The editorial is crucial since it's the product a media planner is buying. Spending time with each publication can help you evaluate the content. Another method is to ask the publication whether it tracks its readers to find out their information needs. Every IDG publication conducts regular editorial tracking studies to ensure this. The circulation statement and subscriber profile study are also important.
Syndicated studies provide information on total readers.
All too often media planners use syndicated studies alone to determine media schedules, because it makes the job of media planning and justification of a buy to the client so much easier. I think it is very important to use it along with all of the tools available to evaluate the media. When using syndicated, I believe it is important for a media planner to understand the target markets for the products they will be advertising. The biggest issue coming up for me is finding and implementing the best mechanism to facilitate the flow of information and communications both within our company and outward to our customers and trading partners. Some of the areas we are looking at to help address this issue include intranets, extranets and groupware.