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AdWorks™ Advertising Effectiveness MeasurementSince its inception, McPheters & Company has been heavily involved in advertising effectiveness measurement. Our founder pioneered work in this area beginning with the Family Circle Study of Print Advertising Effectiveness in the 1990s. Our unique AdWorks™ methodology provides comparable measurement of ad effectiveness across a wide and expanding range of media and is equally well-suited to establishing best practices in regard to Internet ad placement. AudienceLab Studies™Consumer marketing strategies can have a profound effect on publication audiences and the value they offer advertisers. Our AudienceLab™ studies measure the effects of various elements of these strategies - such as distribution of magazines to public places such as doctors’ offices or hair salons - on audience size, demographics and engagement. Audience Management & MeasurementFew variables affect the economics of a medium to the same extent as the size and quality of its measured audience. McPheters & Company has unparalleled expertise working with media companies to develop and implement strategies for improving the size and quality of the audiences they deliver to advertisers. Even in a down market, a firm handle on audience development directly translates into increased advertising revenue, as enhancements to audience improve an organization’s ability to compete more effectively for shrinking ad dollars. We also work with media properties and industry associations to better document the quality of the audiences they deliver. This involves working on their behalf with syndicated services, as well as designing custom solutions to help demonstrate unique strengths. Circulation: Planning & Documentation of QualityAs many publishers contemplate circulation decreases, McPheters & Company offers a variety of services to help clients improve and document their circulation quality and its resultant value to advertisers. We specialize in helping determine appropriate circulation levels and in managing ratebase reductions and circulation mix to deliver the most desirable audience possible. Additionally, in groundbreaking work across the industry, we have been at the forefront of providing rigorous documentation of individual circulation sources and subsets. Custom Research & Research OutsourcingMcPheters & Company handles the design, implementation, and analysis of a wide range of research projects in both the consumer and business-to-business areas. We are distinguished by our ability to gain input from senior executives in a variety of industries – and by our ability to design projects which contribute to the bottom line. For organizations that prefer to avoid the overhead and management of their own dedicated research organizations, we can function in much the same way as an in-house operation – including taking management of custom and syndicated sources, analysis, and sales support. PrototypingMcPheters & Company can create prototypes, using information fielded through subscriber studies, to enhance the selling proposition of publications and other media outlets that are too small to be measured by measurement currencies. The inclusion of prototype information within industry-accepted databases helps ad buyers and media planners to include these smaller titles in their advertising schedules. Readership and Subscriber StudiesUnderstanding audience attributes reflects directly on bottom-line profitability. McPheters & Company has developed proprietary techniques that combine many of the benefits of online research with the more demanding sampling requirements of high-quality market research. These techniques are designed to garner the broadest possible participation while collecting information that will provide the greatest possible value to our clients at a competitive cost. Reality-Based PlanningMcPheters & Company conducts rigorous analysis and strategic planning for media-related organizations. We work with clients to directly improve their bottom-line profitability. This includes:
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