Vandaag, 31oktober 2007, is het dan eindelijk zo ver: de start van MEDIAH bvba wordt bekend gemaakt via een Persbericht. Ik wens mezelf alvast veel succes!
Archive Page 2
At the Worldwide Readership Symposium in Veinna we presented a paper describing how we succeeded to create a real cross media planning tool for magazines and television. This tool builds further on the Weekly Advertising page Reach project that was presented at the previous symposium in Prague.WAR reports the daily reach of an average page in a specific issue (not issue specific reach but an average of specific issues) for magazines. Three elements are crucial: time (day and daypart), proportion of pages looked at and number of pick ups of the issue per day. The data were collected through a traditional recent reading questionnaire and a two weeks reading diary. In the recent reading questionnaire we had put some questions about the tv viewing behaviour of the respondents. The idea was that maybe, if the magazine planning tool proved to work, we could later develop it further into a cross media planning tool…And that is exactly what we have done. The full paper reports on the background and the methodology of the project. And, it also reports on two practical cases that illustrate how the data can be used to improve the effectiveness of tv + magazine plans.To download the paper: Real Cross Media Planning for Television and Magazines
