Suffering from information overload? Focus your attention on our “e-List.” From the hundreds of online sites that cover the ever-changing world of media, we at Elymedia have edited the information worthy of the e-List — a tight collection of the very best must-read resources. Based on our 20 years in the business, we offer our insight into what is worth your time to read, with the most salient and up-to-date information. The key phrase is “worth your time.” Spend 15 minutes each morning with the e-List, keep your desk clean, and be on top of the latest media news. Keep our e-List handy, and bookmark the websites below.

• Online Trade Publications & Websites »
• Direct Marketing/Traditional Trade Pubs & Websites »
• Associations & Events »
• Media Research »

Online Trade Publications & Websites
We feel that the following are the “must read” sites. Each has e-newsletters you may want to subscribe to.

http://www.mediapost.com
Since 1996, Mediapost.com has been the leading advertising-and-media Internet portal providing free tools, news, and directories to help our more than 36,000 members better plan and buy both traditional and online advertising. The database tends to get somewhat dated but is worth exploring. Some of the resources available on the website include:
- The Media Knowledge-Base Directory with over 60,000 media and agency contacts, resource links, events, news and classifieds;
- E-newsletters focusing on a variety of content;
- Center For Media Research (a leading website for finding and purchasing the latest dependable media-related research data available on the Internet).
Even their hardcopy magazine OMMA is worth subscribing to since it offers more in-depth coverage of some of the hot topics covered in the newsletters.

http://www.clickz.com
ClickZ wins the award for greatest number of e-newsletters available daily. The info is specific to the type of media (search, email, online advertising) and offers columns, written by industry experts, that are full of valuable case-studies, points of view, and actionable tips. Subscribe to as many as make sense, then check for duplication and edit down your choices.

http://www.imediaconnection.com
iMedia Communications, Inc. is a trade publisher and event producer serving interactive media and marketing industries. The company was founded in September of 2001 and is a subsidiary of DMG World Media. The site itself offers very thorough coverage on all of the various marketing channels, media strategies, consumer strategies, search, creative, research and metrics, industry issues, and the usual coverage on people in the industry.

http://www.marketingsherpa.com
MarketingSherpa, Inc., is a research firm publishing case studies, benchmark data, and how-to information for marketing, advertising, and public-relations professionals. There is so much information here that is worth a daily or at least weekly read, to catch stories and issues relevant to you and your business. Their research activities include:
- In-depth interviews with marketing VPs, directors, and the agencies/consultancies serving them in the USA and Canada;
- Surveys of their online and email newsletter readership (173,000 marketing, advertising, and PR professionals);
- Industry-wide results data based on aggregate client results, metrics from various vendors and analytics firms;
- Lab tests conducted in conjunction with analytics vendor partners;
- Surveys of third-party lists and communities — ranging from consumers to vertical business professionals — conducted routinely throughout the year, in partnership with other media companies, marketing vendors, and research firms;
- Collection and analysis of "best-of" research data published by other research firms, labs, and service providers to the marketing field. They constantly review hundreds of research reports and white papers for data that might prove useful.

http://www.adrants.com
A blog very much worth reading. It’s written by former ad-industry practitioners and provides insightful, informed, experiential, no-holds-barred commentary on the state of the advertising and media industries. Editorial covers emerging marketing and advertising trends, cultural and demographic shifts affecting advertising strategies, new campaign launches, viral and buzz marketing, useful industry research and the examination of the industry's shift from old paradigms to new. They definitely have a position and an attitude about everything they cover — which is why it’s such worthwhile reading.

http://www.marketingvox.com
Good coverage of the marketing world overall. Great search-engine and excellent archives. Great place to do research on the online world.

Direct Marketing/Traditional Trade Pubs & Websites

http://www.adage.com
How can you not read at least the headlines of Adage? The focus is on the advertising industry ? both online and traditional, with an emphasis on the latter. But no one covers the trends, issues, and movement in the ad industry better than they do.

http://multichannelmerchant.com
Previously called Catalog Age, it has evolved as the catalog industry has: by embracing online media. It’s a must read for catalogers and stores with a retail/online/catalog mix. Covers the issues that are particular to this group — the list and database world, operations and fulfillment, merge/purge and computer processing. Not for everyone, but if you are in this industry, log on at least weekly.

http://www.btobonline.com
Billed as the “magazine for marketing strategists,” it covers all things relevant to the business-to-business marketer, whether digital or traditional. Their annual special issues are worth the price of admission and stay on our bookshelf for reference for at least a year. This is another must-read if you are in B2B. Both online and hard copy are worth subscribing to.

http://www.dmnews.com
Surely one of the bibles of the direct-response industry — both online and traditional. DM News is owned and operated by Courtenay Communications Corporation, a privately-held media corporation. DM News was originally launched as a tabloid newspaper in 1979. The DM News franchise today includes the weekly print edition of DM News, serving a BPA-audited circulation of 50,000 qualified recipients, along with the DMNews.com website, and three email newsletters. These online editions collectively reach hundreds of thousands of readers per month. The DM News team of professional journalists and marketers is uniquely suited to cover the convergence of direct, database, and online marketing and advertising.

Associations & Events

http://www.the-dma.org
This is the mother of direct marketing associations — and the industry leader. The website, even if you are not a member, is rich with content: industry news, tools, research, job listings, events, and resources. I find myself using the site for research, locating news or info for my clients at least weekly. Spend some time on this site — there is even deeper content available if you are an active DMA member.

http://www.ad-tech.com
Ad-Tech was one of the first and best “interactive” trade shows. With the dot-com collapse, attendance at the show withered to next to nothing, but in the last two years, Ad-Tech has reclaimed its status as the one interactive-media event you MUST go to, even if you just visit the exhibition hall. The website details the events, speakers, issues, and exhibitors and is a quick study of the industry as a whole. Pay the money and go.

http://www.the-dma.org/conferences
The Direct Marketing Association’s major annual conference — another MUST-attend if you are in any aspect of the direct response industry.
See Mediapost, ClickZ, and MarketingSherpa websites listed above for additional events.

http://www.iab.net
The website of the Interactive Advertising Bureau, a trade association populated by the major movers and shakers of the interactive space. Their stated mission: to be the only association dedicated to helping online, interactive-broadcasting, email, wireless, and interactive-television media companies increase their revenues. Not necessarily a site to be read daily, but it offers coverage of leading industry trends and policies. Bookmark for the occasional reference and research into issues on an as-needed basis.

Media Research

If all of the resources listed above are not enough, there are several true research companies you need to be aware of. See our best picks below.

http://www.emarketer.com
Here is how eMarketer bills itself: “Market research on E-Business and online marketing, objective analysis of online market trends, data from over 1,700 worldwide sources.”
They are thorough, their tone is intelligent, and they cut through the hype with a slightly cocky, skeptical attitude. They succeed in turning an overabundance of data into concise information that is sound and dependable. This is another site that we probably log on to at least weekly for a good solid read.

http://www.jupiterresearch.com/bin/item.pl/home
JupiterResearch provides unbiased research, analysis and advice, backed by proprietary data, to help companies profit from the impact of the Internet and emerging consumer technologies. Doesn’t quite have the attitude of eMarketer but provides comprehensive coverage and content.

http://www.returnpath.biz
ReturnPath is an email service provider, but it does an excellent job researching and reporting on the email space. Good white papers and trend analysis.

http://www.doubleclick.com
Another major player in the digital and email space, DoubleClick spends much money and manpower on research. The resulting white papers and reports are always essential and often quoted throughout the industry.

Elyse Tager Elymedia, LLC 1361 Park Street, Ste. 222 Alameda, CA 94501 p 510-769-7352 - f 510-337-9371 www.elymedia.com

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