• by Michael Shields , October 12, 2004

The right media mix is crucial to reaching the largest number of active, motivated consumers. While that may come as no surprise, new research released Tuesday by Taylor Nelson Sofres (TNS) indicates that mix can vary significantly depending on the category.

TNS' annual Media Impact Study examines which media combinations produce the greatest impact in reaching what is defined as the "active market" for each of 155 product and service categories, incorporating 12 different media.

The study showed that the Yellow Pages can be considered a core medium for the majority of categories: 75 of the 155 categories measured. The use of Yellow Pages by an advertiser can increase reach by 18 to 22 percent when used in conjunction with other media, according to the study.

For the first time, this study measured the online version of Yellow Pages. It appears that users of this medium are not dumping its print counterpart, as 85 percent of Internet Yellow Pages users continue to also use the print version. When combined, the two media reach more than 60 percent of the active market.

"People think of the Yellow Pages as this staid medium, this old book that just sits there." said Emil Morales, senior vice president and director of telecoms for TNS. "But it is in every person's house."

Other media combinations can produce an effective reach in several other categories. For example, fitness and health clubs can reach 45 percent of the active market by combining direct mail and newspaper advertising. Also, television coupled with direct mail can provide cellular telephone companies with 53 percent of the active cellular telephone market.

More than 3,500 adults nationwide participated in the 2004 study, which quizzed consumers on their purchasing habits over the last year.