Marketing and Advertising Resource Guide: Databases

Bizjournals Online provides local business news from major metropolitan cities across the country, and most notably for New England, it provides access to the Boston Business Journal. Coverage is from 1996 to the present.

A special publication of the BBJ, the Book of Lists compiles ranked listings of Boston area businesses, in a variety of corporate and nonprofit categories.

The Sawyer Library maintains the most recent two years of the print version of the Boston Business Journal.

The Sawyer Library owns the hard copy of the Book of Lists from 1994 to the present.

The BBJ website (http://www.bizjournals.com/boston/) provides some free content, but most requires subscription.

Produced by Euromonitor, this database provides very detailed international market research, presented as industry, company, country, and consumer reports. Although difficult to use, users may find detailed reports on specific subsets of industries throughout the world, such as the market for ice cream in Finland.

Read interesting posts from the analysts at Euromonitor on industries, companies, international markets, and business trends.

MRI Mediamark (for product and brand demographics) has a new name and new registration procedure:

MRI is now "GfK MRI University Reporter." Users must register using their suffolk.edu email. A registration code is required which will be made available by contacting the Sawyer Library.

Users will need to register once every 6 months; trigger dates are June 30th and December 31st. At the beginning of each calendar year, GfK MRI will issue new codes which are valid for 12 months.

Run a search for a company name, or industry keywords, and then from the left hand menu, limit the results by source type. "Market Research Reports" and/or "Industry Profiles" may be available.

SRDS provides rates & circulation statistics for ads in magazines and 'out-of-home' media (e.g., airports, taxis). The online version (use Internet Explorer!!!) also includes the "Local Market Audience Analyst Overview," a tool for demographic and lifestyle market research. Other print sources include the Consumer Media and Out-of-Home source books

Standard and Poor's Industry Surveys covers 52 major U.S. industries including Advertising. The survey discusses 'how the industry operates;' recent trends, and key financial statistics. See the Global Industry Surveys (under the main Industry tab) for a 2011 report on Advertising in Europe.

First Research contains a profile of the advertising and marketing industry, which includes recent trends, challenges, opportunities, and benchmark financial information.