Why can't other media be as transparent as radio? Radio is the only medium to include sponsorship and promotions revenue in its calculations. Surely all media should publish it.

Marketing Week, August, 2002 by Justin Sampson

Nick Higham is right to observe that commercial radio includes [pounds sterling]60m of sponsorship and promotions (S&P) revenue in its claimed share of display advertising and that no other medium does (MW July 18). We would like to be able to compare like for like, but no other medium apparently chooses to report S&P income to the Advertising Association (AA).

As the central authority on advertising expenditure, the AA takes the view that it needs to compare like for like, so there is no report of any activity in this field. While I appreciate this desire for comparability, it does not make good sense, as new marketing models--such as permission and experiential marketing--are fuelling advertisers' desire to move beyond spot advertising.

One of the most...