Panno’s appointment parallels the expansion of MediaVision, Telmar’s philosophy and platform that ensures accountable advertising outcomes through integrated marketing and media planning processes.

Telmar’s alliance with Rex Briggs’ Marketing Evolution has helped advance MediaVision by dynamically incorporating key performance indicators into media planning. Panno will continue to take a lead role in this venture as a champion of both real time, and ROI-centric media planning.

“With marketers both having access to and grappling with large amounts of data, new media alternatives, a changing consumer purchasing dynamic and multiple technology platforms, the industry needs professionals with vision and the capacity to create meaningful solutions. Corey Panno is exactly that type of leader,” said Stanley Federman, Chairman and CEO, Telmar.

Panno added, “It is an exciting time for Telmar, and the industry. I’m looking forward to challenging ourselves and our clients worldwide to explore new models of media planning efficiency and efficacy.”

A media planning expert, prior to joining Telmar in 1989, Panno held media planning roles both on the agency and client sides at J. Walter Thompson and the Bristol-Myers Company, respectively. Panno joined Telmar as an Account Executive, and was quickly promoted through the positions of Manager of Client Services, Director of Product Quality and Production, and the corporate position of Global Director of IT and Product Design.

In his 20 + year tenure at Telmar, Panno has stewarded significant periods of growth, particularly in the design and development of Telmar’s unique software distribution system, eTelmar, and many of Telmar’s software and data management products and services. Mr. Panno has been President of Telmar’s US and Canadian Business Units and a member of the senior management team for Telmar Group Inc. since 2009.

About Telmar
Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, digital and print publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For digital and print publishers, broadcasters and outdoor operators, Telmar offers the ability to collect, store and manage media research for media planning, media sales, revenue management and optimization. Telmar has offices around the world and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.telmar.com.

^{Wednesday 22 February 2012}

^at

^{The Fairway Hotel & Golf Resort, Setperk Street, Randpark, Randburg}

^{Gauteng Province, South Africa}

^Theme

^{Media Research Challenges – Dawn of a New Age:}

^{Measurement in a Multi-Platform Future}

^{REGISTRATION FORM – SYMPOSIUM}

Measurement in a Multi-Platform Future

This is the eighth SAARF Symposium to be held by SAARF to provide all our stakeholders from the advertising, marketing, media and research industries the opportunity to be informed by leading international experts in the field of Media Audience and Product/Brand Research. Attendees will be able to share in the latest thinking about our digital future and life in a multi-platform world.

Topics such as the future of readership measurement and the status of internet audience measurement will be addressed and there will be opportunities to discuss how audience measurement is evolving to face new needs in the media landscape.

Speakers that have been invited are from the UK, the Netherlands, Australia and the USA and are all well-known international experts and leaders in the field of media audience research.

· Leendert van Meerem, Managing Director Intomart GfK Group, The Netherlands

· Megan Clarken, Managing Director- Media; Asia Pacific, Middle East and Africa – Nielsen, Australia

· Andrew Green, Chief Marketing Officer, Ipsos MediaCT, UK

· Pete Doe, Senior Vice President, Data Integration, The Nielsen Company, USA

· Kate Bramich, Director, MediaCT, Ipsos MORI, UK

The Symposium will take place on the Wednesday 22 February 2012 and Registration will start at 08:30

The Symposium will end with Cocktails and there will be sufficient time for questions and one-on-one discussions with the International speakers during breaks and during the cocktail party

Sponsors

Companies who are interested in sponsoring towards the conference are invited to contact Fiona (Fiona@saarf.co.za). Sponsors will be acknowledged in the run-up correspondence and at the event

Provisional Programme

08:30 Registration

SESSION 1

Chair: Dr Paul Haupt, SAARF CEO

09:00 Opening and Welcome, Paul Haupt, SAARF CEO

09:20 Leendert van Meerem, Managing Director Intomart GfK Group, The Netherlands

The Digital Consumer

The last two years has shown a dramatic growth in the development of the Digital Consumer. Smart phones and Tablets bring new functionalities that very rapidly transformed the consumer into a 24/7 mobile internet user. “Apps” is the buzzword.

Intomart GfK monitors this development every 6 months and the changes are shown.

Is print dead, television under threat or are these developments creating new readers, viewers and listeners? And finally, how do we measure all this in future?

10:05 Andrew Green, Chief Marketing Officer, Ipsos MediaCT, UK

The Future of Readership Measurement

In this presentation, Andrew looks at some of the key measurement challenges facing newspapers and magazines, as audiences increasingly embrace digital platforms and publishers have to fight even harder for scarce advertising revenues.

10:50 Tea/coffee/refreshments

SESSION 2

Chair: Dr Tiffany Tracey, Senior Technical Support Executive, SAARF

11:20 Megan Clarken, Managing Director–Media; Asia Pacific, Middle East and Africa-Nielsen, Australia

Accountability in Digital Media

The global trends in digital media across Online, Mobile and Social and the movement towards convergence of Media Platforms will be covered. The accountability that exists in the traditional media space and the need for this to extend across Digital Media in order to grow AdSpend, will be addressed. Examples of markets that have successfully implemented a measurement currency for Online and why this has been necessary, with specific reference to the recent Australian tender process, will be discussed. In closing, it will be shown how this fits into a converged media world and some take aways for the future will be given.

12:05 Leendert van Meerem, Managing Director Intomart GfK Group, The Netherlands

Internet measurement in the Netherlands

If we look at the Web as a new separate medium it needs an audience measurement currency. In many countries the audience measurement of the Internet is under discussion. Concepts such as user centric, site centric, small panels, big panels, cookies, tags, toolbar applications, reliable measurement of private usage in the office, at work all are part of this debate.

This discussion in the Netherlands has led to a new total approach to the Internet currency from 2012.

12:50 Lunch

SESSION 3

Chair: Mpho Mathebula, Technical Support Executive

14:00 Kate Bramich, Director, MediaCT- Ipsos MORI, UK

Radio Measurement in a Digital UK

This presentation will focus on the short term and long term objectives of RAJAR, the UK’s radio audience measurement survey, within the context of the UK marketplace and digital trends.

14:45 Pete Doe, Senior Vice President, Data Integration, The Nielsen Company, USA

Making better bets: improving targeting reliability and precision

Using brand target data can improve the precision of advertising planning compared with standard demographic planning. However, the cost of this improved precision is predictability: more precise targets have smaller sample sizes and research findings are therefore less stable. This paper shows how we can systematically identify reliable target index data, whatever the media and the targets being considered.

15:30 Tea/coffee/refreshments

SESSION 4

Chair: Dr Michelle Boehme, Technical Manager, SAARF

16:00 To be Confirmed

16:45 Summary and close, Michelle Boehme, Technical Manager, SAARF

NOTE:　 SAARF reserves the right to make changes to the programme as dictated by the availability of speakers or due to any other circumstances.

^{CLICK HERE FOR THE REGISTRATION FORM}

The Theme of the conference is “Harnessing the Power of Research: Lessons from the Continent”.  Presentations will address a wide range of subjects such as Television audience research methodologies, as well as the measurement and status of Radio, Print, Internet and Outdoor in Africa.

Updates on media audience research activities from countries from all parts of Africa will be given.

Do not  miss this opportunity to network with key players in the African Media Research world – we look forward to seeing you in Senegal.

Jennifer Daniel – President of Pamro

This is your last chance to register for the 13th PAMRO meeting and All Africa Media Research Conference which will take place from 21 – 24 August 2011 in Dakar, Senegal at the Le Méridien President Hotel.

Closing date for registration is Friday, 12 August 2011.

FINAL PROGRAMME

13^TH MEETING OF PAMRO AND ALL AFRICA MEDIA RESEARCH CONFERENCE

(Sunday 21 August 2011 – Wednesday 24 August 2011)

Le Meridien President Hotel, Dakar, Senegal

- CONFERENCE THEME -

“Harnessing the Power of Research: Lessons from the Continent”

SUNDAY 21 AUGUST 2011: Registration and Get-together Dinner

17:00-19:00       Pre – Conference Registration

19:00                GET-TOGETHER DINNER (Cash bar)

MAIN CONFERENCE PROGRAMME

DAY ONE - MONDAY 22 AUGUST 2011

08:30                Registration (cont)  (Tea/coffee)

SESSION ONE

Chair

Jennifer Daniel, President, PAMRO

09:00                OFFICIAL OPENING: WELCOME & INTRODUCTION OF SPEAKERS

Jennifer Daniel, President, PAMRO

09:30                KEYNOTE ADDRESS

Hon Moustapha Guirassy, Minister of Communication and Telecommunication in charge of New Technologies and Information, Senegal.

10:00                THE IMPORTANCE OF MEDIA AND MEDIA RESEARCH IN AFRICA

Amadou Mahtar Ba, Chief Executive, African Media Initiative

10:30                TEA/COFFEE

SESSION TWO

Chair

William Mollah, CEO, Consumer Behaviour Research and Consultants Ltd

11:00                PERSPECTIVES ON NEW MEDIA MEASUREMENT

Keld Nielsen, Global Business Development Director, TNS Media Research, UK

What is New Media? Will Social Media kill Television as we know it? What have we learned so far about New Media Measurement? Experiences and a few case studies from around the world.

11.30                GLOBAL MEDIA TRENDS AND WHAT THIS MEANS FOR AFRICA

Steve Garton, Managing Director, Media, Greater China, Global Head of Media, Synovate, Hong Kong

As the pace of digital adoption accelerates, what are the hot areas which are emerging globally? Where does social media fit into today’s media landscape, and how are marketers creating new ways to hold conversations with consumers? For Africa, are there pointers to leapfrog on the back of new technology? Despite the dizzying pace of change, are there human behaviours and beliefs which remain constant, or which are ready to be tapped in new ways?

12:00                PAMRO PAN-AFRICAN LSM’S

Joe Boniaszczuk, Marketing Science Director, Research International SA (Pty) Ltd, RSA

The paper will introduce the concept of LSM’s, describe why they are the preferred form of socio-economic status segmentation and describe progress in computing an up-to-date PAMRO Pan-African LSM segmentation.

12:30                LUNCH (Cash Bar)

SESSION THREE

Chair

Jonadab Egbowon, Associate Director-Planning & Strategy, Starcom, Nigeria

14:00                GET MORE BANG FOR YOUR MARCOMS BUCKS!

Anne Rayner, Regional Director, Brand Equity & Communications, TNS, Australia

Marketers dealing with the pressures of proliferating options for reaching consumers can often feel stretched to the limit trying to do everything at once and keep up with the latest fad. This explores how marketers can make sure that they are working smart – investing in contacts that are influential and can help differentiate their brands, and eliminate wastage – and shares some lessons that other organisations have learnt in where to prioritise their spend. It is better to do fewer things, excellently – you just need to know what the right things are!

14:30                TAXI TV’S: “HOPPING ONTO THE MEDIA CURRENCY BUS”

Charles Foster, Managing Director, Millward Brown Africa, RSA

This paper highlights how a common media currency for a below the line media channel (Taxi TV) was created similar to that of the more traditional above the line channels used in South Africa. Exploring taxi commuters’ behaviours & opportunities to see advertising, we have got closer to deriving Reach & Frequency data for this relatively new media channel. In addition through ongoing tracking, among thousands of respondents over 3 years, the paper will explore the effectiveness of advertising on Taxi TV, & how this compares to conventional TV advertising in terms of brand awareness, advertising noting and liking.

15:00                CATCH THEM IF YOU CAN

Tomas Bicik, Business Development Director, Mediaresearch, a.s., Czech republic

Lifestyle surveys (LSS) represent a vast information source, which is, in many cases, hard to exploit down to the ground. When the TV audience data are enhanced by LSS, it could be a valuable tool for all sides of the media and advertising market: From the optimisation of a programme scheme for certain hard-to-cover audiences, thru the campaign planning and finally its evaluation. LSS offers wider potential of coverage of special focused audiences for broadcasters on contemporary fragmented TV markets.

15:30                TEA/COFFEE

16:00                HOW TO SEE AFRICA LIKE YOU HAVE NEVER SEEN IT BEFORE

Chris Maroleng, Africa Editor: Head of Department, eNews Africa

This presentation will pose a set of empirical and qualitative facts that significantly challenge some of the prevailing stereotypes and assumptions about the socio-economic position and future of the Africa continent.  The papers main point of departure is that Africa will develop when Africans really believe it can and when we get away from our belief in African exceptionalism.

Chair

Jennifer Daniel, President, PAMRO

16:30                9^th PAMRO Annual General Meeting (Paid up Members Only)

(Non-Members are invited to attend as observers)

18:30                GALA DINNER (Cash bar)

PROGRAMME

Piet Smit Achiever Award: Award for 2011 by the President of PAMRO.

Hall of Fame: Sifiso Falala

DAY TWO - TUESDAY 23 AUGUST 2011

08:00 – 09:00    BREAKFAST SESSION

Sponsored By SES The World’s Pre-Eminent Satellite Operator

THE DEVELOPMENT STATUS OF MEDIA AUDIENCE MEASUREMENT IN SUB SAHARAN AFRICA – How Do We Accelerate It And What Are The Current Challenges and Opportunities Facing Us.

Aichetou Moussa, Manager, Market Development and Marketing, Africa, SES &

Nicholas Bednall, Consultant, Strider brands

Should you wish to attend this Breakfast Session, kindly click on the link to register:  http://www.saarf.co.za/REGISTRATION/pamrosesbreakfast.htm

SESSION FOUR

Chair

(To be Confirmed)

09:00                THE CHANGING FACE OF INTERNATIONAL BROADCASTING IN AFRICA

Joe Hall, Senior Manager, Business Insight, BBC Global News Division &

Kevin Cowan, Insight Manager, Global English and Languages, BBC Global News Division, UK

This paper looks at how rapidly changing media markets in Africa have led to increased commercial interest from not just the BBC but from media companies in general.  It focuses on the contrasting public service and commercial business models the BBC operates, the different business demands and research needs the public and commercial sides of the business have and the need for data to drive ad-sales are key drivers for better audience measurement.

09:30                DIGITAL AFRICA: A NEW PARADIGM FOR  MEDIA IN AFRICA

Vivien Marles: Managing Director, InterMedia, Africa

This paper will explore the transformational effects of the way African’s are able to access media and information and it will challenge content providers to embrace the new generation of media users and re-engineer their traditional approaches by looking at two technological developments that are changing media across the continent.

10:00                THE NEED FOR TRAINING IN BETTER RESEARCH METHODS IN THE CHANGING ENVIRONMENT

Graham Mytton, Chairman of the Board of Directors, InterMedia, UK

Graham Mytton, veteran of media research in Africa, looks to the future of our industry and throws out a challenge to all to put high quality training at the heart of what we do.

10:30                TEA/COFFEE

SESSION FIVE

Chair

Biodun Agbaje, Research & Innovations, Capital Media, Nigeria (TBC)

11:00                ANGOLA 2011 – MEDIA OUTLOOK

Filipa Oliveira, Managing Director, Marktest Angola, Angola

The topics of the presentation are, inter alia, the Angola Media Market, Audiences results from the Angola AMPS 2010, Advertising Spending by Medium and Challenges around the world in 2011.

11:30                CHALLENGES OF DOING FIELDWORK IN AFRICA

Mluleki Ncube, Chief Executive Officer, Quest Research Services (Pty) Ltd, RSA

The presentation will look at the challenges that research houses face when they are doing field work in Africa and the different survey options which clients should consider in some of these countries.

12:00                FROM 0-360° IN UNDER 12 MONTHS

Josephine Bucknull and Peter Masson, Partners, Bucknull and Masson, UK

How Pakistan controlled, funded, designed, conducted, released and trained users to plan and sell with a full 360° Media and Market survey covering over 650 media in 8 media groups and 750 brands in 50 product areas – in less than 12 months.

12:30                LUNCH

14:00                AFTERNOON PROGRAMME

Trip to Goree Island

Dinner at a restaurant in Dakar

DAY THREE - WEDNESDAY 23 AUGUST 2011

08:30                TEA/COFFEE

SESSION SIX

Chair

Philip Okullo, Country Manager, Synovate Ghana

09:00                COUNTRY ACTIVITY REPORTS

Philip Okullo, Country Manager, Synovate Ghana

An interesting selection of activities from a number of member countries will be highlighted. A comprehensive summary from all member countries that submitted information will be provided to all attendees.

09:30                AUDIENCE RESEARCH – HOW THE MEDIA LANDSCAPE CHANGES OVER TIME

Roger Steadman, Executive Director Synovate Pan Africa, Kenya

The Kenyan media landscape has evolved significantly as reported by the second media establishment survey conducted in Kenya in 2011. The dynamics of the media landscape in Kenya and the trends expected in the rest of the continent are discussed. In an age where the populations are urbanizing what opportunities does it create for the media and advertising industries?

10:00                KEEPING YOUR EYE ON THE BALL

Major Tikiwa, Operations, Media and PR Director, Multimedia Zimbabwe, Chairman Zimbabwe Advertising Research Foundation

Research challenges and solutions as one navigates a hyper–inflationary environment in Zimbabwe during 2006-2008 and how research funding and methodologies could be adjusted to suit the situation, are addressed. Research driven companies now seem ahead of the pack in most industries, particularly those that kept the eye on the ball. Early birds that believed in their research and their industries and not politics seem flying while others who sat on the fence are still trying to catch up.

10:30                TEA/COFFEE

SESSION SEVEN

Chair

Josiah Kimanzi, Vice President, PAMRO

11:00                OUTDOOR ADVERTISING: THE GREAT UN-MEASURED

Barry Sayer, Chief Executive Officer, Continental Outdoor Media and President Fepe International

Can the world’s oldest advertising medium find its place in the new order?  With pay per click, econometrics and other performance justification can the outdoor medium continue to justify its traditional advertisers support?

11:30                MEASURING ADVERTISING ROI (RETURN ON INVESTMENT)

Joe Otin, Media Research & Monitoring Director, Synovate Pan Africa, Kenya

A look will be taken at the various elements used to determine advertising effectiveness and through a combination of advertising expenditure data and audience measurement a cutting edge system of measuring ROI has been developed to assist brands and ad agencies to plan and review their advertising performance.

11:50                CLOSING ADDRESS

Josiah Kimanzi, Vice President, PAMRO

12:00 LUNCH

Conference Ends

Daniel to Head Telmar South Africa in Addition to Worldwide Leadership Role

New York, NY (September 23, 2010) Telmar, a global supplier of advertising media information software, today announced that Jennifer Daniel will join the company effective November 1st as Managing Director Telmar Media Systems (Pty) Ltd. Daniel will lead Telmar’s South African office and bring her rich experience in television research and strategy to work closely with all of Telmar’s offices worldwide.

Daniel, who has 27 years of media research experience in the South African Market, worked at Telmar early in her career before going on to hold a number of high level media positions. The last 14 years of her career have focused exclusively on the broadcast industry, working in radio and television at the SABC and e.tv. Most recently, Daniel has worked as General Manager Group Research and Audience Strategy for e.tv where she was involved in the growth and development of the channel to the second largest in the market.

“We are delighted to welcome Jennifer Daniel back to Telmar and to be able utilize her deep knowledge of and passion for television media to leverage Telmar’s tools across our global footprint,” said Stanley Federman, Chairman and CEO, Telmar. “Jennifer shares a strong cultural identity with Telmar’s business values and I couldn’t be more delighted that we have found an opportunity to work together again.”

I have always had great respect and admiration for Telmar and the tremendous tools that it offers the marketplace,” said Jennifer Daniel. “I am particularly energized to help leverage and amplify the use of Telmar’s robust TV Planning and Revenue Management systems not only in South Africa, but worldwide, across the Company’s equally diverse client base as well.”

Daniel currently serves as the chairperson of the Pan African Media Research Organisation (PAMRO), is a member of the South African Advertising Research Federation’s Television Audience Measurement Committee (TAMS) and is a Full Member of the South African Market Research Association (SAMRA) and will continue to serve on these committees.Daniel has also represented the National Association of Broadcasters (NAB) on the board of the South African Advertising Research Foundation as well as the SAARF Advisory committee.

About Telmar
Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For publishers and broadcasters, Telmar offers the ability to collect, store and manage media research for revenue management and optimization. Telmar has offices around the world including and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.Telmar.com.

Question for the Media Guru

I am putting together a media plan with only print media vehicles. I am looking for a guideline as to the minimum media weight that I should be keeping in mind as I work this plan out. Maybe a minimum number of GRPS per month or maybe another measure more suited to print advertising. Another way of saying this is a minimum media weight where my investment makes an impact and is not wasted. A threshhold media weight.

The Media Guru Answer

In print, better to think of what percent of the target do you need to reach and how often in a month. For example, if you want to reach the majority of your target at least three time per month (“50% reach at 3+”), you would build a plan that achieves that. GRPS are less used to establish print levels; the number for a plan that delivers a reach / frequency goal can vary widely, depending on whether you are using broad reach, general coverage vehicle or highly targeted, focused vehicles. Different target groups also build reach in different patterns.

Lorna Long appointed Client Service Director Telmar Media Systems (Pty) Limited

Johannesburg, South Africa (August 4, 2010) – Telmar Media Systems is pleased to announce that Lorna Long has joined as Client Service Director.

Lorna has extensive experience in the areas of planning, research and media insights and has served as an active member of various industry councils and committees, including the AMF and SAARF TAMS Tender Committee. She joins Telmar from her own business, mediaspice and was previously the Head of Business Planning Insights at Mindshare and Planning Director at Media Edge.

“Lorna will make a valuable contribution to the company and clients by maintaining and enhancing our high standards for service, media expertise and thought leadership. She shares the true Telmar spirit, embracing and finding solutions for today’s tough media problems,” commented, Martin Urry, a Director of Telmar Media Systems (Pty) Ltd.

Lorna will also work together with Telmar’s global team in adopting best practices from each market.
Jennie Potter, Telmar Group’s Vice Chairman added, “I welcome Lorna’s commitment to the media industry and believe that she will help to continue Telmar’s long tradition of industry watch-dog, offering advice and guidance to all our clients”.

About Telmar
Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For publishers and broadcasters, Telmar offers the ability to collect, store and manage media research for revenue management and optimization. Telmar has offices around the world including and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.Telmar.com

I want to more formally embrace and practice “connections” planning. Do you have any resources or recommendations on where to learn best practices and tactics to help a media team start thinking with a “connections” planning mindset?

Answer:

http://www.imediaconnection.com/content/26933.asp

It’s impossible for humans to track every client demand and cancellation over time, creating a need for another solution In combination with other online metrics, revenue management systems help agencies and publishers maximize value and take advantage of demand Revenue management solutions give agencies and publishers real-time data to help extend or pull campaigns

When asked about how his ad agency relationship, an online publisher might respond, “Agency? What agency?”

That’s an extreme example, but one that may make many publishers nod in agreement. Over the past few months, the digital content shift has changed the relationship between advertising agencies and online publishers. In the United States, online ad spending has just surpassed print. This means that publishers’ sales houses and agencies must develop a new kind of relationship if they are to have one at all.

For example, last year a major online publisher in France sold one of its banner ads by posting it on eBay. The publisher reported very positive results.

How can agencies play a role in this new game?
The changing digital space is nothing to smile about for many publishers or agencies, nor is the proliferation of free content. Agencies can support online publishers by finding new ways to quantify the value of ad space, integrate content with brands, and charge again for formerly free online content.

Revenue management (RM), including the concepts and software solutions, offers just that. RM originates in the travel industry. Anyone who has ever purchased a last-minute ticket to Paris in August or Denver over Christmas has felt the sting of this reality. The value of a seat changes depending on the time of travel, destination, and the number of days until takeoff. Airlines greatly increase their rates as a result of their RM, otherwise known as yield solutions.

How does this relate to media?
Seats are perishable, just as are spots, ads, or banners. Therefore, in the media business, RM solutions help businesses free up ad space and increase revenue for any media. Moreover, RM solutions can help publishers and advertising agencies negotiate more effectively, adding more value to both parties.

No human mind could possibly track all the demands and cancellations of every client over time. Even if you think you can, you often provide inflated discounts to certain clients while wrongly punishing others. RM systems record behavior, make projections, and offer pricing models based on constantly updated information. The result is that loyal clients will be rewarded and receive discounts based on actual versus perceived value.

For example, let’s say Client A buys 10 percent of the available ad space early in a TV season, but always cancels 3 percent at the last minute. Let’s say Client B will pay more and rarely cancels. Our solutions will warn the sales house not to accept the first offer of Client A in order to retain some of the ad space for B.

How can this apply to new technology?
The iPad, soon to be accompanied by various other fancy handheld ways of consuming the work of publishers, will force publishers to adapt quickly. The Economist has been successfully making the transformation; it remains a subscription-only publication and has the most subscribers of any online publication via the iPad. In fact, the magazine is willing to go 100 percent digital if that’s what the world demands. At a media conference in 2009, The Economist announced its uncertainty about maintaining a print addition in five years. This means that all revenue will have to come from subscriptions and digital advertising. RM can help the magazine through digital channels as successfully as it can via print.

Apple’s iPad and other devices may even provide better tracking information, making the system’s recommendations that much more powerful. Advertisers will always want to be where there are eyeballs and credit cards, and these are both still everywhere. Loyal, affluent readers remain glued to The Economist. RM solutions can help online publishers quantify the value of their advertising across all media from banner ads to pay-per-click ads. Their ad space still has value and adding other metrics allows us to simply deepen the solution. All the demands for ad space are fed directly into the system, updating constantly and reallocating the ads to ensure that reach goals are met. In this sense, online media becomes more like television.

With more immediate feedback on readership — similar to overnight ratings — publishers and advertisers will be able to know if a given campaign reached the numbers assumed and if they reached their target number of clicks. They can manage the campaign live, extending it to reach optimum numbers or retracting if the ad flops. Advertisers and publishers can adjust in real time and agencies can help them do this with RM tools.

For agencies today, the majority of print planning relies on surveys conducted often no more than two times per year. TV advertisers and agencies, on the other hand, have benefitted from overnight ratings for many years. As a result, they can adjust campaigns throughout the season. Agencies and advertisers can now work similarly with online publishers. The information of demands and readership, along with other metrics available (such as click-throughs), can be reported, offering a better measurement of campaign success.

How many solutions are in the marketplace?
Currently, revenue management solutions are available from Telmar Worldwide and Mereo in France. There are also similar services available from RSG Media Systems, Rapt, Yield Solutions, and Fivia. While all good companies, these solutions cover only some media and therefore provide a less comprehensive solution for all media sales houses.

Overall, the RM solutions available on the marketplace have bridged the gap between advertising agencies and online publishers’ sales houses. Now, media owners can benefit from knowing the true value of their media. Meanwhile, agencies and advertisers can now be rewarded for their loyalty and receive pricing proposals more in-line with the true value of the opportunity.

As the Indigo Girls often belted out, “Everything is different, but nothing has changed.”

Stanley Federman is chairman and CEO of Telmar.

http://www.imediaconnection.com/content/26933.asp