In November of 2007, Verified conducted a survey of media planners and buyers to ascertain the criteria that they use to plan and purchase media.

One of the key findings was that third-party metrics was overwhelmingly preferred by media planners when making their selections in both print and online media buys.

As more pressure is placed on media planners to provide ROI, they reported that they need tools to justify their buys. As the publishing industry evolves and changes, publishers need to provide expanded metrics and research to ensure they remain a viable media purchasing choice.

Highlights of the survey are explained in an article published by Verified's Jennifer Armor and are included in the following presentation.

Article

Presentation