Future ToolMRI+ Connects Electronic Media Kitsby Paul J. Gough Bob Warrens, director of Mediamark’s MRI+ program, knows all about gathering data from dozens of rate cards, making those last-minute phone calls, and after all that, trying to organize and compare the information to put together the best campaign for a client. As longtime research director of J. Walter Thompson, he remembers 20-person research staffs, file cabinets full of media kits, and the countless details involved in getting the right piece of information for a proposal. MRI+ takes all that information, adds the search and …

With the prospect of a lottery-bound season looming, the New York Knicks are resorting to a multi-media campaign to bring fans to the Garden.

You know what it’s like to get a couple of friends to agree on where to go for lunch. If you think that’s tough, imagine getting 150 leaders of the media industry to agree on where advertising is headed in 2003. Well, that’s exactly what we tried to do at our annual Forecast conference in New York this past September. We invited 150 of the top media planners, buyers, sellers, marketers and researchers to debate a series of resolves – on consumer perception, cross-media, sponsor integration, alternative marketing, and the decline of media’s effectiveness – that would help determine the …

Remember when TV was young and networks took genuine risks? Where is the chutzpah these days that once resulted in wacky-premise shows like The Munsters, I Dream of Jeannie or My Mother the Car? With another fall lineup composed mostly of the same old tired formats and ideas, here’s a look at some TV shows we’d really like to see: MTVBush League (reality, :60). Everyone’s got a bad habit to kick and rules to skirt, and the Bush girls — Jeb’s daughter Noelle and Dubya’s Barbara and Jenna — show how it’s done in Bush League. With miniature …

Who says cross-media doesn't work?

Guerrilla marketing firm aims for the big time.

Guerrilla marketing firm aims for the big time.

The race is on to catch year-end predictions.

The Noble Quest for Integration

Is there any value in comparing reach and ratings of different media?