Tuesday, April 22, 2008
LexisNexis Advertising Red Books
Before the proliferation of business information on the internet, this used to be one of my favorite go-to sources for company information, and particularly, brand name information. But how much are we using it today? Is it worth the $1946 per year cost?
The purpose of the set is to provide informtion on advertising agencies, the companies that use them, and the advertising industry. The set includes three main volumes:
Advertisers Business Classifications - this is good for finding groups of companies that produce particular products. Arranged by 55 business classifications, it includes contact information, number of employees, year founded, what the company does, SIC and NAICS numbers, advertising media used, brand names, top company personnel, and advertising agencies used. It includes an index to product categories and an alphabetical index.
Agencies - this is good for information about the advertising industry such as the top 200 US agencies ranked by size, top multicultural agencies, award winners, advertising associations, etc. The individual entries for agencies include similar information to the advertisers, but also include a breakdown of gross billings by media used and major accounts.
Advertisers Indexes - this is great for brand and product names, and this particular index takes up most of the volume. It also includes product categories by state, and a handy SIC index.
There is an Advertisers & Agencies Supplement which comes out in April, July and October.
So, what's the verdict--keep every year, cancel, or every two or three years?
Posted by Jane at 7:43 AM