MDT Cooperative Marketing Media Markets List 2013
MARKETS
Criteria
• Geographic Markets utilized by Missouri Division of Tourism
• Historically strong feeder markets
• Good track record of advertising activity results – number of inquiries, cost per inquiry, and
conversion percentage
• Reasonable proximity to Missouri – within adjacent state or direct access via Interstate highway
• Favorable competitive conditions for Missouri
In-state Marketing Limitation
The usage of co-op media dollars by Level III Participants for in-state marketing through this
program is limited to 25%.
Each DMO must apply the 50 mile-rule.
Approved Markets (Note: Markets are listed as Nielsen television DMAs.)
*
I
O
O
O
I
O
O
O
O
O
O
I
I
O
O
O
O
Branson
O
Cedar Rapids-Waterloo & Dubuque
O
Champaign & Springfield-Decatur
O
Chicago
O
Columbia-Jefferson City
O
Dallas-Ft. Worth
O
Des Moines-Ames
O
Evansville
O
Ft. Smith-Fayetteville-Springdale-Rogers
O
Indianapolis
O
Jonesboro
I
Joplin-Pittsburg
I
Kansas City
I
Lincoln & Hastings-Kearney
O
Little Rock-Pine Bluff
O
Louisville
O
Memphis
O
*I=IN-STATE MARKET, O=OUT-OF STATE MARKET
Nashville
Oklahoma City
Omaha
Ottumwa-Kirksville
Paducah-Cape Girardeau-Harrisburg-Mt. Vernon
Peoria-Bloomington
Quad Cities (Davenport-Rock Island-Moline)
Quincy-Hannibal
Rochester-Mason City
Sioux City
Springfield, MO
St. Joseph
St. Louis
Terre Haute
Topeka
Tulsa
Wichita-Hutchinson
March 6, 2012 For use with FY2013 Destination Advertising projects
MDT Cooperative Marketing Media Markets List 2013
MEDIA
Consumer Print
Criteria
• Publications In which MDT advertises, OR
• Paid circulation
• Audited circulation or USPS verified circulation-Provide Form 3526 Statement of Ownership,
Management, and Circulation
• Geographically targeted / available in geographically targeted editions
• Demographically targeted
• Editorially targeted
• Supports MDT brand message (image appropriate)
• Successful record of generating inquiries, both a large number of inquiries and at a low cost per
inquiry
• Good conversion record
• Each DMO must apply the 50-mile rule
Approved Consumer Magazines
Missouri Publications
417 Magazine
KC Magazine
Missouri Life
Outdoor Guide
Rural Missouri Magazine
St. Louis Magazine
Show Me Missouri
Regional General Interest
Chicago Magazine
Chicago Tribune Magazine
Iowan Magazine
Midwest Living
Mizzou MU Alumni Magazine
Rural Arkansas Magazine
True West Magazine
Wichita Magazine
Wild West Magazine
African American Targeted
American Legacy
Ebony
Travel
AAA Journeys
AAA Living
AAA Tour Books
American Road
Arthur Frommer's Budget Travel
Endless Vacation
Home & Away
Midwest Living's Best Vacations
Midwest Traveler
Travel 50 & Beyond
Vacations
Women's Service - continued
People
Redbook
Woman's Day
Women's Service
Better Homes & Gardens
Country Living (E or W N. Central reg.)
Family Circle
Family Fun
Good Housekeeping
Ladies' Home Journal
More
Oprah Magazine
Outdoor
Camping Life
Trailer Life (and Trailer Life Directory)
Woodall's Camping Directory
Cultural Interests
America's Civil War Magazine
American Heritage Magazine
Civil War Courier
Civil War Times
History Channel Magazine
Preservation
Other General Interest
Parade
Reader's Digest
USA Weekend
March 6, 2012 For use with FY2013 Destination Advertising projects
MDT Cooperative Marketing Media Markets List 2013
Trade Publications (Group Tour & Affinity Groups)
Criteria
• Audited circulation
• Travel-related editorial content
• Each DMO must apply the 50-mile rule
Approved Trade Publications
Bank Travel Management
Courier
Destinations
Group Travel Leader
Student & Youth Traveler
Consumer Newspapers
Criteria and Approved List
•
Newspapers within approved markets. Must have 100% paid circulation. Non-paid
circulation newspapers are not eligible for co-op reimbursement.
•
Newspaper Inserts:
o Midwest Vacation Guide Newspaper Insert (Travel Advertising Group)
o Missouri Vacation Guide Newspaper Inserts (Madden Media)
•
Each DMO must apply the 50-mile rule
Broadcast
Criteria
•
•
•
•
•
•
•
•
Demographically targeted to adult audiences
Radio stations must be rated by Arbitron
Television stations must be rated by Nielsen
Spot market broadcast in pre-approved markets only
National network or syndicated broadcast only in programming that shows high propensity
for reaching leisure travelers to Missouri, as defined by Mediamark Research (MRI)
Image-appropriate/non-controversial programming
Correct environment for MDT spot content
Each DMO must apply the 50-mile rule
Approved Broadcast Media
•
Missouri Broadcasters Association - In-state
•
Learfield Radio Networks - In-state
•
Kansas Network Radio - Out-of-state
•
Fox Sports Midwest – 30% In-state
•
Chiefs Radio Network – 50% In-state
March 6, 2012 For use with FY2013 Destination Advertising projects
MDT Cooperative Marketing Media Markets List 2013
•
•
•
St. Louis Cardinals Radio Network – 30% in-state
Royals Radio Network – 30% in-state
Spot market broadcast media in pre-approved markets that meet the following criteria:
o Demographically targeted to adult general market audiences and/or adult minority
market audiences
o Radio stations must be rated by Arbitron
o Television stations must be rated by Nielsen
o Image-appropriate / non-controversial programming
o Each DMO must apply the 50-mile rule
Online Media
General Criteria
• Demographically targeted to adult travel decision-maker audiences
• Geographic targeting to Missouri Division of Tourism markets strongly preferred
• Advertising environment must be image-appropriate, non-controversial, with some travel
emphasis
Website Specific Criteria
• Online vendor must be affiliated with an accredited online or offline media
organization/company. [Accredited = listed in Nielsen Net Ratings and/or audited by a thirdparty online audit firm]
• Vendor must provide comprehensive tracking reports
• Vendor must be willing to accept third-party ad serving
Third-party Ad server Criteria
• Please refer to list below for approved 3PASs
Approved Online Media
• The use of ad networks is acceptable where the ad placement is 100% transparent
• Local TV station, radio station, and newspaper Web sites subject to 50-mile rule
• Web sites associated with all approved consumer & trade publications
• Websites that contain travel content and meet General and Website criteria listed above
Advertising Requirements
• Advertising must meet the following logo requirements:
o Must use MO tourism logo on initial advertising according to print advertising logo
guidelines (does not need to be a link to MDT Web site)
o Must use the MO tourism logo on page where consumer is directed (must be a link to
MDT Web site and must appear in the first visible screen where the consumer is
directed by the ad without scrolling down.)
March 6, 2012 For use with FY2013 Destination Advertising projects
MDT Cooperative Marketing Media Markets List 2013
MDT Approved Ad servers
Adform (www.adform.com)
AdMotion (www.admotion.com)
Bluestreak (www.bluestreak.com)
BrightRoll (www.brightroll.com)
DoubleClick (www.doubleclick.com)
EyeReturn (www.eyereturnmarketing.com)
EyeWonder (www.eyewonder.com)
Interpolls (www.interpolls.com)
Kwanzoo (www.kwanzoo.com)
Linkstorm (www.linkstorm.net)
MediaMind/Eyeblaster (www.mediamind.com)
Mediaplex (www.mediaplex.com)
Mixpo (www.mixpo.com)
Pointroll (www.pointroll.com)
Oggifinogi (www.oggifinogi.com)
SocialMedia (www.socialmedia.com)
Spongecell (www.spongecell.com)
Teracent (www.teracent.com)
Tumri (www.tumri.com)
Unicast (www.unicast.com)
United Virtualities (www.unitedvirtualities.com)
March 6, 2012 For use with FY2013 Destination Advertising projects