Media kits on floppy help Rodale automate selling

Folio: The Magazine for Magazine Management, Feb 1, 1991 by Lisa I. Fried

Emmaus, PA.-With computers playing a larger role in advertising agencies, Rodale Press executives believe the time is right for its newly launched electronic media kit.

In late December, the company unveiled Rodale On A Disk, a media kit including information on Bicycling, Backpacker, Runner's World, Men's Health, Prevention, Organic Gardening, American Woodworker and the Rodale Active Network.

The 5 1/4" disk is IBM PC-compatible and Provides information on circulation, ad rates, special editions, editorial Profiles, Production requirements, issue closing dates, subscriber and syndicated research, and sales office locations.

The kit is a time-saver because it can be stored close to the user-in a disk file on the user's desk or in a computer's hard disk drive. It also Provides ad sales reps with quick access to information on other company titles, a need that often surfaces during meetings with media buyers.

"This is a start of a new generation of data for advertising agencies," says Bill Billick, corporate director of research. The PC is already very commonplace in media departments, and agencies are- becoming more computer literate, he says. "Within the next four to five years, we expect to see comprehensive databases of general information at the ad agencies that may include thousands of publications." (See "Magazine references computerized," Page 37.)

By Producing the disks in-house, Rodale was able to keep costs low: $1 per disk. The company can pay anywhere from $5 to $15 to have its written media kits Produced, according to Billick. By comparison, Advertising Age spent 50 percent more to create an electronic kit because it used an outside firm.