Databases | Advertisers and Agencies | Advertising Cost
Demographics and Lifestyle | Market Share | Population
Purchasing Habits

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Advertisers and Agencies

The Advertising Red Books Online
The Red Books are standard reference books for advertisers. Available in several volumes, they provide information on companies, their advertising expenditures as well as advertising agenices. Information incudes:

Advertisers Business Classification
Contains data on more than 14,000 companies in the United States and Canada that spend more than $200,000 on advertising. Company data includes name, location, tradename, contact information, Web site, and advertising expentirures. Also includes list of leading advertisers by expentiture and leading advertisers by Media (i.e., Top 25 Advertisers based on Newspapers, etc.)

Advertisers Index
Index of companies listed in the Advertisers Business Classification. Allows you to locate company information by state, brand name, SIC Code, and personel.

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Advertising Cost

SRDS (Standard Rate and Data Services) Direct Marketing List Source
[Reference] HF5861 .D565 Catalog Record
Directory of lists used by direct marketers for advertising. Lists are organized by subject. Each listing includes type of list, list manager, contact information, description of list, source, number on list, and cost.

SRDS Interactive Advertising source: The Marketing Professional's Complete Source for Interactive Media and Marketing Opportunities
[Reference] HF5905 .S65 Catalog Record
Provides advertising information on Interactive/Internet publications. Includes basic information for the resourcs: location, contact info, etc.; also provides advertising sales contacts, represntative firms/ad networks, site information, usage/circulation, audience profile, advertising rates, and more.

SRDS Business Publication Advertising Source
[Reference] HF5905 .S723 Catalog Record
Provides advertising information for trade publications. Organized alphabetically by title. Each listing includes publication title, publication name, important personnel, contact information, publication schedule, type of ads available, and ad rates. Part 1 includes general trad publications; part 2 includes domestic healthcare; part 3 includes international healthcare.

SRDS Consumer Magazine Advertising Source
[Reference] HF5905 .S725 Catalog Record
Provides advertising information for consumer publications. Organized alphabetically by title. Each listing includes publication title, publication name, important personnel, contact information, publication schedule, type of ads available, and ad rates.

SRDS Newspaper Advertising Schedule
[Reference] HF5905 .S73 Catalog Record
Provides advertising information for newspapers. Organized by state. Each listing publication title, publication name, important personnel, contact information, publication schedule, type of ads available, and ad rates.

SRDS Radio Advertising Source
[Reference] HF5905 .S74 Catalog Record
Provides advertising information for radio stations. Organized by market. Each listing has basic information about the station, including contact information. Ad rates are not included because rates vary based on time slot, viewership, etc.

SRDS TV & Cable Source
[Reference] HF5905 .S74 Catalog Record
Provides advertising information for TV and cable stations. Organized by market. Each listing has basic information about the station, including contact information. Ad rates are not included because rates vary based on time slot, viewership, etc.

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Demographics and Lifestyle

The Baby Boom: Americans born 1946 to 1964
[Reference] HF5415.33.U6 R877 Catalog Record
Covers attitudes, behavior, education, health, income, labor force, living arrangements, population, spending, Wealth. Based on data collected from the Census, the Bureau of Labor Statistics, the National Center for Education Statistics, the National Center for Health Statistics, and the University of Chicago's National Opinion Research Center

County and City Data Book www.census.gov/statab/www/ccdb.html
[Reference] HA202 .A36 Catalog Record
Data from the US Census on the population, healthcare, education, and arts, entertainment and recreation (etc.) of the US states, counties, and cities with a population of 25,000+.

Generation X: Americans Born 1965 to 1976
[Reference] HC110 .C6 G46 Catalog Record
Covers attitudes, behavior, education, health, income, labor force, living arrangements, population, and spending.. Based on data collected from the Census, the Bureau of Labor Statistics, the National Center for Education Statistics, the National Center for Health Statistics, and the University of Chicago's National Opinion Research Center

Lifestyle Market Analyst
[Reference] HF5415.33.U6 L54 Catalog Record
Geared towards the marketing professional, this resource has demographic and lifestyle (hobbies and interests) information by (MSA). Also ranks MSAs by lifestyle.

The Millennials: Americans Born 1977 to 1994
[Reference] HQ796 .M4797 Catalog Record
Covers attitudes, behavior, education, health, income, labor force, living arrangements, population, and spending. Based on data from the US Census, US Bureau of Labor and Statistics, and National Center for Disease & Prevention.

The Pew Research Center for the People and the Press
The Pew Center does a number of surveys on a variety of topics. Reports and press releases are searchable and free of charge.

The Pew Internet & American Life Project
The Pew Research Center studies the social effects of the Internet on Americans. Reports and press releases are searchable and free of charge.

Rand McNally Commercial Atlas & Marketing Guide
[Reference] G1019 .R22 2002 Catalog Record
Population, demographic, income and sales information for counties and MSA.includes detailed maps.

Statistical Abstracts
[Reference] HA202 Catalog Record
Statistical data on the population, healthcare, education, and arts, entertainment and recreation (etc) of the United States. TIP: It is easier to look at the index first. TIP: Also contains statistics on industries and companies.

STAT-USA
Password available from Reference Desk
Provides information on international markets, trade opportunities, and country analysis. This is aimed more towards international business.

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Market Share

Market Share is defined as a brand's share of the total sales of all products within the product category in which the brand competes. Many of the company directories listed above will provide rankings of companies by sales which will tell you who the most prominent companies are in specific industries. Market share can also be found in trade journals by searching "market share" plus your company or product in one of the databases listed above.

Business Rankings Annual
[Reference] HG4050 .B88 Catalog Record
Top ten lists of companies, products, services, and activities compiled from a variety of published sources.

Market Share Reporter
[Reference] HF5410 .M35 Catalog Record
Compilation of Market Share reports from various periodicals. Organized by SIC.

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Population

Population Estimates (US Census)
Population estimates of population by geography (county, city, state, etc), characteristic (age, sex, etc), or event (birth, death). Updated yearly.

US Census
The Census offers numerous sources regarding population, income and housing. One of the most useful areas will be the American Factfinder. You can look at the population and spending patterns by state, county, city, or zip code.

The Community Sourcebook of ZIP Code Demographics
[Reference] HA203 .S66 2004 Catalog Record
Offers descriptions of the neighborhood population and basic demographics. Basic "Community Tapestry" reports for Zip Codes are available online: http://www.esribis..com/reports/ziplookup.html

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Purchasing Habits

The American Marketplace Demographics and Spending Patterns
[Reference] HA214 .A6 2003 Catalog Record
This source examines the U.S. population, from the proportion of immigrants who settle in California to the proportion of babies born out of wedlock. It also looks into the future with projections of population, college students, workers, and industries.

Simmons Choices 3
[Reference] HC110 .C6 C47 Catalog Record
Morningstar Computer; see Reference Desk to access Choices 3
Based on a sample of more than 30,000 American households done by the Simmons Market Research Bureau, the study provides tables of data on consumers’ purchasing and media viewing patterns.
Guide to using Simmons Choices 3 is located here.
Power Point presentation for Simmons is located here.

Consumer Expenditure Survey
From the US Bureau of Labor Statistics, the Consumer Expenditure Survey provides information on the buying habits of American consumers, including data on their expenditures, income, and household characteristics.

Editor & Publisher Market Guide
[Reference] HF5905. E38 Catalog Reocrd
Provides retail sales, income, and demographics for Metropolitan Statistical Area (MSA) and non-MSAs; includes market data for more than 1,600 cities and 3,141 counties.

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