For media buyer Kathy Jahns, access to reliable audience data is essential to doing her job effectively.
Jahns works with agencies to plan and execute media buys across multiple markets, including print and digital media.
“We work with agencies that don’t have buyers in house to provide all the information they need to make an informed buy,” Jahns said.
Jahns relies on AAM’s Media Intelligence Center to access ZIP code or county-level data.
“I use the Analyzer tool to determine how many subscribers exist in each county. Once we have that information, we can decide whether it’s a valuable buy based on the client’s objectives.”
Using AAM’s database helps Jahns maximize efficiency.
“We really value being able to access current data for multiple publishers in one location,” Jahns said. “It makes my job much easier.”
Streamlining the media planning process and trusting verified data are top reasons why Jahns encourages publishers to join AAM.
“If a publisher isn’t included in AAM’s database, I’ll need to contact the newspaper, which can be challenging,” Jahns said. “We definitely prioritize media that has been verified.”
