Planit Media, the online search tool, is planning to post every
newspaper, new-media owner and outdoor operator in Europe on its system,
which is used by 4,310 planners,buyers and marketing executives.
At present, the Swedish-based company runs a database of 38,112 consumer
and business magazines. Registered users can search for magazines by
highlighting one of Planit Media’s 317 subject categories.
They are shown a photograph of the magazine, a paragraph of information
on the publication, including the ad manager’s name, telephone number
and e-mail address, and a list of basic ad rates.
If they want to advertise in a title, Planit Media will automatically
send the publisher a fax containing the contact details of the buyer or
The same formula will be repeated from this summer with newspapers,
internet ventures, exhibitions and outdoor companies.
’We are giving free business leads to media owners,’ said Planit Media’s
founder and former ad salesman Colm Barry. ’We’ve had 12,650 requests
for media packs from users just since last September. We sit in the
middle, putting publishers in contact with buyers.’
Barry’s aim is to post 3,500 newspapers, 12,000 online companies, 1,000
exhibitions and 500 outdoor outfits on the system.
Planit Media, which is based in Malmo, is also planning to roll out the
search tool to Asia, Africa, Australia, Latin America and North
He is upping his team of 21 to 50. Sales staff will contact media owners
and encourage them to send in their details. The team is also selling
the database to planner/buyers and the marketing departments of client
Planit Media is used by some media owners as a source of market
intelligence, for example, to discover how many titles exist in a sector
and to get an idea of ad rates.
Media owners submitting details can also post job vacancies on the
Planit Media system, although Barry said it will be an ’added extra’
rather than a core part of the website.
Planit Media, which launched in 1997, has recently signed contracts to
supply its system to CIA Medianetwork, OMD and Publicitas Promotion
Network, which handles the advertising sales for newspapers and
magazines across Europe.