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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.

 

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RAM's ad effectiveness research solution has become an integral part of our commercial offering over the last five years. As news brands continue to grow and evolve in a multi-platform world we have sought to package up our audience in new and innovative ways. Proving the the impact of multi-platform advertising is a vital component of this new approach - something that is made both simple, scaleable and effective with RAM - and something that resonates strongly with our agencies and clients

-Ian Gibbs, Head of Commercial Insight, Audience Department, Guardian News & Media

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