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Advertising & Marketing

"Where to Advertise"

This link takes you to a list of recommended websites for media planning research. Many come from trade associations. Some give access to reports and data for free, some require you to register, some will want to charge for complete access but may provide some data for free. "The following websites can be used to compare media channels (e.g., television versus magazine versus Internet) and to choose specific media vehicles, such as specific magazine titles, cable channels, local radio stations, or websites."

Media Costs

Marketer's Guide to Media - Ask at Reference for current volume (Publication CEASED in 2012)

  • Provides estimated media costs for most major markets and national buys, and audience demographics.

SRDS - Standard Rate and Data Service

    • Geographic listings of media outlets. Entries include brief masthead and editorial information as well as circulation figures for print sources. Available in the Reference Collection at Mortola Library, or on Reference Reserve at the Beekman Circulation Desk:
      • Consumer magazine advertising source –HF 5905.S725
      • Newspaper advertising source –HF 5905.S785
      • Business publication advertising Source –HF 5905.S792
      • TV & Cable source – HF 5905.S787
      • Direct marketing list source –HF 5861.D54
      • Radio advertising source –HF 5905.S786
      • Interactive Advertising Source – HF 5415.1264.S65
      • Out of home advertising source –HF 5813.U6 O88

Advertising Expenditures

NEW! Fall 2022: 

The Winmo database provides data on advertising agencies, advertisers, key contacts, ad spends, media types, and more:

These sources provide generalized costs and figures that may help you estimate costs.

Advertising Age - Data Center Online

  • AdAge Datacenter provides lists of leading national advertisers, and an annual summary of the cost of a 30-second spot. 

Trade Publications & Journals