Print Council
Upcoming Meetings
NOVEMBER 4, 2010 • 2:30–4:30PM EST
Details to be posted. Please check back.
Previous Meetings
JULY 13, 2010
Magazines, e-Readers & Tablets ... What Will the Future Hold?
Magazines, e-Readers & tablets ... what will the future hold? This session will take a look at e-Readers/Tablets from three angles. First we’ll get insight into consumers’ current attitudes towards e-readers based on feedback from real consumers in the IdeaSpace, a collection of private, proprietary communities owned and operated by Communispace.
Then GfK MRI will speak about its measurement of e-readers, including rates of consumer adoption, consumer usage habits with regard to print, and GfK MRI’s future plans for digital print measurement on a brand level.
And finally, Nielsen Online will deliver insights into consumer perception of e-readers based on their mining of social media and behavioral database information and preview their preliminary approach to e-reader measurement.
Let’s get the conversation started in the ARF Print Committee on 7/13 at 3:30. Our goal is to focus on the future of magazine brand readership and measurement across evolving platforms.
Featured Speakers
Katie Adams – Community Manager, Communispace
Risa Becker – VP Research Operations, GfK MRI
Shiven Ramji – VP Audience Measurement, Nielsen Online
PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF
APRIL 20, 2010
Copy Testing: Addressing the Elephant in the Media Room - If messaging is off, no level of GRPs can deliver Print ROI
In the past 18 months we have spent our efforts in the print council understanding and looking at different approaches to Marketing/Media Mix Models – specifically how MMM helps us demonstrate value and ROI to look to maximize the opportunity for magazines.
Throughout these discussions, the role print creative plays in this process is the elephant in the room. On April 20th, we will be kicking-off the 2010 print council meetings with a provocative context setting presentation from Ellen Oppenheim, SVP of the Magazine Publishers Association entitled, “Increasing Creative Traction: The Stakes Are Higher Than Ever”. This presentation will be followed by a panel discussion with a variety of experts in this area including suppliers with innovative new tools to media & client experts who are involved with supporting the importance of copy.
Our goal in this meeting is to challenge the panel to set an agenda for what the magazine industry needs to do to address the importance of copy testing. What are the barriers to copy testing? Are magazines doing enough? What are the options available for testing? Are there lessons to be learned from copy testing, and copy testing approaches for other graphic media like digital and OOH? Or are they left out of the copy testing arena too – is TV copy testing an adequate surrogate?
PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF
DECEMBER 8, 2009
Media Mix Modeling: Impact of Magazine Input? Final Session in a Four Part Series on Print ROI Measurement
This session concluded our series on Media Mix Modeling with two papers which will be presented in the U.S. (both debuted at the Worldwide Readership Research Symposium in Valencia in October). The papers focus on the importance of utilizing accurate and reflective magazine input by illuminating the impact on results and ROI. The first paper, presented by PHD & OMG BrandScience demonstrates the value of using better more granular data inputs, and the second paper, presented by Mediavest & Meredith focus on the benefit on overall magazine ROI when the inputs are improved. We welcome discussion and hope that this series has illuminated this issue and provided practical solutions for maximizing the success of magazines in Media Mix Models.
Recap of the Series on Modeling
The first session on this topic was at last Fall’s Print Council meeting (October ‘08) where we heard from four experts (Marketing Evolution, Ninah, LWR and MRI) who dissected the media mix modeling process and identified specific examples illustrating why magazines are not suited for traditional modeling ROI methods. The focus was to directly address what appears to be a downward trend in print dollars – some of which is directly tied to the limited success in demonstrating the role print plays in media and marketing mix models.
Part II of this discussion (in February ‘09) was a continuation of this discussion focusing on viable, practical and feasible alternatives to traditional media mix modeling. The focus of this session was specific examples of where magazines did work via alternative methods.
The last session (Part III in June ‘09) focused on practical guidelines and best practices to increase the opportunity for magazines to succeed in marketing/media mix models based on input and experience from three experts (Hudson River Group, Johnson & Johnson and IRI).
PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF
OCTOBER 20, 2009
Copy Testing
We have spent the majority of the past year talking about accountability and the role of marketing/media mix models. The elephant in the room is the creative … we can measure accountability, but what about the creative message? All the media weight in the world won’t work behind ineffective creative. On October 20, three of the leading copy testing companies, OTX, IPSOS and Millward Brown came in to give an overview of their print copy testing capabilities and case studies on how copy testing has increased campaign/marketing effectiveness.
Featured Speakers
David Brandt – Chief Innovation Officer, OTX Research
Fred Marshall – SVP, Ad Testing, Ipsos ASI North America
Doug Scott – Senior Vice President, Millward Brown
PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF
JUNE 4, 2009
Practical Guidelines & Best Practices Maximizing Success for Magazines in Media Mix Models
Part III in a series on Print ROI measurement
This session (the 3rd in a series focused on demystifying marketing mix models) will focus on practical guidelines and best practices to increase the opportunity for magazines to succeed in marketing/media mix models. Learn from three experts on what you should be doing to better understand how magazines work to drive sales.
Distinguished speakers represent a major CPG client as well as leading, respected analytics companies who work directly with major marketers. Speakers include:
- Rick Watrall, Partner – Hudson River Group
- Craig Winters, Global Director of Syndicated Insights – Johnson & Johnson
- Lance Goodridge, SVP-Analytics – IRI
You should expect to leave this session with practical, usable and relevant tools and tips which will empower you to challenge the nay sayers and prove that magazines CAN work in the models!
The first session on this topic was at last Fall’s Print Council meeting (10/23/08) where we heard from four experts (Marketing Evolution, Ninah, LWR and MRI) who dissected the media mix modeling process and identified specific examples illustrating why magazines are not suited for traditional modeling ROI methods. The focus was to directly address what appears to be a downward trend in print dollars–some of which is directly tied to the limited success in demonstrating the role print plays in media and marketing mix models.
Part II of this discussion (in February of this year) was a continuation of this discussion focusing on viable, practical and feasible alternatives to traditional media mix modeling. The focus of this session was specific examples of where magazines did work via alternative methods.
PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF
FEBRUARY 25, 2009
Practical Alternatives to Media and Marketing Mix Modeling
Part II in a series on Print ROI measurement
In our last Print Council meeting (10/23/08) we heard from four experts (Marketing Evolution, Ninah, LWR and MRI) who dissected the media mix modeling process and identified specific examples illustrating why magazines are not suited for traditional modeling ROI methods. The focus was to directly address what appears to be a downward trend in print dollars – some of which is directly tied to the limited success in demonstrating the role print plays in media and marketing mix models.
Part II of this discussion was a continuation of this discussion focusing on viable, practical and feasible alternatives to traditional media mix modeling. Joining us for this lively discussion were two of our prior speakers who will present their recommendations together with specific clients who can speak to the benefits of the method and the value of magazines. If not modeling, how can we illustrate the strength and vitality of magazines? Be prepared to leave this meeting with practical solutions.
PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF
Practical Alternatives to Media and Marketing Mix Modeling
ROMO – An Alternative to Marketing Mix Models
OCTOBER 23, 2008 • 2:30–4:30PM Eastern
Demystifying the Role of Print in Media and Marketing Mix Modeling
There appears to be a downward trend in print dollars – some of which is directly tied to the limited success in demonstrating the role print plays in media and marketing mix models.
The goal of this Print Council meeting was to concentrate on the inputs to such models. Are the inputs restrictive to showing any true ROI? Is the issue comparable data inputs across media? What can we do as an industry to prove the value of magazines using media/marketing mix modeling?
Presentations
Magazines and Marketing Mix Models: A Catch 22? (PDF, 1.3mb)
Measuring Print Advertiising Responsiveness via MMM (PDF, 79kb)
Marketing Mix Modeling Some Perspectives for Magazines: Can Magazines get into the Mix or the Model? (PDF, 378)
Measuring Print ROI ARF Discussion (PDF, 245kb)
JUNE 12, 2008 • 2:30–4:30PM
Print Measurement Evolution
Industry leaders (representing agency, advertiser and publishing interests) have been discussing, debating and ultimately collaborating on the metrics needed to showcase the strength of print. This council meeting is an update on what the leaders have agreed uponrole each of us must play going forward to continue in this collaborative, action-oriented manner (based on findings from the Mckinsey study).
Specifically:
- What metrics do advertisers, agency and publishers agree that we need?
- Wayne Eadie, SVP MPA Research will review findings from McKinsey project
- What do we ALREADY HAVE to meet these needs?
- Where do we have to focus in order to get what we really need?
Presentations
A New Measurement Approach for the Magazine Industry (PDF, 1.1mb)
MARCH 19, 2008
Accountability
In Chicago
Starcom Mediavest Group
As we closed out our January 24th meeting, the members of the Print Council agreed that accountability is the most pressing issue facing the print community today. What is accountability? What are the best practices? How is print compared to other media? Should we focus on individual parts or the whole? Benefits of each?
The ARF Print Council moved this quarterly meeting to Starcom Worldwide in Chicago. Each speaker will be presented their respective approach to measuring a media campaign/plan - with a focus on magazines and online - the multimedia effect measurements that are in place for print and online media, the challenges we face in measuring print in a digital world and finally what the future holds in evolving accountability measurement.
Presentations
Cross Media Measurement A New Approach to Tracking (PDF, 1.1mb)
Managing Print and Online Going Forward (PDF, 1.5mb)
Measuring Effectiveness of Cross Media Campaigns (PDF, 1.7mb)
JANUARY 24, 2008
Planning, Buying and Developing Tools: Currency for the New Millennium?
Our 2008 kickoff session focuses on planning & buying in the new Millennium, with a focus on cross channel needs. This session will kick off with brief presentations from a group of research vendors reviewing their recently released cross-channel tools. This will be followed by feedback from an esteemed group of agency buyers and researchers. The agency panel will discuss their changing needs for planning, buying and accountability focusing on new challenges and cross-channel planning and execution as well as respond to the vendors presentations.
Here’s a quick overview of participants:
New Challenges on Planning, Buying and Accountability and Cross Channel Resources
AGENCY BUYERS:
Scott Kruse – Mediacom
Maggie Connors – FCB
Jack Hanrahan – Hanrahan Media Services, LLC
AGENCY RESEARCHERS:
David Shiffman, MediaVest
Nick Plakoris, Time Inc.
Karen Ring, Universal McCann
Opinions on Data Usage
VENDORS:
Julian Baim, Mediamark Research & Intelligence
Steve Witten – JD Power & Associates
Carrie Beeman – Audit Bureau of Circulations
Bob Shullman, Mendelsohn Media Research
Don’t miss this opportunity to find out what the research and agency buyers and sellers consider the biggest challenges for us!
PRESENTATIONS
New Initiatives at MRI (PDF, 92kb)
ABC's New Multimedia Tools (PDF, 876kb)
Mendelsohn’s Syndicated Surveys (PDF, 28kb)
Integrated Media Planning Tool: Practical Uses for Data Fusion (PDF, 300kb)
DECEMBER 5, 2007
Print Measurement
Meeting Notes (PDF, 23kb)
CHAIRS:
Judy Bahary – Starcom Mediavest Group
Steve Douglas –DJG Marketing LLC
The co-chairs began the meeting by discussing the Worldwide Readership Research Symposium (WRRS) that took place in Vienna this past October. This event attracted Steve Douglas, who has been attending the Symposium annually since 1981, as well as over 250 other delegates from 39 countries.
The WRRS included the presentation of 58 papers and various networking opportunities for the intellectuals who attended. Although the price tag was a bit steep at over $6000, Steve feels that this is justified due to the quality of the audience: it is composed of experts whom one would want to listen to and criticize their work. It was later commented at the Council meeting that a negative aspect of the price tag is how it dissuades attendees from Asia. This creates a problem for everyone – as diversity of papers and ideas is a key reason why a Symposium of this nature would be very successful.
Of the 58 papers presented, Steve categorized a list of the best 40 (PDF, 32kb). He then gave a brief overview of the most impressive papers from those 40.
Following the discussion of the papers, the co-chairs invited the Council members to discuss the issues facing the print industry, which could be used to tailor the Council agenda for 2008. The two main concerns that came up were in regards to research quality and cross-media measurement. In terms of quality, it was noted that there needs to be some type of “quality control” system, especially on the internet. It is difficult to measure online readership for print, and to establish standards for how this should be done. As for cross-media, the print industry is facing a problem in understanding what constitutes reach. There are different measurements for the media: for example, print uses vehicle exposure, television uses the 15 minute audience, and outdoor adverting uses miles driven. We need to have one uniform measurement.
Steve and Judy then announced that Britta Ware will join as a third co-chair of the Print Council in 2008, and went through an overview of Council events in 2007: they started the year talking about online and printed copy measurement and ended the year talking about fusion and providing a perspective of WRRS.
JULY 31, 2007
Print Readership Data Fusion
Over the course of the year, the Print Council has been exploring the issues around digital distribution and measurement of print media. On Tuesday, July 31st from 2:30–4:30PM we will continue our discussion, focusing on the latest of innovations in print and digital media fusion. Julian Baim and Jim Collins of MRI will join us to present MRI’s new data fusion. Their presentation will focus on the development of this fusion and differentiating it from other data fusion available today.
Following the presentation, we’ll hear from a panel of researchers from some of the major print and online magazine publishers about how they intend to use MRI’s new fusion.
Register today to learn and be a part of this very pertinent discussion!
SPEAKERS
Julian Baim –MRI
Jim Collins – MRI
PANELISTS
Bruce Rogers – Forbes.com
Presentations
Multi-Channel Media Coverage (MRI) (PDF, 80kb)
May 8, 2007
Print Media Readership Differentiation and Measurement
Join us on May 8th from 2:30–4:30PM for the next ARF Print Council Meeting as we continue our discussion about the issues around digital distribution and measurement of print media. At this meeting we will focus on how researchers are differentiating between web readership and print readership, as well as the strategies they are using to measure web usage among the populations they currently measure for their print distribution.
We’ll hear from J.D. Power & Associates, who have a new data fusion tool for analyzing web, print and dual consumption. Representatives from Millward Brown/IntelliQuest will discuss their strategies for digital readership tracking. We have also invited Kantar Media Group and Monroe Mendelsohn Research to talk about how they are addressing this growing concern. After we hear from our speakers, we’ll engage in some discussion about the strategies presented and how they address the issues around digital distribution of traditional print media.
Register now to hear from experts, share and enhance your knowledge about print media readership and usage measurement.
SPEAKERS
Gene Cameron, J.D. Power & Associates
Barbara Graham, Eric Melton and Deb Ploskonka, Millward Brown/IntelliQuest
Walter McCullough, Monroe Mendelsohn Research
Annette Nazaroff, Kantar Media Group
PRESENTATIONS
Tracking Branded Media Usage in the Digital Space (Millward Brown) (PDF, 228kb)
Understanding Total Audience for Multi-Platform Brands (J.D. Power & Assoc.) (PDF, 344kb)
JANUARY 9, 2007
Print and Online Media Measurement
At the last two ARF Print Council meetings, we cataloged many questions facing newspaper and magazine publishers as digital distribution becomes a larger part of their business. On January 9, 2007, we’ll continue the discussion. As part of the efforts of the ARF Print council to better understand the current print and web measurements and how they will be evolving in the future, we have invited several experts in the field to share with us where they are now and how they will be evolving their measurement of print and/or web media. After hearing from our expert speakers, we’ll have an open discussion to talk about the future of print and online measurement.
SPEAKERS
Julian Baim, MRI
Gregg Lindner and Bob Cohen, Scarborough
Jack Flanagan and Lynn Bolger, comScore
Marc Ryan, Nielsen//NetRatings
Bruce Johnson, Audit Bureau of Circulation
Ellen Romer, Simmons
PRESENTATIONS
Print & Online Metrics (PDF, 424kb)
MRI Magazine Initiatives (PDF, 100kb)
Measurement Evolution (PDF, 100kb)
Print and Online Media Measurement (PDF, 388kb)
comScore Media Metrix Methodology Overview (PDF, 324kb)
OCTOBER 11, 2006
Measuring Print in the Digital Age: Part II
In the last ARF Print Council, we cataloged the many questions facing newspaper and magazine publishers as digital distribution becomes a larger part of their business. Our upcoming meeting on October 11th will be used to discuss one of those critical questions: "How do buyers and sellers currently evaluate or sell Web and print offerings?"
From the buyer’s side we will have Brenda White of Starcom, Scott Kruse of Mediacom, and Dave Smith of Mediasmith, inc. From the seller’s side we will have representatives from Forbes/Forbes.com (Bill Flatley and Bruce Rogers), ESPN (TBD), Web MD (John Haskin) and the New York Times (Kathy Mahoney). These industry leaders will provide their knowledge of current industry practices, and share their ideas on where the industry is heading. Question and debate to follow.
JULY 12 , 2006
Measuring Print in the Digital Age
Print has been rapidly innovating the way in which it delivers content via digital platforms. Of course, appropriate measurement methods are critical to determining the success of these innovations. The council will be learning how the major players in the industry are meeting the new measurement challenge.
Council Chairs
Judy Bahary – Starcom Worldwide
Judy Bahary knows how important research is to developing consumer insights and enhancing ad media investment strategies. After all, she has played a collaborative role in every Starcom research assignment conducted since she joined the agency in 2001. Starcom, a media services agency designed to optimize ad messaging through engaging consumer contact, has been guided greatly by the comprehensive research work that Bahary and her colleagues execute and analyze year-round. In her role within the Starcom Insights and Analytics Group, Bahary focuses most of her time on proprietary studies. Her work provides the agency and its clients with the statistical research and insights needed to fuel future campaigns and media investments.
Recently, she managed the fieldwork for a proprietary print engagement study which uncovered the factors that drive readership and magazine circulation. This study garnered press in prominent trade publications such as Mediaweek and Advertising Age, and served as the centerpiece of Starcom's 2004 Turn The Page conference aimed at pushing forward opportunities with the medium industry-wide. Another publicized 2004 study she conducted illustrated the media behaviors of value voters with regards to their television viewing habits.
Bahary joined Starcom in April 2001, recruited to work on all Starcom accounts within the Insights and Analytics Group. Besides her intensive work at the agency, she lends her expertise to a number of external organizations. Bahary serves as VP/programming for the Media Research Club of Chicago and Council Chair for the ARF's Print Committee. She previously chaired the Advertising Research Foundation (ARF) Sunday Supplement sub-committee. For the past few years she has also been a member of the advisory committee for the Audit Bureau of Circulation's subscriber profile committee.
She received a B.A. in International Relations from the University of Wisconsin in 1988. Born and raised in Chicago, she continues to live and work in the Windy City. In her spare time, she can be found hanging out with her nieces and nephew, sailing, learning French and studying the history of the Jewish culture in Iraq.
Steve Douglas –DJG Marketing LLC
Steve, a leading global authority on media research, co-founded DJG in 1993 and serves today as EVP, Research for the firm. He has created unique research and analysis to better understand print readership and the role magazine advertising plays in the communication process. Steve is dedicated to print readership research and serves as the U.S. Coordinator of the Worldwide Readership Symposium, a bi-annual print research conference and is a past Chairman of the MPA Research Committee. He also headed the ARF Print Council for 3 years.
His background includes important posts in the publishing, ad agency and research supplier industries, including J. Walter Thompson; TGI, the precursor of MRI (Mediamark Research); and Newsweek and U.S. News and World Report. While at Newsweek, Steve developed the classic "Eyes On" research, a study of audience attentiveness levels to TV and magazine advertising. He also created the landmark audience accumulation models still in use today. At U.S. News, he designed the research program that led to the magazine's successful redesign as "News You Can Use." Steve is an innovative researcher on how magazines build audience, including authoring significant research papers on the topic such as "The Profit Per Copy Model" and "Public Place Data – How to Use it for Audience Management".
Britta C. Ware – Vice President, Research Solutions, Meredith Corporation
Britta C. Ware was hired as Director of Corporate Research in August 2004, promoted to Executive Director in July 2005 and Vice President in June 2007. She is responsible for research for all of Meredith’s National Media Brands (including three of America’s top 10 in terms of circulation: Better Homes & Gardens, Family Circle and Ladies’ Home Journal) and the Meredith Women’s Network, including leading women’s websites.
Prior to joining Meredith, Britta was the Director for U.S. Advertising Research at Reader’s Digest responsible for all of the U.S. advertising research functions of the Reader’s Digest and its special interest titles. Before joining Reader’s Digest, Britta worked on the media side of advertising agency in the NY offices of Saatchi & Saatchi Advertising as Vice President, Associate Media Director, primarily on CPG business, and prior to moving to NY, she held media planning positions in the San Francisco offices of Foote, Cone & Belding and Dancer, Fitzgerald, Sample.
Britta has written and presented papers at numerous industry events covering issues related to advertising effectiveness and magazine readership, including a paper at the last four Readership Symposia. She was on the leading edge of the “engagement” movement when she developed the “Involvement Index” and authored a “book” entitled “The Involvement Index: A Study of Consumer Attitudes and Advertising Potential in Magazines”. In addition, her focus has been on the drivers of ad effectiveness (including quantitative proof of the role advertising creative plays in the equation, and the importance of magazine inputs for Media Mix Modeling),
Most recently, she’s excited about being on the forefront of the transformation of research from data delivery to story-telling, particularly the role of “listening” to generate consumer insights. She recently co-authored a paper with Communispace entitled: “Meredith’s Silver Bullet: Leading with Market Knowledge and Innovation. Women are Talking. We are Listening”, focusing on the benefits of really listening.
Britta consistently challenges herself and her team to look for ways to improve and simplify, with the goal of providing practical, user-friendly, actionable information grounded in consumer insight. One of her goals to raise the level of interest in research beyond the research community by providing practical solutions and tools – simplifying the complicated.
Britta is active in numerous industry groups including the MPA Research Committee (former chair), ARF Print Council (co-Chair), MRC, TNS Advisory Committee, Media Research Council, PIB Technical Advisory Board, ABC and AWN, and is on the board of directors of the Advertising Research Foundation.
Britta is a graduate of the University of New Hampshire with a BA in German. She lives in Pleasantville, New York with her three children (Natalie 16, Nicholas 14 and Julia 11) and her yellow lab, Milo.
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NOTE: ARF Council sessions are closed, member only sessions and cannot be covered by the press without prior approval from the ARF President & CEO.
Council’s mission
To assess the contributions to media planning of existing syndicated media research, propose improvements when warranted, and to focus on issues in print research.
The council continues to encourage participation of the leaders in print industry, and would like to extend invitations to the buying and selling community to help dimensionalize application of the issues and insights for application to a real world environment.
Meeting/registration notes
Council meetings are open to ARF members only. Learn more about the benefits of ARF membership.
Meetings are listed in Eastern Time and held in our New York City office unless otherwise noted.
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