The Media Yearbook, a media, advertising, branding, and marketing industry book will be distributed early in the new year, by Wag the Dog Publishers (Pty) Ltd.
The book will be informed by empirical and independent research by Freshly Ground Insights (FGI). The Media Yearbook will reveal what marketers in South Africa think about the professionalism, creativity, and efficacy of media, advertising, branding, and marketing companies.
FGI will research opinions of key decision makers involved in influencing and selecting marketing service suppliers and agencies. They will be asked their opinions based upon a set of criteria. Their current crop of suppliers or agencies will be excluded from the list, and as such, results will reveal their honest opinions and perceptions of businesses.
Additionally, respondents to the survey will be asked to name recent marketing campaigns they wish they had done, and give reasons for their choices.
The list of suppliers will be broad and include media, advertising, branding, recruitment, design, procurement, public relations, research, strategy, and event companies. The survey sample will be drawn from a list of top advertisers, and include CMOs and brand managers.
“FGI is embarking on a variety of data gathering techniques taking cognisance of the fact that senior executives are often time starved. Respondents will select the most convenient data collection method: web-based self-completion surveys, face-to-face interviews, telephonic interviews, and email-based surveys,” says Brad Aigner, managing director of FGI.
The publication will also provide a comprehensive review of each sector in the industry. “Our editor is tapping into international and locally respected experts to provide perspectives and future trends,” says Sandra Gordon, publisher of The Media Magazine and themediaonline.co.za.
The Media Yearbook’s in-depth look at each sector will include commentary, and vital information such as research data, branding and positioning, experience, African expansion, and awards. The contributors have been selected from respected media and research organisations globally.
The Media Yearbook will be sent to The Media magazine’s mailing list, as well as to other key individuals who directly influence the choice of marketing services. It will also be loaded on to TheMediaOnline (unique users 19 700) for sharing and archiving.
