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PMB StructurePMB Structure
PublishersPublishers
AdvertisersAdvertisers AgenciesAgencies
AssociatesAssociates
Total Members: 450
Canadian BusinessCanadian FamilyCanadian Gardening Canadian GeographicCanadian Hockey MagazineCanadian Home WorkshopCanadian House & HomeCanadian LivingChatelaineElm Street enRoute Magazineeye WeeklyFamous MagazineFashionFeature Fifty Plus/CARP NewsFlareFood & DrinkGardening LifeGardens WestGlobe Television
Going PlacesGolf CanadaGood TimesHarrowsmith Country LifeHealthWatchHomemaker's MagazineI.E.: MoneyImagesInvestment.comJourneyLeisureWaysMaclean'sMoneySenseMontreal MirrorMutual Fund ReviewNational Post BusinessNOWOntario Golf NewsOntario Out of DoorsOutdoor CanadaPerformance Magazine
Plant & GardenPrimeTimeProfessionally SpeakingProfitReader's DigestR.O.B. MagazineSaturday NightSpectator TVStarweekStyle at HomeThe Toronto SunTimeToday's ParentToronto LifeTribute TV GuideTV TimesTV WeekVancouver MagazineWestern LivingWestworld
Publisher Members (English)
Publisher Members (French)7 JoursAffaires PlusCaptial SantéChâtelaineClin d'oeilCOOLCoupe de PouceDécoration Chez SoiDécormagDernière Heure Echos-Vedettes Elle QuébecFemme d’Aujourd’huiFemme PlusFilles d'aujourd'huiFleurs Plantes et Jardins ICI MontréalL’ActualitéLa revue des fonds mutuelsLe Bel Âge
Le LundiLe Magazine Enfants QuébecLes AffairesMadameMagazine Hockey CanadienMagazine les Ailes Magazine PMEMontréal MirrorPrimeurs Québec ScienceRénovation BricolageRevue CommerceSélection du Reader's DigestSentier Chasse-PêcheStar Inc.Télé PlusTouring TV 7 Jours/TV HebdoVOIR
Agency MembersAd Express Canada Inc.Allard JohnsonAmalgame-Cargo Inc.Ammirati Puris Ltd.Armada, Agence de PublicitéAxmith McIntyre WichtBates CanadaBBDO CanadaBristol GroupBryant Fulton & Shee Carat CanadaCopeland CommunicationsCorporate CommunicationsCossette CommunicationsDoner Canada Inc.Gaggi Media Communications Gee, Jeffery & Partners Genesis Media Inc.Glennie Stamnes StrategyGlobal Television AgencyGriffin Bacal VolnyGroupaction JWTGroupe BCP Inc.
Harland DesRocher Inc.Hewson Bridge & Smith HYPNInitiative Media Inc.Lacroix-Bleau Comm. MarketingLanyon PhilipsM2 Universal CommunicationsMarketel/McCann Erickson Marketing Communication Inc.MAXX Media Inc.McKim Communications Inc.Media Buying Services Ltd.Media ExpertsMediaVest Canada Inc.Mediavision W.W.P.Mindshare CanadaNextMedia CompanyOMD CanadaOptimedia CanadaOptimum Media Inc.Padulo AdvertisingPalm Publicité Marketing Palmer Jarvis DDB/DowntownPalmer Jarvis DDB/OMD
PNMD CommunicationsPublicité Martin Inc. Retail CommunicationsSaatchi & Saatchi Advertising SGCI Marketing Starcom WorldwideTarget Marketing & Comm.Taylor George DesignTBWA Chiat/DayTequila CommunicationThe Communique GroupThe Media Edge (Y & R)Thom GroupTMM Taylor Made mediaTN MediaTouché! Média-Marketing Inc.Troutbeck ChernoffWalker Media Inc.Wasserman & PartnersWolf AdertisingZoum Communication
Advertiser MembersA&W Food Services Abbott LaboratoriesAir CanadaAltamira Financial ServicesAmerican ExpressApple CanadaArt Gallery of OntarioAT&T CanadaBacardi Martini CanadaBank of MontrealBayer Consumer CareBell CanadaBenjamin Moore Bristol-Myers Canada Burger KingCampbell Soup CompanyCarter HornerCanadian TireCara OperationsCarter HornerChristie Brown & Co.CI Mutual FundsClearnet PCS Inc.Coca Cola Limited
Compaq CanadaCorby DistillersDaimler Chrysler CanadaDanone InternationalDylexEffem Inc.Energizer CanadaEthical FundsFidelity InvestmentsFord Motor CompanyGeneral MillsGeneral Motors Hershey CanadaHostess Frito-LayHSBC Bank CanadaIBM CanadaIGAIkea CanadaImperial OilImperial TobaccoInvestors GroupKellogg CanadaKodak Canada
Kraft CanadaLabattsManulife FinancialMcDonald’s RestaurantsMolson Breweries Nestle CanadaNikePetro CanadaProcter & GambleQuaker OatsReckitt BenckiserRoyal BankScotiabankScott PaperSmithkline BeechamToronto Dominion BankUDV UnileverVisa CanadaWarner LambertWrigley Canada
PMB Board of DirectorsPublishers Agencies Advertisers
Bill Duron, Toronto Life Ann Boden, OMD Canada Gina Banks, Procter & Gamble
Jacqueline Howe, Avid Media Peter Burke, TN Media Sandra Cifersons, Kraft Canada
Jean-Paul Leclair, TVA Publications
Karen Nayler, Mindshare Canada
Ed Daley, Carter-Horner
Terry Malden, Rogers Media Sylvie Chartré, Palm Publicité Hasan Imam, UDV Canada Inc.
André Préfontaine, Transcontinental Publications
Sara Hill, M2 Universal Communications
Jean-Marc Leclerc, Honda Canada
Lilia Lozinski, Multivision Maria Spensieri, Allard Johnson Lauralea Mast, Fidelity Investments
Neil Soper, Leisureways/Westworld
Penny Stevens, The Media Company
Andrew Pollock, HMV North America
Larry Thomas, Reader’s Digest Rob Young, HYPN
The PMB Study
• Annual study
• Sample size: 24,000
• Personal in-home interview
• Leave-behind self-completion questionnaire
• Year-round data collection
The PMB Study
Data collected:
• Demographics
• Lifestyle Data
• Product Usage
• Retail Store Data
• Brand Usage
• Psychographic Data
• Other Media data
• Magazine readership
The PMB Study
Data distribution
• Volumes published once per year
• Computer access via software suppliers
PMB Medical Media Study
Started January 2001 Major objective:
measure the readership of selected medical publications
Results: annually in July (3,000 interviews)
PMB Medical Media Study Technical Overview
• Year-round mail questionnaires:
125 per month; 1,500 per year
• 2-year rolling sample of 3,000
All physicians 65 years of age or under
National
Sample to be drawn from the IMS FINDr database
Sampling
Universe Definition
MMS 2001
Physician Universe DistributionGP/ Internal OB/
Region Total FM Surgery Medicine PsychiatryGYN Pediatrics Cardiology
British Columbia 5,673 3,951 374 389 518 160 210 71
CMA 3,803 2,486 247 304 419 112 171 64
Non-CMA 1,870 1,465 127 85 99 48 39 7
Prairies 6,273 4,178 429 554 491 196 340 85
CMA 4,821 2,981 352 499 429 165 310 85
Non-CMA 1,452 1,197 77 55 62 31 30 0
Ontario 14,264 8,791 979 1,344 1,643 513 706 288
CMA 11,366 6,686 779 1,146 1,430 432 633 260
Non-CMA 2,898 2,105 200 198 213 81 73 28
Maritimes 2,988 1,982 237 246 230 104 142 47
CMA 1,307 761 100 131 136 46 94 39
Non-CMA 1,681 1,221 137 115 94 58 48 8
Quebec - Total 11,070 7,195 830 915 977 343 500 310
CMA 8,490 5,264 628 777 860 267 403 291
Non-CMA 2,580 1,931 202 138 117 76 97 19
CMA 29,787 18,178 2,106 2,857 3,274 1,022 1,611 739
Non-CMA 10,481 7,919 743 591 585 294 287 62
Universe
Sampling (cont’d)
Sample
To obtain 3,000 responses 6,667 sample
Sampling (cont’d)MMS 2001
Physician Universe DistributionGP/ Internal OB/
Region Total FM Surgery Medicine Psychiatry GYN Pediatrics Cardiology
British Columbia 908 555 66 57 68 62 56 44
CMA 624 350 44 45 56 44 45 40
Non-CMA 284 205 22 12 12 18 11 4
Prairies 1,024 587 76 81 64 74 89 53
CMA 807 419 62 73 56 63 81 53
Non-CMA 217 168 14 8 8 11 8 0
Ontario 2,376 1,235 172 195 213 195 186 180
CMA 1,922 940 136 166 185 165 167 163
Non-CMA 454 295 36 29 28 30 19 17
Maritimes 491 278 42 36 30 39 37 29
CMA 228 107 18 19 18 17 25 24
Non-CMA 263 171 24 17 12 22 12 5
Quebec - Total 1,871 1,011 145 132 126 131 132 194
CMA 1,463 740 110 112 111 102 106 182
Non-CMA 408 271 35 20 15 29 26 12
Totals 6,670 3,666 501 501 501 501 500 500
CMA 5,044 2,556 370 415 426 391 424 462
Non-CMA 1,626 1,110 131 86 75 110 76 38
MethodologyQuestionnaire Design
Each publication in the study identified byRepresentative cover (selected by the publisher)
Publication title
Publishing frequency
Readership questions for each publication:Out of four issues, number usually read or looked intoHow much of last issue read or looked intoTime spent reading last issue
MethodologyQuestionnaire Design (cont’d)
36 publications Publications grouped by
general (10)specialty (19)region (5)reference (2)
The three major groups of publications rotated each group
equally in 1st, 2nd, 3rd place Publications in each of the three versions presented in alpha
and reverse-alpha order Reference publications either at the front or back of the
questionnaire
MethodologyQuestionnaire Design (cont’d)
Three types of questionnaire
French Canada (30 English and 6 French publications)
English Quebec (30 English and 6 French publications)
Other English (30 English publications)
MethodologyData Collection
Package includes: Introductory letter
Personalized 4-colour questionnaire
Separate form for prescribing data
Incentive (personalized cheque)
Return envelope
Hand cut & folded envelope
Commemorative stamps
MethodologyData Collection (cont’d)
Incentives$25 to Surgery, Psychiatry, Obstetrics/Gynecology/Pediatrics
$50 to GP/ FM’s
$75 to Internal Medicine/ Cardiology
Response Rate
Target response rates
50% overall
Minimum 45% each specialty
• Respondent classification information
Type of practice Medical specialty Years in current field of practice Number of patients per day Policy on prescribing drugs Policy on seeing pharmaceutical representatives
• Details of prescriptions written
Data Reporting
• Printed readership volumes containing readership data
• MMS Database available through PMB’s licensed software
suppliers (IMS; Telmar)
• PMB provides education, training and on-going service
Administration
• Study monitored by 10 person MMS Operating Committee
reporting directly to PMB Board
Agencies Publishers
Chair: Hugh Dow (M2 Universal) Peter Cocker (Stitches)
Gloria di Ioia (MBS) Jim Hall (Rogers)
Stephanie Gazo (HMR) Madeleine Partous (Parkhurst)
Phyllis Grossman (Mindshare) Peter Taylor (CFP)
Robert Troutbeck (Troutbeck, Chernoff) Carlo Viola (STA)
Operational Overview
• All MMS accessing companies become PMB members
• PMB provides full administration of the study
(contracts with agencies and publishers; invoicing; technical support to members)
Advertiser Participation: Return-to-Sample
• First MMS RTS study: Fall 2001
Re-contact MMS respondents to ask proprietary questions
Data confidential to sponsor
Data can be linked to MMS database
Timing: Data 10-12 weeks after start of fieldwork
It’s Your Study