Purdue Libraries and School of Information Studies News

MEL’s Database of the Week for 5/21/10

May 24th, 2010

Welcome to Database of the Week — a feature from the Management & Economics Library (MEL).  These weekly database snapshots will give you basic information about our most relevant and beneficial online resources.

Database name: SRDS, from Kantar Media.

Link: www.lib.purdue.edu/mel, in the pull down Quick Access to Business Databases alpha list right below the Libraries’ search box.

Description/focus: SRDS provides ad prices and related data for advertisers.

Start with this hint: In the SRDS banner drop down, select a link under My Services.  For example, click on Newspapers. To find a newspaper in a specific city or metropolitan area, click on Display/ROP.  Try the drop down for a city of interest, such as New Orleans, click on the name, then click Go.  From the newspapers listed for New Orleans, select The Times-Picayune.  SRDS displays the advertising costs and market data information about the newspaper, including contacts, rates, special options, policies (for example, “Alcoholic beverage advertising not accepted”), circulation statistics, and Audience Reports.

Why you should know this database: SRDS is the leading provider of advertising rates, editorial content, circulation and other information about any media selling advertising space. On the basic search pages for the media are links to other reports such as the State Reports which show county household earnings, demographics (such as black and Hispanic populations), and the dollars spent on categories such as autos, drugs, restaurants, building materials, and others.  There are also reports showing metropolitan area demographics such as ethnicity, employment, and sales rankings by merchandise.

How this database can be integrated into the curriculum: With SRDS a student can find real-world data for the advertising section of a marketing plan.

Cost: Paid annually by the Libraries.

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Database of the Week comes to you from the Management & Economics Library (MEL). Our intent is to give you a brief introduction to a database that you may not know.  If you would like more information about this database, or if you would like a demonstration of it for a class, contact kranlib@purdue.edu.  Database of the Week is archived  at https://blogs.lib.purdue.edu/news/category/MGMT/.  For more Purdue Libraries news, follow us on Twitter (@PurdueLibraries).

If you would like us to promote your favorite database, send an email to mdugan@purdue.edu.