Stamats Business Media President Weighs In on BPA's New Brand Reach Audit Service
Cedar Rapids, Iowa-based Stamats Business Media is no longer a print-first publisher but rather a multichannel, diversified media company. That's why Tim Fixmer, the company's president, went to BPA Worldwide several months ago volunteering to test its new Brand Reach audit service—a tool designed to help media companies more effectively present the entire scope of their brand.
Included in the new tool is the ability for a company to demonstrate a brand's total recipients across multiple media platforms, unique users within each channel, and users who access multiple channels. Users may also customize reports with data from Web sites, contests, white paper downloads, events and more, so as to demonstrate to advertisers and media buyers that print readers aren't the only individuals engaging with the brand.
Fixmer spoke with Publishing Executive Inbox about Brand Reach, Stamats Business Media's role in its testing, and his belief that the new tool will prove effective for both media owners and buyers alike.
INBOX: What prompted you to volunteer to test BPA's new Brand Reach audit service?
TIM FIXMER: The need. We recognized the need was there. I have spent my entire career in b-to-b media. In the past decade, we have seen the influx of new media products, mostly in the e-media or digital realm, and all of which have created new communications channels for advertisers. While advertisers recognize the communications opportunities related to these new media products, they have a strong need to understand the overall size and impact of their brand footprint resulting from a media-diverse campaign. When [BPA President and CEO] Glenn Hansen suggested that BPA recognized the need for the information and had decided to take a leadership role in providing a solution, we saw this as an opportunity for us to be first-to-market with an essential tool.