Media plans by the numbers

General Motors Corp. is one of the largest magazine advertisers. Its media-planning process incorporates virtually all meaningful research and data elements, including qualitative and quantitative data from both syndicated research and circulation audits. Audited circulation data to determine magazine performance most closely parallels the approach taken with TV. But advertisers that walk away, content only to rely upon annual syndicated audience numbers without tying back to an issue's circulation, hold magazines to a significantly lower standard than other media. Ultimately, not making the effort to actively use all appropriate, available information suggests a lack of professional responsibility and follow-through that is unacceptable at GM.