Articles of Interest

Wednesday, November 24, 2004

Power Metrics magazine buying power article

MediaDailyNews 11-24-04
Agencies Flock To New Mag Study, Measures Reader's 'Buying Power'
By Michael Shields
Monday, November 22, 2004
Add another name to the growing list of companies that are attempting to up the ante in magazine research.

Three-year-old Advertiser Perceptions Inc. is set to release the results of a pilot research study, Power Metrics, which they say will give planners a way to rank publications based on the buying power of their audiences.

And with ROI at the forefront of many marketers' minds, particularly in the magazine business, Advertiser Perceptions says they have signed up 11 of the top 13 agencies to use Power Metrics, including Zenith, Carat, Mindshare, and Mediaedge:cia.

CEO Ken Pearl believes that Power Metrics, which will release its first official wave of data in February, goes beyond audience research or even new measures of reader involvement. "We cut to the heart of it," he said. "Do they buy or don't they buy?"

Conceptually, Power Metrics is relatively simple. A panel of 7,500 respondents from a larger Harris Interactive database is asked two sets of questions, which are then cross-referenced. "Basically, it is 'What magazines do you read?' and 'What do you buy?'" said Pearl.

Power Metrics can produce rankings by specific brands, products, and categories. Theoretically, planners could select magazines that rank highly against purchasers of their product or a competitor's brand.

Power Metrics also purports to measure the reading habits of brand influencers--i.e., those that claim to tell their friends what to buy, which would likely appeal to advertisers of high-ticket items like autos or technology.

Pearl is adamant about not being considered a competitor to Mediamark Research (MRI), despite the fact that the company's twice-a-year magazine survey does include product data.

"MRI has usage data," he said. "The big differentiator [for Power Metrics] is the purchase intent information."

Another major competitive advantage Pearl sees is speed. "Most syndicated research comes out once or twice a year, and has a huge lag time," he said.

Power Metrics will come out quarterly, and the numbers are compiled within 30-45 days after the study is conducted (Pearl says that MRI takes much longer to release data).

Of course, Power Metrics will not measure actual return on investment tied to any specific magazine advertising campaign; it goes no further than identifying magazine readers who are buyers of particular products. But advertisers appear to be swayed.

"We're looking forward to utilizing Power Metrics in our planning and evaluation of print media," said Steve Greenberger, Senior Vice President, Director of Print Services, ZenithOptimedia, in an Advertiser Perceptions press release.

In addition to Power Metrics, Advertiser Perceptions also produces the Advertiser Intelligence Report, which provides 65-plus publishers information on how their magazines are perceived by the media buying community.

12 Comments:

At 6:21 PM, Blogger Marmelade said...

Hello, I think maybe I'm not so smart about all this blogging stuff. I've been searching for information on Boca Raton Agent but I ended up at Power Metrics magazine buying power article. Seems like a stretch, doesn't it? Not sure where my site fits into all this. Guess it takes time to figure it out. Anyway, I enjoyed stopping by your blog and I wish you happy blogging.

 
At 6:41 AM, Blogger Mushroom said...

Hi ... After suffering through the tree-busting, home-wreaking destruction of Hurricane Wilma, and being away from the Internet for well over a week because Adelphia broadband blew away in the wind, it''s nice to read things like your blog. Even though I really am searching for information on Boca Raton Broker that I might be able to use in my site ... thanks for the read.

 
At 5:55 AM, Blogger Lewis said...

Hi, Made it through the hurricane (Wilma) down here in Florida and it knocked out any chance of blogging for well over a week. I keep searching for Boca Raton Agent information that I can incorporate or link to in my site ... anyway, I stumbled across your blog in my journey. Glad I did. Interesting.

 
At 9:50 AM, Blogger Lewis said...

Hello, I started suffering from a blogging deficit disorder because Hurricane Wilma came crashing through our lives in Florida and stopped me from surfing a few hours a day. I spend most of my time looking for Boca Country Club Realtor information that I can use in my site ... but I like to take a break every now and then and hit the "next url" link at the top of the page. Which brought me to your blog ... and I just wanted to thank you for the look at something other than hurricane damage and my own business. Thanks.

 
At 12:24 PM, Blogger Roach said...

Hello, I think maybe I'm not so smart about all this blogging stuff. I've been searching for BocaCC Broker information, but I ended up at your blog. Seems like a stretch, doesn't it? Not sure where my site fits into all this. Guess it takes time to figure cyberspace out. Anyway, I enjoyed stopping by your blog and I wish you happy blogging.

 
At 1:50 PM, Blogger NotApp said...

Hi. After suffering through the tree-busting, home-wreaking destruction of Hurricane Wilma, and being away from the Internet for well over a week because Adelphia broadband blew away in the wind, it''s nice to read things like your blog. Even though I really am searching for Boca Raton Broker information, which I might be able to use in my site ... thanks for the read.

 
At 5:04 PM, Blogger Roach said...

I always think I’m wasting my time slogging thru the blogging … hit the “next url” and scratch my head trying to figure out what the new blog’s message actually means … if there IS a message. I feel a little guilty not working on my Boca Raton real estate site. But not THAT guilty. I enjoyed your blog. Good read. Keep it up.

 
At 1:55 PM, Blogger NotApp said...

Rant #104: Now we’re facing yet another storm threat here in south Florida … this time from a record-breaking weather front called Gamma. If it mirrors the track of Wilma, then all the homes with blue tarps – weakened roofs – will become sitting ducks … actually, soggy ducks. I have a hard time working on my Boca Raton real estate site when I know the howling winds are scaring away any chance of normal buying and selling in the area. More fun to hit the “next url” at the top of the page and check out YOUR blog :o)

 
At 1:37 PM, Blogger Maja said...

Hello, I started suffering from a blogging deficit disorder because Hurricane Wilma came crashing through our lives in Florida and stopped me from surfing a few hours a day. I spend most of my time looking for Boca Raton Realtor information that I can use in my Boca Raton real estate site ... but I like to take a break every now and then and hit the "next url" link at the top of the page. Which brought me to your blog ... and I just wanted to thank you for the look at something other than hurricane damage and my own business. Thanks.

 
At 2:38 PM, Blogger Lewis said...

Suicide Spammers Alert

Most of us agree that “spamming” is a growing problem on the internet. But now it looks as if the spammers are shooting themselves in the foot. They seem to be committing mass suicide. Because, by using spamming software to “automate” their competitive efforts, they are raising their hand in the cyber classroom and identifying themselves as … well … spammers worthy of internet contempt.

Many of these “spammers” are small-time entrepreneurs searching for a spotlight in a medium (the internet) which is being bought and paid for by Big Guys with oversized ad budgets. In other words, the small-time entrepreneurs see the “spamming software” as a way of competing with the swollen internet expenditures of Fortune 500 companies.

Now comes news that it may not be working for the little guys. They may be making themselves even smaller by identifying themselves to the large search engines such as Google, AltaVista, AllTheWeb, Teoma and Yahoo!

Let me share with you my own experience with Blog Submitter Pro V.Search. It’s a popular, heavily-marketed “spam machine” which posts comments to blogs, either automatically or semi-automatically, depending on a user’s settings. And, yes, I bought it because I am one of those small-time entrepreneurs looking for attention in a cyberspace bought and paid for by Big Guys with oversized ad budgets.

On Nov 8th 2005, I began pointing Blog Submitter software to one of my real estate sites. At the time, my site “ranking” on major search engines was reasonable, but not great.

I purchased Blog Submitter Pro after many months of trying to claw my way up the cyberspace ladder on a peanut-sized budget. Prior to using the software, my site popularity numbers were: Google: 27 links … AltaVista: 589 links … AllTheWeb: 584 links … Teoma: 30 links … Yahoo!: 595 links and MSN: 10 links.

I have run Blog Submitter Pro V.Search quite a bit between then and now. Some glitches appeared, but overall I felt it was an OK piece of software … or at least a clever one. The fact that it would often post repeatedly to the same blog was a serious problem, but I still felt the program was delivering a shot at cyber stardom. My blogger “comments” were well thought out, and they posted accurately. They were innocuous and unobtrusive messages. An example or two of my typical comments:

Hi. After suffering through the tree-busting, home-wreaking destruction of Hurricane Wilma, and being away from the Internet for well over a week because Adelphia broadband blew away in the wind, it’s nice to read things like your blog. Even though I really am searching for information on Boca Raton Real Estate, which I might be able to use on my Boca Raton real estate site ... thanks for the read.

Or this:

Blog-skipping is the latest cybersport … sort of like skipping stones across the water … see how many blogs you can ripple through before your fingers stiffen up. It’s an amusing break from working on my Boca Raton real estate site . Your blog has slowed me down a little, because I enjoyed the read. Still … off I cyberskip to the next site :o)

I had a minimum of ten such messages whenever I turned on Blog Submitter Pro V.Search, validated by ten different sets of “credentials” (blogs I have at Blogger.com, proving I’m a fellow blogger and kindred internet spirit).

My messages were posted on thousands of blog sites, and the sites were then automatically “pinged” to let the search engines know a post had been made. Then the search engine would come and look at the post and it would be “fooled” into thinking that the site which the post pointed to – my site – was a worthwhile, busy entity in cyberspace.

The first hint of a letdown came when three of my credentials (blogs I have at Blogger.com) were tagged by the Blogger folks as “SPAM BLOGS” … a DIRECT result of using Blog Submitter Pro V.Search software.

Didn’t take them long to figure out I was a dreaded spammer. And that, sadly, turns out to be the GOOD news.

My site popularity ranking on major search engines (the result of many months of hard work prior to using Blog Submitter Pro) was, in my opinion, badly damaged. The exact numbers as of this writing are: Google: 27 links (as before) … AltaVista: 283 links (a drop of 306 links) … AllTheWeb: 71 links (a drop of 513 links) … Teoma: 30 links (as before) … Yahoo!: 286 links (a drop of 309 links) and MSN: 96 links (an increase of 86 links).

I attribute this damage directly to the use of Blog Submitter Pro V.Search software. I expect my rankings on Google and Teoma to slide on the next update from their search engines (which seems to happen about once a month). I am sure the increase in MSN will also seriously reverse.

To say I am disappointed in the software would be a gross understatement. I am only glad that I had the foresight to use it on a single website, and not on all of my websites. I will continue to use it on the damaged site to see if it continues to hurt, rather than help. And I will report back to anyone interested. The site in question is http://www.bocasite.com.

My e-mail is temple@bocasite.com.

Good luck, folks. I think, with this software, we are well on the road to identifying and, ultimately, watching the suicide of a lot of spammers. And I intend to use the software itself to propagate the message. Poetic justice rules. Spread the word.

 
At 7:27 AM, Blogger Peter said...

Hi Art Sindlinger,
During my search for information about articles for publishers, I found your Blog,
although Power Metrics magazine buying power article isn't exactly what I was looking for, I like the topic and the way you wrote it. My interest goes out to articles for publishers related information, but I always admire a well written post.

 
At 1:52 AM, Blogger Peter said...

Hi Art Sindlinger,
Your blog is wonderful, although Power Metrics magazine buying power article isn't exactly what I was looking for: free articles, but I like the topic and how you wrote it. I am more interested in free articles, but during my search for more information I discovered Power Metrics magazine buying power article, certainly one of the finest blogs I have seen lately!

 

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