Determining engagement across channels
By Mark J. Miller
Catherine M. Ronan
Corporate audience audit manager
Catherine M. Ronan joined BNP Media 12 years ago and is now corporate audience audit manager at the company, which publishes titles in a variety of industries, including architecture, engineering and construction; food and beverage; gaming; manufacturing; and security. Media Business recently spoke with her about audience development strategies.
Media Business:You're using BPA's Brand Report, which shows brand metrics across media platforms. How is that working for you?
Catherine Ronan: The Brand Reports are a great way to show a brand's total reach. (We're) committed to providing superior information to our readers and advertising partners, so moving to a Brand Report was a natural progression. We work closely with BPA to produce the best reports possible.
MB: What are the plusses and minuses of it?
Ronan: The plus side of Brand Reports is the true picture of a brand, not just one aspect. The minus side is the same as anything these days -the cost. However, we want the best for our brands and want to provide our media partners with relevant information so they can make the right advertising decisions. We feel in the long run the money spent is well worth all the effort. (In the last six months, we moved) all 38 of our BPA-audited brands to Brand Reports. It takes a lot of organization and cooperation from all departments.
MB: What challenge is your department working to solve?
Ronan: A corporate database is our newest project and we look forward to producing an Integrated Brand Audit soon.
MB: What advice would you give other audience developers who are facing this same challenge?
Ronan: Embrace the challenge and have fun with it. Nothing is worth doing unless you are having fun.