PHOTOS: MAC Chicago Sports Luncheon 10.16.14

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$75 Membership Special! New 2014 membership card & benefits!

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It’s a great year to join the MAC. As Chicago’s leading club for the media/advertising community, we’re committed to providing industry seminars, networking events, local career opportunities and more.

New members and renewing members paying online will be contacted by MAC Headquarters within one week to confirm contact information and to be mailed your membership card. Thank you for your continued support of the MAC.

 
Each MAC member is entitled to discounted tickets for the following annual events:

St. Paddy’s Daze, Cinco De Mayo, MAC Open, Summer Blast, Gutter Bowl and priority seats / tickets to all MAC Seminars!

Please show your card at all events when purchasing tickets the day of the event or use your membership number (found on the front of your card) when buying on-line. As an added benefit, all MAC club members are also entitled to a 10% discount at all participating restaurant partners listed on the back of your membership card (pictured below):

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MAC Basic Membership Special! $75

  • Each MAC member is entitled to discounted tickets for the following annual events: St. Paddy’s Daze, Cinco De Mayo, MAC Open, Summer Blast, Gutter Bowl and priority seats / tickets to all MAC Seminars!
  • As an added benefit, all MAC club members are also entitled to a 10% discount at all participating restaurant partners listed on the back of the card.

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MAC Corporate Membership $85

  • If any one company has a minimum of 10 members, each member receives a $10 discount. This membership includes the same benefits as the Basic.
  • Each member will receive a membership card.

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MAC Season Ticket Membership $249

  • Season ticket holders will receive tickets for the following annual events: St. Paddy’s Daze, Cinco De Mayo, Summer Blast, Holiday Party and priority seats / tickets to all MAC Seminars!
  • Also, reduced tickets to all other events, seminars and the option to purchase additional Holiday Party tickets at “member only” price

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ADI (Outside of Area) $59

Open to residents outside of the Chicago ADI. Same benefits as the Basic membership.

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To unsubscribe to email correspondence from the MAC Chicago, please emai: info@themacchicago.com with the subject “unsubscribe”.

As a member of the MAC Chicago, you acknowledge that your email and contact information will be used for distribution of MAC notices and event information ONLY. We do not share or distribute your information to any outside source.

PHOTOS: MAC Gutter Bowl 2012

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Content providers search for ways to make it count

 

View Photos From The Seminar

Phil Rosenthal / Chicago Tribune 

Media executives grapple with the technology behind audience measurement

When WMAQ-Ch. 5 boss Larry Wert checks the numbers to see how many people are using content on his station’s website, it turns out there are many.

Many numbers, that is, as the audience estimates produced by each measurement service don’t sync.

“We have Omniture data, comScore, Nielsen, some of our internal metrics that we look at — they don’t match,” Wert said.

Hampering the effort are audiences splintering into ever smaller shards as they use an array of outlets and platforms — including websites, mobile devices, print and broadcast.

This is the dilemma that dominated a Media Advertising Club of Chicago seminar last week on the evolution of media measurement that I moderated at the Museum of Broadcast Communications, which opens Wednesday.

The tinier the pieces the more precious each becomes. It’s more important than ever for traditional media looking to cover the costs of producing content to deliver to marketers as much information as possible about who’s watching, reading and listening.

Arguably, technology has made the measurement systems better than ever. But the result is counterintuitive: Consumers are followed more closely but the numbers don’t always add up, and it’s not clear how to put a value on those numbers.

They count and maybe I count, maybe you count. Almost no one counts the same.

“What happens when you start splintering all the listening and viewing is the numbers become less stable regardless of the fact that the measurement system is improving,” said Debbie Solomon, managing director of business planning at MindShare USA.

Nielsen’s Patrick Dineen, senior vice president of local television audience measurement, said it’s “wildly inappropriate” to try to track audiences through one medium. Kevin Gallagher, executive vice president and local director at Starcom, said his firm has replaced talk of traditional media planning with something that tracks targeted consumers’ daily interaction with media.

“So it takes us to different places than where we’ve traditionally been,” Gallagher said. “We’ve been very television-centric. Not that television doesn’t have a role, but in a multiscreen world, the consumer is interacting with multiple screens so we have to find a measurement that is across screens.”

But it’s not clear whether video content on TV, for example, engages viewers less or more than on a laptop or tablet.

“Until we know how consumers engage on that, we can’t accurately value those,” he said. “That’s where we need to get to.”

Marketers have always placed a premium on factors such as age and income, making some media consumers more valuable than others. DVR users matter, but 48 percent of those watching on delay fly past commercials. Besides knowing whether a given ad registers or resonates, it’s helpful to look beyond demographics to show the value of an ad buy.

Rentrak, for example, is a firm that breaks down audience estimates to groups who are likely to buy a certain kind of product. “What we’re focusing on at Rentrak is what we call advanced targeting … understanding consumer behavior that’s directly related to advertisers’ needs,” said Bruce Goerlich, Rentrak’s chief research officer, noting those interested in buying a car would be more valuable to an automaker.

“Some clients have never understood demographics because their clients aren’t women 25 to 54, it’s women who shop at their store and are loyal, and they have the data in their database to know who those shoppers are,” Starcom’s Gallagher said. “What we can do is combine some level of client qualitative data with viewing data to get a more accurate target. That really resonates with clients who are marketers and not media people. … There is a little bit of secret sauce.”

Increasingly the raw numbers will matter less, as advertisers become less willing to pay to reach those they cannot make money from, and the value of various measurement services’ results will be in the shadings they provide on who’s taking in the content, how and when.

“There can be glitches. Let’s face it, it’s still based on someone being willing to participate,” said Ed Cohen, vice president of research policy at Arbitron, whose shift to electronic people-meter measurements so shook the radio business that broadcast formats that had performed well in the old diary system were altered or abandoned because of the new results.

The Internet is especially tricky, according to Joan FitzGerald, vice president of sales and business development at comScore.

“We thought we had fragmentation when we had 100 cable networks out there, and everyone was worried about what was going to happen when we had 500 cable networks,” FitzGerald said. “Now we’ve got millions and millions of websites. We’ve got millions of kinds of content that can be consumed on a mobile device. So fragmentation is becoming more of a standard in terms of consumer experience and what we need to measure, so big data solutions are going to become much more important to us as media professionals.”

It’s not just a matter of measuring hits and cookies. It’s about patterns.

“There’s always going to be multiple sources of information in the marketplace,” FitzGerald said. “But one of the most important things about it is the technology that you’re using to create consumer-centric data, to make sure the media companies are on a level playing field as they negotiate for ad dollars.”

And still, content providers such as WMAQ’s Wert are occasionally unnerved.

“The sample sizes (are) small and getting smaller; our results are getting more inconsistent,” he said. “And the last thing we can afford with a model to support the content in traditional media, whether it’s print or television or radio or cable, is not-credible data.”

But who’s counting?

philrosenthal@tribune.com

Twitter @phil_rosenthal

Copyright © 2012, Chicago Tribune

Photos: MAC Holiday Party 2011

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MAC Summer Blast 2016

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Celebrate the start of SUMMER IN THE CITY with the MAC!

DATE: Thursday, June 16th, 2016

TIME: 430-7P (Registration closes at 630P)

PLACE: Bull & Bear – 431 N Wells St, Chicago, IL  60654

TICKETS: Include Admission, 2 Drink Tickets, and Light Appetizers

$25 For Members   –   $35 For Non Members   –   or $75 For Ticket and 2016 Membership

A portion of the proceeds from the MAC Summer Blast will benefit the Off The Street Club – a non for profit charity that provides kids living in the West Garfield Park neighborhood and surrounding neighborhoods hope in the form of a safe place to learn, laugh, and play without worry.

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TICKETS AVAILABLE NOW!

 

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eMAC Newsletter May 2011

Cinco de Mayo Party TONIGHT! 2-Hour Margaritas & Corona Open Bar + BULLS game!

Where:
Meze Tapas Lounge
205 N. Peoria
Chicago, IL. 60607
www.mezerestaurant.com

When:
Wednesday- May 4, 2011
6:00PM-8:00PM

Tickets include:
2-Hour Margaritas & Corona Open Bar

Plenty of TVs will be on to catch all of the BUlls game action!

Tickets: $25 Member/$35 Non-Member

Online registration has closed. Tickets may be purchased at the door.

More information available at  www.themacchicago.com/events

*Valet parking also available for $8

MAC Cinco De Mayo Party 5/4/11 – Tickets on sale now!

Where:
Meze Tapas Lounge
205 N. Peoria
Chicago, IL. 60607
www.mezerestaurant.com

When:
Wednesday- May 4, 2011
6:00PM-8:00PM

Tickets include:
2-Hour Margaritas & Corona Open Bar

Tickets: $25 Member/$35 Non-Member

Tickets available at www.themacchicago.com/events

*Valet parking also available for $8