Gauging Effect : Advertisers want more than mere audience. They’re looking for measurable results, by William Shields. Examples of how publishers are showing return on investment to advertisers. First published in Masthead January 2005 issue ©. (Masthead Feature, pdf)

Positioning statements for cold-call ad sales : This exercise will help you come up with an effective positioning statement for your magazine, to boost the success rate of your cold-call efforts. Adapted and reprinted with permission from Buyer-Approved Selling: Sales Secrets from the Buyer’s Side of the Desk, by Michael Schell, www.approvedgroup.com. (MS Word document)

Business Media Study : How important are magazines in the media mix?
This study, prepared for American Business Media by Harris Interactive, surveys nearly 600 executives and demonstrates the importance of magazines and b2b websites to the decision-making process. Free registration required to download the study. (American Business Media,)

2005/06 CMDC Media Digest : The 35th anniversary issue of Media Digest from the Canadian Media Directors’ Council provides a comprehensive overview of the Canadian media marketplace complete with demographics, charts, graphs, how-to tips, relevant legislation information and informed commentary. Over the years, Media Digest has become an indispensable aid for media directors, planners and buyers as well as for advertisers and the media itself. The 2005/2006 edition of the Canadian Media Directors' Council Media Digest is now available to be viewed or downloaded free of charge from the CMDC website. (Outside link)

Q&A with Rob Young, Senior Vice-President, PHD Canada : One of Canada’s most influential media buyers gives his advice on how magazines can stand out in a hyper-fragmented media landscape. He also opines on the future of online ad sales, how magazines can profit from it, and the biggest mistakes that publishers can make. (Masthead article, pdf) Note: The article mistaken says Young works at HYPN. That company changed its name to PHD Canada after HYPN’s merger with Omnicom.(Document, pdf)

World Advertising Trends Report on Canada : This report looks at advertising trends in all Canadian media, including magazines, from 1995 to 2004. Includes charts on key economic data, key advertising data, distribution of adspend by medium (market shares), and total adspend by medium. Used by permission of the World Advertising Research Center. For more on the WARC, visit www.warc.com. (Document, pdf)