ISBA: Print Fails Research Needs

Article excerpt

The print media is not serving the research needs of its advertisers properly, complained delegates at the Incorporated Society of British Advertisers' Media Issues conference last week.

The call for better readership research was led by Dominic Owens, advertising and corporate identity manager of Prudential Corporation.

"There are so many concerns advertisers have about how readers use the press, particularly individual sections, and how ads work. These concerns just aren't being addressed by the newspaper and magazine sales teams," said Owens.

He attacked the "shallow and uninformative nature" of many media owner sales presentations - "probably because they think the client is stupid, or because the client really is stupid".

Other advertisers in the audience joined Owens in calling on representatives from the advertising community to work together to fill the gaps the media owners are leaving.

"ISBA and the IPA should work together on improving the press research available to advertisers,' agreed Andrea Matthews, sales promotion manager at British Airways. "But nothing can replace tailor-made research based on your own target market."

For his part, Ken Miles, director general of the ISBA, rose to the challenge: "We will certainly take up the ball of joint ISBA/IPA action," he promised.

This ISBA conference was designed for marketers for whom media proverbially accounts for 90% of their budget, but only 10% of their time. But if attendance was anything to go by, taking a day out of a busy schedule to discuss media is a tall order. There were 85 delegates, 50 of whom were advertisers.

They heard Lunn Poly marketing communications controller Andy Allwood give a realistic assessment of the uncertainty and distrust some advertisers feel towards the TV market. …