Print Council

Council Chairs »

Upcoming Meetings

OCTOBER 23, 2008 • 2:30–4:30PM EDT

Topic to be decided.

Previous Meetings

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?

View agenda »

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 will be moving our quarterly meeting to Starcom Worldwide in Chicago. Please join us in a discussion with representatives from Dynamic Logic, Millward Brown, Marketing Evolution and Insight Express. Each speaker will be presenting 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)

1:30–1:35PM (2:30–2:35PM EDT)

Welcome
Marc Nightingale, The ARF

1:35–1:45PM (2:35–2:45PM EDT)

Introductions
Judy Bahary, Starcom Worldwide
Steve Douglas, DJG Research (virtual)
Britta Ware, Meredith Corporation

1:45–3:05PM (2:45–4:05PM EDT)

Presentations
Each speaker will be presenting 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. 

1:45–2:25PM – Kara Manatt, Dynamic Logic and Doron Wesly, Millward Brown
2:25–2:45PM – Dave Gantman, Marketing Evolution
2:45–3:05PM – Molly Hislop, InsightExpress

3:05–3:20PM (4:05–4:20PM EDT)

Q & A

3:20–3:30PM (4:20–4:30PM EDT)

Next Steps & Wrap Up
Judy Bahary, Starcom Worldwide
Steve Douglas, DJG Research (virtual)
Britta Ware, Meredith Corporation

JANUARY 24, 2008

Planning, Buying and Developing Tools: Currency for the New Millennium?

Join us at the first print council meeting of 2008 as we welcome an additional co-chair, Britta Ware – Vice President of Research Solutions from Meredith.

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 Research

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.

On the agenda for 2008, they will continue the discussion on the issues around digital distribution and measurement of print media.  They will also investigate the need for application or modification of (new) print currency. Finally, they will discuss cross media integration and evaluation, and the evolution of measurement of new technology.  Speakers for upcoming meetings have already been identified.

Past Meetings

1. Truly, Madly, Deeply Engaged: A Study of Youth and Media Technology
2. How Can You Judge the Quality of Data Fusion
3. Single Source Measurement and Modeling

2008 Topics

1. In the spirit of this year’s Olympics it’s time to put all of our training to good use and answer:
2. What do we know or what do we think we know about Advertising Effectiveness, Engagement and Fusion?
3. Meetings will cover: Fusion, Engagement and Channel Planning.

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 Research

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 publishing properties, including 20+ consumer titles (including three of America’s top 10 in terms of circulation: Better Homes & Gardens, Family Circle and Ladies’ Home Journal), 150 Special Interest Titles, Integrated Marketing and Hispanic Ventures.

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 four special interest titles.

Before joining Reader’s Digest, Britta spent 8 years in the NY offices of Saatchi & Saatchi Advertising as Vice President, Associate Media Director, responsible for media planning primarily on the Procter & Gamble business. In the six years 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 developed and presented papers at a number of industry events covering issues related to advertising effectiveness and magazine readership, including a paper at the last two 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”. More recently her focus has been on the drivers of ad effectiveness, including quantitative proof of the role advertising creative plays in the equation.

Britta consistently challenges herself and her group to look for ways to improve and simplify, with the goal of providing practical, user-friendly, actionable information. 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 Chair active in several industry groups including the MPA Research Committee (former chair), on the board of directors of the ARF, MRC, CMR Advisory Committee, Media Research Council, PIB Technical Advisory Board, ABC and AWNY.

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 14, Nicholas 12 and Julia 9).

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