Advertising Age

Recommended supplement

Advertising Age is billed as "Crain's International Newspaper of Marketing." When you see Advertising Age it's big (11 inches by 14.5 inches), but it sure doesn't look like a newspaper. Maybe it just started out that way. The newspaper definition by Webster is actually pretty mundane, "a paper that is printed and distrib-uted usu. daily or weekly and that contains news, articles of opinion, features, and advertising", don't be fooled, however, since you can still (don't be fooled, however, since you can still threaten your neighbors with it.

According to its editors, Advertising Age is the largest and most quoted marketing publication in the world, available in local languages in 17 countries, and is the only U.S. marketing publication that is edited for all segments of the marketing industry: marketers, agencies, media, sales promotion, special events, and so on. (Mediaweek, see below, is aimed only at media buyers at advertising agencies.)

This is a very "busy" newspaper, with short newsy items that have about as much reference use as a sound bite from Bart Simpson if you're not in the know, plus lots of full page ads, as one might expect with a name like Advertising Age. However, if you want to find out who's who and what's happening, then this is the place. The newspaper has a classifieds section (about three pages of ads offered by region); editorials, "Interactive," Special Report "World Brands," and more. The publication is written for the industry as news-about the people, companies, products and services, and legislation. It is composed of the journalistic questions who, when, where, what, and how. The analytical "why" is seemingly left for other types of journals. Nevertheless, there are at times some good lists that show industry expenditures in the advertising field and other types of similar statistical data.

If you would like to try some other variations on the advertising industry theme, take a peek at ADWEEK, (800) 641-2030 or go on-line to www.adweek.com. A close sister to ADWEEK is Mediaweek, and if you really want that job in advertising, you better be familiar with this weekly publication too (ISSN 0155-176X). Call ASM Communications, Inc. (subsidiary of BPI Communications) at (212) 536-5336.

www.adage.com
Database: LEXIS-NEXIS

Advertising Age

Weekly publication
ISSN 0001-8899
For more information, call
Crain Communications
Phone: (800) 283-2724