BPA testing Brand Reach audit with business-to-business publisher

Share this content:

Nonprofit media-auditing organization BPA Worldwide is testing its Brand Reach audit-report process with business-to-business publisher Stamats Business Media as a client. The report is a way for publishers, media buyers and advertisers to get a view of all the communication channels by which a publication reaches consumers. Auditing is typically done on a channel-by-channel basis.

In testing, Stamat's Meetings West magazine brand was able to see a report that included metrics from the print magazine, two e-mail newsletters and a webinar. Stamats publishes multiple titles across several platforms.

Glenn Hansen, president and CEO of BPA Worldwide, said that the Brand Reach audit is the next generation of BPA's Integrated Media Report, which audits print circulation, Web site traffic and e-mail newsletters.

“Today, media owners have so many more touchpoints with their customers like webinars, whitepaper downloads and trade shows,” he said. “We needed to devise a way that media owners could have measurement of each channel in a cost-effective way.”

If this audit becomes widely used, Hansen said the pricing structure of BPA could shift from an annual fee basis to a rate, based on how long the audit process takes.

Hansen said the goal is to move into beta testing on January 1, 2010 and make Brand Reach available to all of its clients by July 1 of next year.

Stamats could not be reached for comment.

close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above