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Mediatalo ESA expands its RAM cooperation

Mediatalo ESA expands its RAM cooperation: RAM opens new radio panels for Radio City, Iskelmä ja Radio Voima in the Lahti region.

RAM and Mediatalo ESA have had a long relationship in print and online media research. This co-operation is expanding in May as RAM opens new radio panels for Radio City, Iskelmä ja Radio Voima in the Lahti region. As a result of the new cooperation, Mediatalo ESA is able to measure cross-media campaigns even more thoroughly than before, exploit the comprehensive reference database of cross-media and radio ad surveys and offer its advertiser clients comprehensive evidence of the effectiveness of its whole media environment.

  • We have a long relationship in media research between RAM and Etelä-Suomen Sanomat and we have been extremely satisfied with the research tools and methodology that RAM have developed. In addition to this, the online system is easy to use, and continuously developing and evolving. In the future, we want to increase our cross media campaigns to give us a strong understanding of how different media work together in a campaign. We feel that RAM has versatile tools in campaign research, continuously increasing it’s reference database against which to benchmark multi-channel and radio advertising effectiveness campaigns. This strong knowledge of campaign measurement solutions will benefit us for our future needs. Katja Lindman from Mediatalo ESA describes.
  • We are excited to build multi-channel research tools in cooperation with Mediatalo ESA that are so greatly needed by advertisers. We have several years’ experience in measuring multi-channel campaigns and radio advertising and therefore we benefit from a comprehensive reference database against which to benchmark Mediatalo ESA’s campaigns, describes Irene Haikonen, CEO of RAM in Finland.

Mediatalo ESA is the leading media company in the Päijät-Häme region, specialising in providing print and digial content as well as media services. 

Media group includes newspapers Etelä-Suomen Sanomat and Itä-Häme, website ESS.fi, regional radio Voima, kaupunkilehti Uusi Lahti ja regional newspapers Hollolan Sanomat, Päijät-Häme, Nastola and Orimattila paper. For corporate clients Mediatalo ESA offers comprehensive ad service solutions, printing and distribution services.

RAM expands cooperation with Kärkimedia – new reader panels for Itä-Savo and Länsi-Savo

RAM and Kärkimedia have successfully been working together in researching regional media for the last ten years. The cooperation has taken one step forward with Kaakon Viestintä creating two new panels for their newspapers Itä-Savo and Länsi-Savo.

  • RAM has been our research partner since 2007 in researching Kouvolan Sanomat, Kymen Sanomat and Etelä-Saimaa. We have been very satisfied with both the standardized and tailored research tools, as well as with the practical and user friendly online based system. We think that RAM has diverse tools and a strong knowledge of both measuring advertising effectiveness as well as research solutions that support the online business for our future needs, says Jari Koskikuru, Sales Director of Kaakon Viestintä.
  • Kärkimedia and regional media are our strong and long-term partners and we are committed to develop their research work. Our extensive reference database and regional medias’ data bank provide valuable information about the media environment and advertising effectiveness. Together with Kärkimedia, both Itä-Savo and Länsi-Savo are in a positive situation after having changed their format from broadsheet to tabloid at the beginning of February. We are happy to support the newspapers in providing local news for the regional readers, says Irene Haikonen, the CEO of RAM Finland.

Etelä-Saimaa, Kouvolan Sanomat, Kymen Sanomat, Länsi-Savo and Itä-Savo have 286 000 readers overall in Southern Savonia, Southern Carelia and in Kymenlaakso region.

Kärkimedia’s panel consists of 28 different reader panels representing 12 000 readers. Kärkimedia’s currently carry out approximately one hundred surveys per annum, with each survey representing on average 3 or 4 newspapers. The panelists are asked about their views on advertising, the meanings of different content and about the creative output. It is also possible to add additional questions to the survey. The aim of the surveys is to find the elements which build the brand or create action. This helps the client to understand how the advertisement can more effectively respond both their own and their customer’s needs. Every month Kärkimedia highlights the ad with the highest ad recall, that which is most positive ad and the ad which has created the highest action score. The panel can also be utilized for pre testing advertising.

 

UK readers spends most time with their newspaper

INMA and RAM have conducted one of the largest European studies ever undertaken about reading habits and commitment among newspapers, the INMA Trust and Value Survey 2013.

The results show that 63 percent of UK readers feels their newspaper represents value for money, the highest number in all of Europe. Also, 70 percent spend over 21 minutes with their newspaper, the highest in Europe.

"It’s more important than ever for media companies to understand their readers. The purpose of the study is to provide media companies with an understanding of and insights into how their readers perceive newspapers, what they are willing to pay for, and on what platform they want to consume it. The results will help them improve their business", says Rickard Öhrn, CEO at RAM.

The study has been conducted in 14 countries, among 80 newspapers and 30 000 readers .The UK covered just over 3,000 interviews with 8 qualified titles. They represent a mix of national, regional, quality and mass market titles.

"This study shows which areas each European market should put emphasis on as the media landscape is changing. It is one of the largest studies ever conducted within this field and we see a growing need for pioneering statistics of how ads and articles are consumed and understood, both in print and digital media", says Rickard Öhrn.

Behind the study is INMA, the world's leading professional association for media companies with a focus on marketing and revenue issues and RAM, Research and Analysis of Media, an international media research company.

For more results and information about the study, please contact: This email address is being protected from spambots. You need JavaScript enabled to view it.

TESTIMONIALS

We did a series of editorial content measurements with RAM using their user friendly tools. We decided to measure articles during one year.

Our main goal was to find out what kind of articles engage readers and keep them subscribing the newspaper. The articles were analyzed using Article Snapshot and WAI (Wilberg article index), tools in RAMetrics analyzing toolkit.

Article Snapshot is used for showing the correlation between the overall impression of the article and other statements. Wilberg Article Index (WAI) presents articles in a fourfold table depending on their reading and engagement. The engagement factor consists of the following statements concerning the article: appeals to me, well written, interesting and important content. The articles with the highest scores in reading and engagement are placed in the upper right corner called the Blockbuster. The upper left corner includes the articles with a high reading but low engagement. The articles in question might have for example many images attracting attention but the text is not considered interesting. The articles in the lower right corner engage the reader but they haven’t been noticed well. These articles may be targeted to a more specific target group, for example.

We went through the results with the research department and editorial staff regularly in order to achieve more engaging content for the newspaper. The measurements gave valuable information for developing editorial content into a more engaging direction. Based on the measurements it is important that the article is regarded as useful, well written and includes themes like nutrition, nature, traffic and ecological aspect.

-Karjalainen, Head of Marketing and Research Heli Räsänen

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