The Park Library - Nielsen GuideNWS Division Governance Committee

Reference books

electronic resources

Mediaweek: Marketer's Guide to Media (in the Park Library ADV-mar .M345 2005)
Magazine Dimensions (in Park Library MAG .M188 2006)
The 2006 Entertainment, Media & Advertising Market Research Handbook (in Park Library uncatalogued)
Bacon's Magazine Directory (in Park Library REF-dir .b129m 2003)
The Magazine Guide: 2006 (in Park Library uncatalogued)
Gale Directory of Publications and Broadcast Media (multi-volume series, 2004, in Park Library; entries are arranged by state, city, media titles.)
SRDS: The Lifestyle Market Analyst, 2006
SRDS: Business Publications, 2005
SRDS: Consumer Magazines, 2005

ELECTRONIC RESOURCES (online databases, directories, and reports)

1. MediaWeek (a serial in our Park Library) offers every week a “market profile” of a different DMA (Designated Market Area). These market profiles can be searched online in InfoTrac Web http://eresources.lib.unc.edu/eid.
* From the menu select Expanded Academic ASAP.
* Next, select "Publication Search" from the top of the screen.
* Type "mediaweek" in the search box.
* Next, select "Advanced Search" from the top of the screen.
* Sample keyword search: market profile and (name of DMA wanted). Try using "Charlotte" as the DMA. Your search will turn up several articles with the most recent one first.
The following data will be included in the article about any DMA.

· Ad spending by media in the market profiled

· Scarborough Profiles of market profiled to the top 50 average by demographics, media usage (average audiences), media usage (CUME audiences), Internet usage during past 30 days, and home technology.

· Audit Bureau of Circulation of newspapers and magazines in market profiled

· Arbitron’s radio listenership and radio station ownership in market profiled

· Nielsen TV Ratings (evening news and late news) for market profiled.

· Magazine Monitor (data offered according to titles of monthly magazines, weekly magazines, and biweeklies.) Data includes circulation, rate base, and current number of pages with comparisons to previous year.

2. AdAge Magazine 300 Ad Age's annual ranking of the top 300 magazines in the U.S. by total gross revenue. http://www.adage.com/page.cms?pageId=602

3. Publishers Information Bureau
http://www.magazine.org/advertising_and_pib/pib_revenue_and_pages/
PIB is a membership organization that tracks the amount and type of advertising carried by consumer magazines. PIB reports the pages and rate card dollars of advertising for approximately 250 publicatios (including supplements) by title of publications, by classification and advertising, ad by company and brand or service advertised.

4. MediaLifeMagazine (for media planners and buyers)
http://medialifemagazine.com/

5. Audit Bureau of Circulation. Audit reports from magazines and newspapers for recent three years. This database is available only through Park Librarian. Call to make an appointment.

6. MRI+ http://www.mriplus.com/ Another free source of media data is MRI+, which provides proprietary readership and other data for magazines. The service is offered by MediaMark Research. Registration is required, but the service is otherwise
free.

7. MRI on CD-ROM (data from 1996-2000)
Available in Park Librarian's office. Tutorial included.

8. CHOICES III (Simmons Media Market Research) [Note: See also Mintel Reports below.]
This software program with 2003 data is loaded on computers in the Park Library's computer lab. Contact Park Librarian for a demonstration on how to select the data needed and generate reports.

9. MINTEL Reports http://eresources.lib.unc.edu/eid Click on "M" and scroll to Mintel Reports. Click on link and follow the screen directions. First-time users will need to register with email address and create a password. Read instructions carefully about how to search this database. [Description: Mintel is a leading provider of competitive media, product, and consumer intelligence. The company produces market research reports for Europe, the UK, and the US. Reports cover a variety of sectors including consumer goods, travel and tourism, financial industry, internet industry, retail, and food and drink. Reports discuss market drivers, market size and trends, market segmentation, supply structure, advertising and promotion, retail distribution, consumer characteristics, and market forecasts. Mintel Reports can be viewed or downloaded. Reports are exportable in .rtf or .zip format. Reports are customizable - mark the boxes next to the sections you want to include.]

10. TABLEBASE http://eresources.lib.unc.edu/eid/ Click on "T" and scroll to TableBase. Reports are full text. Read carefully the instructions for search. [Description: International in scope, although approximately 66% of the records focus on North America, TableBase provides summary statistics about companies, industries, products, markets, and consumer behavior, including rankings, forecasts, market shares, and product sales. It includes summarized statistical tables from hundreds of business periodicals as well as statistical yearbooks, market research reports, trade association publications, and investment analyst reports. Subjects covered include: company and brand rankings, demographics, imports and exports, industry and product forecasts, market share, number of users/outlets, productions and consumption statistics, trends, and usage and capacity.]

11. Center for Media Research
http://www.centerformediaresearch.com/ This site requires registration but otherwise offers selected data free. Included is a 2005 guide of media planners' spending trends. There are also research briefs current and archived. CMR's Research Library offers links to sites around the net with specific useful research information for media planning and buying such as Media Matrix.

13. Demographics links:

http://www.epodunk.com/
http://www.census.gov/pubinfo/www/hotlinks.html
Decennial Census Occupation Reports (occupation reports, county and state, for North Carolina state)
Demographics of Internet Users

14. North Carolina Magazines (selected directory)

15. City and Regional Magazines on the Web

Barbara Semonche, Park Library Director
January 2007