MediaBuyerPlanner: Marketers like Kraft, Wal-Mart and Coke may stop buying ads in magazines if they don’t get guarantees on each issue’s circulation.
Media buyers have long made do with figures on a magazine’s average paid circulation instead of guarantees on individual issue circulation. But MediaVest, a media buying giant that bought $900 million in ads for its clients last year, has garnered enough support from big-name clients that it is now able to make issue-specific guarantees a reality, reports Ad Age (via MarketingVox).
The new demands for better metrics can be attributed to the evolution of web metrics and consequent instant-accountability curve, in addition to the myriad of media options now available to marketers.
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