reports
eMagMarket Reports
eMagTrends Report
ePeriodical Analysis Tool
GEO/CIRC CD-ROM
List of SDR participants
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