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Industry Research

Guide to industry research


Below are some of the top resources for finding market and industry research:

Note: For general overviews and market research reports search for terms like: 

  • Advertising AND management
  • Advertising AND marketing 
  • Mass media OR media industry

For more specific research, consider adding terms like:

  • Direct mail
  • Billboard
  • DOOH OR digital out-of-home
  • Rates

Add names of products or names of specific companies as necessary. 

Listed below are links to trade publications and relevant industry news:

Note: A trade publication (often a magazine) is an information source that is intended for a very specific audience and will have content that appeals to that audience. The content may come directly from people within the industry, or it may come from freelance or staff writers that have vast experiences writing for that particular trade.

Professionals often subscribe to trade magazines in order to gather valuable information that will help them achieve something within their industry or field. Trade publications are a Marketer's secret weapon and can be helpful for tracking recent industry developments, identifying competitors or uncovering market opportunities. 

Here's a list of important journals:

Below are links to key industry associations:

Note: If your industry is not represented here, search Google with your industry name + "association".  Not all content on these websites is free; you may need to be a member to access exclusive reports and data.

In some industries, associations might be referred to as;

  • Guild OR federation OR society
  • Foundation OR council
  • Bureau OR forum

Find "advertising budgets", and in some instances product segment "advertising spend", using these resources:

Note: When looking for articles, consider keywords such as 'advertising spend', 'adspend', 'advertising budget', 'advertising campaign' or 'advertising expenditure' plus the name of the company or product/service being researched.

NAICS code: 54181

Search ProQuest or other article searching databases for articles on "advertising costs" or "advertising rates" to find anecdotal information. Other keywords to consider: banner ads, rate cards, spot ads, CPM, CPC. Example the resources below for advertising rates:

Note: Advertising rates for broadcast and online/digital media are not listed in standard directories; print media advertising rates are typically listed on a magazine's or newspaper's website under "Media Kits." Advertising rates for television, cable, and radio are typically measured by CPM (cost per thousand) impressions. Advertising rates for internet sites are based on CPC (cost per click); this information is sometimes listed on a company's website.

Books and Reference Sources