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BuySafeMedia Training Presentation


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BuySafeMedia is an initiative to help advertisers and media buyers make more informed media investment decisions.

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BuySafeMedia Training Presentation

  1. 1. Welcome to Buy Safe Media An initiative to help advertisers and media buyers make more informed media investment decisions
  2. 3. In this presentation, we’ll answer these questions… <ul><li>What is ‘safe’ media? </li></ul><ul><li>Why do I need to buy audited media? </li></ul><ul><li>Aren’t sworn statements good enough? </li></ul><ul><li>Is it ever OK to buy unaudited media? </li></ul><ul><li>Is it just for magazines? </li></ul><ul><li>How can I get more information? </li></ul>
  3. 4. <ul><li>? </li></ul><ul><li>What is ‘safe’ media? </li></ul>
  4. 5. <ul><li>You probably wouldn’t invest your money in a company that has not undergone an independent financial audit, right? </li></ul>
  5. 6. <ul><li>So why invest your media dollars in media that hasn’t gone through a similar process with its audience data? </li></ul>
  6. 7. <ul><li>After all, if you don’t reach the right people in the right places, you could end up blowing your budget even though you had great strategy, messaging and creative. </li></ul>
  7. 8. <ul><li>You also risk not reaching your target, missing lead generation opportunities and losing business. </li></ul>
  8. 9. <ul><li>Audited media is ‘safe’ media because it helps reduce these risks for media buyers. </li></ul>
  9. 10. <ul><li>It’s ‘safe’ because the audience data has undergone a thorough, third-party verified audit—conducted by an objective, independent organization. </li></ul>
  10. 11. <ul><li>The auditing organization has nothing to gain—or lose—from the result of the audit. </li></ul>
  11. 12. <ul><li>That means the quality and quantity of the audience is known and verified, so you can make informed buying decisions. </li></ul>
  12. 13. <ul><li>In this presentation, we are going to use magazine circulation </li></ul><ul><li>to demonstrate </li></ul><ul><li>the importance of ‘safe’. </li></ul><ul><li>Note that the same principles apply to all types of media investments – that is print, online and events. </li></ul>
  13. 14. <ul><li>The circulation audit examines: </li></ul><ul><ul><li>Total circulation </li></ul></ul><ul><ul><li>Qualified/nonqualified paid and controlled breakouts </li></ul></ul><ul><ul><li>Subscriber documents </li></ul></ul><ul><ul><li>Key businesses/industries reached </li></ul></ul><ul><ul><li>Subscribers’ occupation/titles, geographic location </li></ul></ul><ul><ul><li>Controlled subscription “ages” (when last qualified) </li></ul></ul><ul><ul><li>Paid subscription/single copy source breakouts </li></ul></ul><ul><ul><li>Paid subscription/single-copy pricing (including average price) </li></ul></ul><ul><ul><li>Public place circulation </li></ul></ul>