As an AAM member, Hobby Lobby has access to the Media Intelligence Center, which houses detailed print and digital stats for more than 1,100 daily, weekly, nonpaid and branded edition newspapers.
Hobby Lobby Stores, Inc., located in Oklahoma City, Okla., is a major arts and crafts retailer, with 525 stores in the U.S. The retailer uses newspapers to reach its customers, advertising in more than 400 newspapers across the country.
As an invoice analyst for Hobby Lobby, Deena Tice uses circulation data nearly every day. She reviews incoming invoices to ensure they are accurate. When a contract expires, she checks how a newspaper’s circulation has changed since the last period. With advertisements running in hundreds of newspapers, Hobby Lobby needed a source of circulation data in one place to help employees work efficiently.
As an AAM member, Hobby Lobby has access to the Media Intelligence Center, which houses detailed print and digital stats for more than 1,100 daily, weekly, nonpaid and branded edition newspapers. This comprehensive database was redesigned and relaunched last fall and now features expanded and enhanced search options that make it easy for users to search by title, location, ZIP code or publisher. Users can also apply the filters to narrow in on newspapers that fit specific search criteria.
“There’s a lot of information that we can go back and review or new data that we haven’t studied before,” Tice said. “The Media Intelligence Center has been very helpful.”
Tice uses the Media Intelligence Center almost every day to search for newspapers to verify and track their circulations.
“It’s great that the data is broken out,” she said. “So many papers are named the same thing, so it helps to search by city or state. We also check for the publisher’s statements or audit reports and use the most recent for comparisons.”
If a newspaper is not an AAM member, Tice has to contact individual newspapers to verify their circulation. It can be a time-consuming process. But with the Media Intelligence Center, Tice has access to data for hundreds of newspapers — all verified by AAM — in a few clicks.
“If it’s on our report, we just pull up the site and get our information from AAM,” she said. “It definitely helps save time.”