I have worked in advertising for the last 15 years. From small b2b publishers with a handful of magazines and websites through to the larger publishers that compete with the limited shelf space in WH Smiths.
During this period I have had countless requests to provide my clients with media information. A couple of years back such a request came from a client in Amsterdam who worked for a small ad agency. She asked for a list of advertising opportunities in the maritime industry. I said I’d see what I could do.
Within a couple of weeks and a lot of research I’d put together a comprehensive list of over 55 magazines, 12 websites, 4 email newsletters and four exhibitions. All in Excel together with contact details and circulation data thrown in.
I have sent that same spreadsheet out to over 80 people. There wasn’t anything unique about it but it saved potential advertisers a lot of time and gave them only the information they needed free of charge.
Surely it made sense to tear down any barriers between advertiser and media opportunity so the Excel spreadsheet grew in to an Access database which then grew into a web based product that we named Yourmediaplan.com
mediaBase is the media planning tool used by marketing departments and advertising agencies. Check out the blog.
