Assignment #1 SRDS Media Buying Database

SRDS Media Solutions is a valuable resource for marketers and advertisers. As the largest and most comprehensive database for media rates and information in the world, SRDS provides a wealth of information to help construct a marketing plan.

You first need to get into the SRDS database provided by the library. Heres how to do it:

Click on this link

OR (if that link does not work)

From Macomb.edu, click on menu, then library

Scroll down, on the left side menu, select "E-Resources"

Once you are at the Library E-Resources site:

Click on Business then SRDS from the drop down menu.

Scroll down and click on SRDS (this will open a new window)

You should now have the SRDS Database open

PART 1 - MAGAZINES (5 points):

Once in the SRDS Database, click on Magazines, then Consumer Magazines in the Drop Down Menu (see the screenshot here Download screenshot here). On the left side of the page, under "Category," click on "Select Consumer Classes" and select any magazine class that interests you, scroll to the bottom and select "apply." Now, choose any one of the magazines in that class.

For the magazine you have chosen

What is the magazine's name?

What is the Price (or Rate) of a 1-page, 4-color ad in the magazine that you chose? (use 1 ti which stands for a 1 time purchase of an ad)?

You will find this by clicking on the RATES & POLICIES tab.

Remember, this is a DOLLAR figure - even though it does not show it in the database, this answer needs to be answered in $.

What is the Total Circulation (which means the number of issues sold) of the magazine you chose?

You will find this by clicking on the CIRCULATION tab. Please use the TOTAL Circulation if possible.

Remember, this is a NUMBER figure - these are the number of subscriptions or issues sold.

Now, you are going to look up a specific magazine: Vogue. You can type that in the search bar. Once the results show, you may have to scroll down to find Vogue Magazine. What is the Price (or Rate) for a full page ad COLOR RATE (1 ti.) in Vogue?

You will find this by clicking on the RATES & POLICIES tab.

What is the Total Circulation of Vogue?

You will find this by clicking on the CIRCULATION tab. Please use the TOTAL Circulation if possible.

While it might seem like internet, mobile and social media advertising are popular choices to use in the media mix for an advertising campaign, magazines can still make sense for a lot of companies. What types of companies should choose magazines in general (not just the ones that you researched in the assignment), as a media vehicle to use in their advertising campaign - give an example of a specific company as well? Why (think in terms of budgetary considerations, types of products sold, number of locations, audience, etc.)?

PART 2 - NEWSPAPERS (5 points)

Now well search newspapers. Go back to the home page (click on the SRDS logo at the top left of the screen). In the CATEGORIES & MARKETS submenu, click on NEWSPAPERS and then a pop-up screen should appear. Click on NEWSPAPERS, REPS & PRESS ASSOCIATIONS. Once you are at that new screen, use the search bar near the top of the screen to type in the names of the newspapers listed in the questions below in order to get the answers.

You need to search for the Detroit Media Partnership (this is the combined Detroit News & Free Press).What is the Price (or Rate) of a full page color ad in a Sunday edition?

You will find this by clicking on the RATES & POLICIES tab.

What is the Print Paid Circulation for the Sunday Edition?

You will find this by clicking on the CIRCULATION tab - use the AAM-Newspaper Circulation number - be sure to use the PRINT PAID number for Sunday!

You need to search for the The Miami Herald.What is the Price (or Rate) of a full page color ad in the newspaper?

You will find this by clicking on the RATES & POLICIES tab and it is listed under COLOR RATES.

What is the Total Circulation for the Sunday Edition?

You will find this by clicking on the CIRCULATION tab - use the AAM-Newspaper Circulation number - be sure to use the TOTAL number for Sunday!

Even though the circulation numbers for newspapers continue to decline, newspapers can still be a good advertising choice for some companies to use. What types of companies should choose newspapers in general (not just the ones that you researched in the assignment), as a media vehicle to use in their advertising campaign - give an example of a specific company as well? Why (think in terms of budgetary considerations, types of products sold, number of locations, audience, etc.)?