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Recently we read headlines that Media
Audit was signed by Infinity to originate some qualitative
research for them. I have been aware of Media Audit for
years, and have read a few of their reports, but I wanted to
learn more. So, I found Robert A. Jordan (just call him
Bob), president and co-founder, at the recent NAB Radio Show
in San Diego. Bob is a tall, lanky Texas type, who might
pass as a real cowboy. He is a very gentle talker, who
smiles a lot, and I got the impression that he is a super
smart businessman!!!! He was too busy with clients in San
Diego at their very large exhibit so I made an appointment
to meet in his office in Houston on the 28th of October
(04). I wanted to know more about Media Audit so I could
forward information to those who are readers of this column.
It was lunchtime when I arrived. Bob knew of a sea food
restaurant not too far away. Over some really great grilled
salmon we talked about his company and radio in general. I
found out that Media Audit was formed in 1971. That was
after Bob had attended the University of Texas to receive
his degree in marketing and advertising, and his job at
Tracy-Locke, an excellent advertising company….and a job as
an account executive at station KXYZ in Houston. The point
is that he was well prepared to begin his own company….and
his first category of research was banking$$$$.
I found out from Bob that Media Audit is involved in 80 or
more markets at this time with about 500 clients within
them. This is a MULTIMEDA (not just radio) qualitative
audience company that covers over 450 target items for each
rated media’s audience. What they present is a cume for your
station (s) weaving in socioeconomic characteristics….life
style, retail shopping habits, supermarket shopping, stores
shopped, soft drink consumption, brands purchased, etc. You
got the picture….all sorts of selected consumer
characteristics important to local media and advertisers.
Super stuff, that good sales people want for presentations.
Bob told me that Phil Beswick is executive vice president
for corporate sales, and he oversees a dozen or more sales
and service people who are on staff in Houston…and travel
quite a bit to their clients all over the country I would
imagine. I would recommend that you google Media Audit, read
their material, and then call Phil Beswick for more
details..and their fee schedule (they don’t do this for
free, you know). They do two studies a year for the large,
and one for the smaller markets.
Their method of research is by telephone five days a
week…Tuesday through Saturday. They use their home grown
design to contact those to be interviewed. It is quite
unique. Bob told me how much they were grossing at Media
Audit which is a hefty amount, but I better not quote him on
that stat!!! Needless to say, they are very successful.
These guys at Media Audit are very independent guys, and
that comes from Bob, the man up top. I like what I feel in
the hallways there….and I know because I WAS THERE. I
enjoyed the salmon, Bob. Let’s do it again soon!!!!!
e-mail Kent
kent@kentburkhart.com
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