100 days of the WEMF media database - an initial assessment
100 percent of LSA media agencies regularly use the WEMF media database (MedienDB). A considerable number of the advertising-relevant Swiss press titles have already been recorded. However, the potential has not yet been exhausted in the case of titles in the trade and specialist press. Further additional features are in the pipeline.
Just over 100 days ago, WEMF launched MedienDB, a comprehensive database solution that enables end-to-end ad planning from analysis and costing to booking. An initial assessment shows that 100 percent of LSA media agencies and some major advertising clients regularly use MedienDB to research press titles and perform cost calculations. Each participating title is accessed several times a day on average.
Already mapped a considerable part
With over 850 booking units, the database already represents a considerable part of the advertising-relevant Swiss press market. Andreas Häuptli, Managing Director of the Swiss Media Association, is pleased with this development. He advises all publishers to participate: "Press titles that participate in MedienDB and are consequently listed in the Swiss press media directory significantly increase your chances of being found, planned, priced and booked by media agencies." Particularly in the area of trade and specialized press, not all publications seem to have recognized the potential of MedienDB for themselves yet. Here, the database still has gaps.
More features planned for 2020
The MediaDB is linked to the WEMF readership and consumption studies MACH Basic and MACH Consumer. This offering is new to the Swiss market and further simplifies the planning process in media agencies. Media plans created with KPIs on a gross basis can be calculated and commissioned directly with original conditions or special conditions down to net level.
In consultation with representatives from the media and advertising market, the WEMF has developed expanding functionalities for the MedienDB. These are to be implemented step by step by the end of 2020. Among the planned features are the possibility for publishers to store even more title information, a module for creating production schedules, an expanded booking receipt control, the creation of additional reports, and various interfaces to third-party tools.
The WEMF media database (MedienDB)
With MedienDB, WEMF provides the media and advertising market with a comprehensive database solution that enables end-to-end ad planning from analysis and costing to booking. The MedienDB contains booking units of advertising-relevant press titles. It includes all important title and price information as well as booking and production data of the listed newspapers and magazines. The media companies enter their data themselves.
