I have been thinking over this topic for quite some days [Since the day it was posted. Yes, Sometimes, I do take my time.] and the more I thought about it, the more I realized the need to discuss this topic by categorizing it into different Media Type!

On a Side Note - Rather than Splitting this thread for Different Media Types and Increasing the confusion, I would keep this thread open and running like this. I will myself pick the points being discussed here and update the various threads that I will start.

But here are a Few General Pointers that came to my Mind [Excluding the points already made above!] -

1. Would you like to associate your brand with that publisher? - How does your Target Audience perceive that media? What Kind of Brand are they themselves considered? Finally, Will your target audience like to see your brand being associated with that media.

Take for example- Vertu, The Ultra Expensive Cell Phone. Their target audience is the Super Rich! The image of the product, that the company is trying to project, is of it being a Status Symbol.

They will certainly will not want to advertise it in Cheap Local newspapers. No, It is not just that their message will not reach the target audience but also that advertising there WILL Tarnish their Premium Image.

2. Does it truly Reach your Target Market? - Is the content that the publisher is publishing actually targeted at the audience that you are trying to reach?

I have actually seen some sports sites focusing less on the actual sports coverage but more on sections with scantily clothed women. I think this example pretty much sums up the point I am trying to Put Forward

3. What has their Past Reputation been like? - What do the people, who have already advertised with this publisher, think of them?

Ask for a List of Previous Advertisers and Account Manager from the publisher. While the Previous Advertisers may not share the exact numbers [And, Neither should you be too much interested in it!] but most of the times they will share their experience with that publisher, in general.

If the Publisher is reluctant in handing out this data, without giving you a really solid reason for not disclosing it, you have a reason to research more about this publisher before actually starting any sort of campaign with them.


These were the points which I could consider to be applicable to any media in general [If some have slipped off my mind, I always have that Post reply on the Top Left corner!]. Rest, I will post in the Media Specific threads...

If you have any more Tips, for choosing the right Publisher for your Campaign, Please share them with us.