The media industry’s information bible Brad is to appear on the net
from 10 April.
The online offering will carry the same information as the printed
version but will have the advantage of being updated every 24 hours
instead of every four to five weeks.
Brad online can be found at www.brad.co.uk and will be free to access
throughout April. After that, a subscription will cost pounds 497 a
year, the same as the print version. Second and subsequent users at the
same address will pay pounds 265 a year.
Brad online will have a search capability allowing generic searching.
For example, a search for the word ’tree’ would produce details of all
the consumer magazines related to nature and all the business titles in
the forestry and agriculture categories.
It also carries sales data, ad rates, editorial profiles and readership
data for 120,000 advertising media, including newspapers, magazines,
ambient media, TV and radio, and a database of new-media advertising
The printed Brad sells 2,000 monthly subscriptions plus a number of
single copies. The publisher, Emap Business Communications, believes
monthly copies are not thrown away and that as many as 25,000 copies are
With huge savings in print and paper at stake, Emap is keen to switch
subscribers to the online version but will retain a printed edition for
those who prefer it.
The publishing director Catharine Pusey said the printed version of Brad
would be reduced in frequency in a year’s time and would not carry as
’We will be talking to customers over the next few months to find out
what they want,’ she said.
Pusey added that ALF, the brand and agency directory, would ultimately
go online but there was no launch plan at this stage.
Since last May, Brad has also been offering a planning and scheduling
tool, BradNet, which enables querying of Brad via the internet. However,
users need an additional piece of software and subscriptions cost pounds
There is also an web version of ALF called Genesis.