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Publications in the state of Maharashtra have seen a mixed bag of growths and declines, with seven of the top 15 seeing a drop in Average Issue Readership (AIR) as per the IRS Q3 2010 results. The scenario was much better in Q2, when just four of the top 15 had seen decline.

Cassandra Serpes Dec 10, 2010 10:55 AM

While a few markets have shown decline and a few others a mixed bag, the Karnataka market is one that has largely seen growth in the IRS Q3 2010 results, with just four of the top 15 dailies showing decline. Although it is a largely Kannada language based state, when it comes to choice of languages, publications in English, Marathi and even Tamil are existent among the top newspapers.

Cassandra Serpes Dec 10, 2010 10:41 AM

Like the trend in this quarter goes, most newspapers in Bihar have seen growth, with just five seeing a decline in their average issue readership (AIR). Being a largely Hindi speaking state, not surprisingly the top four publications are Hindi dailies, with Hindustan leading the list.

Cassandra Serpes Dec 7, 2010 7:55 AM

While there has been an upswing in readership this quarter, especially in dailies, Marathi publications continue to see a mixed bag in IRS Q3 2010, with an equal number of declines as there are growths. Magazines, however, see more declines.

Cassandra Serpes Dec 6, 2010 9:04 PM

From the past Indian Readership Survey (IRS) data, it is evident that dailies have always done better than magazines in terms of readership numbers. IRS Q3 2010 results show no different trend for Malayalam publications. While most dailies have shown growth, magazines are on decline trend.

Cassandra Serpes Dec 6, 2010 7:27 PM

The third quarter of the Indian Readership Survey (IRS) indicates absolutely no change in the order of the top publications. Dainik Jagran and Dainik Bhaskar take the lead once again, followed by Hindustan, Malayala Manorama and Amar Ujala. The one evident change is that just one publication has witnessed a decline among the top 10 dailies. Overall, the dailies chart has seen growth.

Cassandra Serpes Dec 3, 2010 8:01 AM

The third quarter of the Indian Readership Survey (IRS) indicates absolutely no change in the order of the top dailies. Dainik Jagran and Dainik Bhaskar take lead once again, followed by Hindustan, Malayala Manorama and Amar Ujala. The one evident change is of just one publication witnessing a decline among the top 10. Overall, the dailies chart has seen minor growth.

Cassandra Serpes Dec 2, 2010 7:06 PM

Like all walks of life, technology has been impacting the brand communication space for long. However, not much has been discussed on how it is best used and how to prepare for the near future. This was extensively discussed at the Technology for Marketing & Advertising (TFM&A) event organised by UBM India in Mumbai on September 27, 2010.

Cassandra Serpes Sep 28, 2010 8:24 AM

The strategic tie-up gives Sony PIX Indian television premiere rights for exclusive telecast of all new movies released worldwide by Sony Pictures Entertainment in India. With this, the channel is hoping to claim the number one position soon.

Cassandra Serpes Sep 17, 2010 7:59 AM

B2B is an essential part of magazine publishing and is one of the businesses that has been well acquired. But is what they have achieved good enough or is more needed in terms of higher revenues or content or even re-invention? All these issues and more were raised in the concluding session of the two-day Indian Magazine Congress, organised by the Association of Indian Magazines (AIM) in Mumbai.

Cassandra Serpes Sep 8, 2010 8:22 AM

While issues like cover price, talent, content, advent of digital media have been discussed at great length by magazine owners and editors, the issue of distribution often remains untouched. Day 2 of the sixth Indian Magazine Congress saw an entire session devoted to this aspect of magazine industry, titled ‘New reading habits, new distribution challenges’.

Cassandra Serpes Sep 8, 2010 7:55 AM

Custom publishing has been there long and still attracts more and more players. A panel comprising Mitrajit Bhattacharya, Akila Urankar, Pradeep Gupta, Prakash Johari, and Xavier Collaco discussed more on how to drive this segment of magazines further towards growth at the sixth Indian Magazine Congress, organised by the Association of Indian Magazines (AIM) in Mumbai on September 6-7, 2010.

Cassandra Serpes Sep 7, 2010 8:18 AM

With all mediums facing the digital storm, it would be foolhardy not to join the bandwagon. And this applies to magazines too. As digital media experts Raul Suarez and Mahesh Murthy stressed in their presentations as part of the ‘Digital Masterclass’ session, “Magazines won’t die, they’ll turn digital”. The Indian Magazine Congress is all about the print medium, however, a huge chunk of the discussions concerned the digital media.

Cassandra Serpes Sep 7, 2010 8:15 AM

With India emerging as a potential market, quite a few international magazine titles have launched in the country. This influx has been further aided by easing of FDI norms. However, their entry has not been without hurdles and teething troubles. The session on ‘The future of International magazine brands in India’ saw panel members Hoshang Billimoria, Nicholas Brett, Rasina Uberoi, and Sandeep Khosla discuss these issues in detail. The session was moderated by Maheshwar Peri.

Cassandra Serpes Sep 7, 2010 8:07 AM

Publications in Gujarat have fared much better than most states, which have witnessed a general decline trend in average issue readership (AIR) or a mixed bag, at the most. Just one of the top five dailies has seen a decline in AIR. Magazines, too, have seen growth.

Cassandra Serpes Aug 31, 2010 8:16 AM

As far as the Bihar market is concerned, Hindi publications lead the way. Seven of the Top 10 dailies and all the five leading magazines are Hindi publications. However, the IRS Q2 2010 results bring no cheer as most publications have seen decline. On the other hand, The Hindu and Prabhat Khabar have seen massive growths in Average Issue Readership (AIR).

Cassandra Serpes Aug 26, 2010 8:26 AM

Publications in Maharashtra have fared quite well as per the IRS Q2 2010 results, with 19 of the Top 30 publications seeing positive growth. Just four of the Top 15 dailies have witnessed decline, while the rest have seen marginal growth. Magazines, however, have taken a little more beating than the dailies with seven of the Top 15 showing decline.

Cassandra Serpes Aug 26, 2010 8:24 AM

As per the IRS Q2 2010 results, Marathi publications have not witnessed any change in the top order. Of the Top 10 dailies, three have witnessed decline in Average Issue Readership (AIR), which shows an overall positive growth for Marathi dailies. However, the decline trend continues in Marathi magazines, with three of the five showing decline in AIR.

Cassandra Serpes Aug 25, 2010 8:18 AM

As per the IRS Q2 2010 results announced on August 23, 2010, among Oriya dailies, Sambad takes the lead, followed by Samaj, while among Oriya magazines, The Saptahik Samaya is on top. However, the publications have seen a massive de-growth trend with six of the eight Oriya publications showing decline.

Cassandra Serpes Aug 24, 2010 9:05 AM

Of the 14 Telugu publications – eight dailies and six magazines – six have seen declines according to the Indian Readership Survey (IRS) Q2 2010. Among the dailies, Eenadu and Sakshi take the lead, while among the magazines, Swati Sapari Vara Patrika and Annadata emerge on the top.

Cassandra Serpes Aug 24, 2010 9:02 AM

The last few rounds of the Indian Readership Survey (IRS) have seen magazines facing a decline trend and the latest round is no different. Barring one magazine, all other Top 10 magazines have shown no signs of growth. Also, there has been change in the ranking of the Top 10 magazines, however Vanitha and Saras Salil continue to lead among magazines.

Cassandra Serpes Aug 24, 2010 8:49 AM

The Indian Readership Survey (IRS) Q2 2010 results have shown no major changes in the top dailies in the country. Dainik Jagran and Dainik Bhaskar continue to lead the pack. There is no change seen in the order of the top five publications even as there are changes in the readership figures. Four of the Top 10 dailies have seen decline in readership in this quarter.

Cassandra Serpes Aug 24, 2010 8:47 AM

The quarter two data of the Indian Readership Survey is out and much like the previous rounds, the survey has shown no major changes in the top publications. Dainik Jagran and Dainik Bhaskar take lead once again, followed by Hindustan, Malayala Manorama and Amar Ujala.

Cassandra Serpes Aug 23, 2010 12:08 PM

On completing 25 years, the Advertising Standards Council of India (ASCI) played host to a seminar on ‘Marketing Responsibly’ where one of the key discussions were that of Marketing Responsibly to Children. The panel for this topic of discussion included Geeta Dharmarajan, Bejon Misra and Ricardo Fort of Coke with Arvind Sharma of Leo Burnett playing the moderator for this session.

Cassandra Serpes Jun 11, 2010 9:18 AM

‘Marketing Responsibly: A seminar to Celebrate 25 years of The Advertising Standards Council of India’ turned the spotlight on the rarely discussed topic of responsible marketing in the education sector. This panel comprising Maheshwar Peri, Dr Ganesh Natarajan and Prof Dhananjay Keskar spoke at length about education issues that make or break the life of a child.

Cassandra Serpes Jun 11, 2010 9:17 AM

According to the IRS 2010 Q1 data, the Chennai market shows a complete de-growth in listenership with just two of the Top 10 radio players showing growth. Suryan FM, however, leads the market with quite a margin. Radio Mirchi follows at the No. 2 spot.

Cassandra Serpes May 15, 2010 9:04 AM

As per the IRS 2010 Q1 data, Assamese publications continue to see a general decline pattern. However, dailies have somewhat stemmed the decline seen in the previous round, with three of the top five dailies registering growth in AIR. No such luck for the magazines though, all of which have seen their AIR go down in the latest round as well.

Cassandra Serpes May 8, 2010 8:31 AM

Top five Marathi publications have seen a decline as per IRS 2010 Q1 data, when compared to IRS 2009 R2. Among the top five Marathi dailies, two have witnessed decline, while all four Marathi magazines have seen a decline in AIR (average issue readership). In the last round of IRS, three dailies out of the top five saw a decline, while three of the four Marathi Magazines saw growth.

Cassandra Serpes May 6, 2010 9:19 AM

The Indian Readership Survey (IRS) Q1 2010 tells the same story this time as well. English publications seem to be following the same trend when it comes to AIR (Average Issue Readership) figures, which is the trend of decline. Magazines have taken a harder hit than newspapers.

Cassandra Serpes May 6, 2010 9:14 AM

While debates on readership figures may continue, it is heartening to see that most business publications have seen a growth in their AIR (Average Issue Readership) as per the IRS 2010 Q1 data. Economic Times stays put at the No. 1 position among business dailies, while Business Today leads among the business magazines.

Cassandra Serpes May 5, 2010 8:48 AM

The slowdown of last year saw a shrink in the advertising pie. The question that topped everybody’s mind: is the Indian media under-priced and how do Indian media CPTs compare with those of the other countries? Can the advertising pie grow without the corresponding growth of sales of products and services it promotes? To answer these questions were a set of eminent speakers at the session on ‘Time to Grow - The Advertising Pie (Media)’.

Cassandra Serpes Apr 10, 2010 10:54 AM

Day 2 of GoaFest 2010 saw the announcement of the winners of the highly anticipated Media Abbys. Maxus scored the maximum with 11 metals comprising one Gold, five Silver and five Bronze Abbys. Lodestar Universal and Mudra Max won three Gold Abbys each, while Mindshare won two Golds.

Cassandra Serpes Apr 10, 2010 8:45 AM

Following the welcome address by GoaFest Chairman Colvyn Harris, GoaFest 2010 started off with the knowledge sessions, the first of which was presented by Will Collin, Partner, Naked Communications. In keeping with the festival theme of ‘Survival of the Freshest’, Collin gave various points on freshness in communicating to the audiences.

Cassandra Serpes Apr 10, 2010 8:40 AM

The capabilities of agencies are often questioned: are they doing enough, and what stops them from doing more? The moot question is whether the agencies are getting distracted from their core function of creativity by venturing into different verticals. The session on ‘Time to grow – Agency capabilities’ on Day 1 of GoaFest 2010 addressed these questions and more…

Cassandra Serpes Apr 9, 2010 8:54 AM

The Global Thought Leaders Series on Day 3 of FICCI Frames 2010 saw an interesting discussion on the needed to hasten digitisation and also delved upon the menace of piracy and ways to tackle it. Moderated by exchange4media Group’s Anurag Batra, the panelists included Nokia’s Adam Mirabella, Intel Corp’s Jeffrey T Lawrence, and IBM’s Steven M Abraham.

Cassandra Serpes Mar 19, 2010 8:37 AM

The IRS 2009 R2 radio data for the Hyderabad, Chandigarh, Thiruvananthapuram, and Guwahati markets have seen a mixed listnership pattern for the FM players. While some cities have seen a high growth in listenership, others have seen de-growth.

Cassandra Serpes Jan 12, 2010 7:51 AM

The recent IRS R2 2009 Radio data, is released by the MRUC and researched by Hansa Research, sees Radio Mirchi topping the charts. When it comes to different towns and cities in the country, there is always a favourite channel. Exchange4media takes a look at the listnership at five major cities – Ahmedabad, Bhopal, Kochi, Lucknow and Pune.

Cassandra Serpes Jan 11, 2010 9:27 AM

As per the Indian Readership Survey 2009 R2 data, like most other publications, Oriya dailies, too, have seen the decline trend with six of the top seven publications showing a drop in average issue readership (AIR).

Cassandra Serpes Nov 28, 2009 7:41 AM

Punjabi dailies have fared better than most language publications as per the Indian Readership Survey (IRS) 2009 R2 data. All the publications have recorded growth in their average issue readership (AIR). Ajit leads among the Punjabi dailies.

Cassandra Serpes Nov 27, 2009 7:57 AM

The readership story for Telugu publications is not a very happy one with both dailies and magazines witnessing decline as per the Indian Readership Survey (IRS) 2009 R2 data. Among the dailies, Eenadu leads, while Swati Sapari Vara Patrika leads among magazines.

Cassandra Serpes Nov 27, 2009 7:56 AM

As per the Indian Readership Survey (IRS) 2009 R2 data, English publications see no different trend in their average issue readership (AIR). Magazines have taken a harder hit than newspapers, as have been seen in the last couple of rounds. Among the Top 10 English dailies, four have seen a decline in AIR. However, when it comes to magazines, not a single one in the Top 10 list has seen growth.

Cassandra Serpes Nov 27, 2009 7:54 AM

As in the case of most other language publications, Marathi publications, too, have a mixed bag of highs and lows as per the Indian Readership Survey (IRS) 2009 R2 data. Just four of the Top 10 Marathi dailies have shown growth, while in magazines, three out of the four top Marathi magazines have registered growths.

Cassandra Serpes Nov 26, 2009 8:08 AM

Magazines have been taking a higher hit in readership than newspapers, as seen in the last few rounds of the Indian Readership Survey (IRS). As per the IRS 2009 R1 data, the story is no different for Hindi magazines. Eight of the Top 10 Hindi magazines have seen a drop in average issue readership (AIR). On the other hand, just one of the Top 10 Hindi dailies has recorded a fall in AIR.

Cassandra Serpes Nov 26, 2009 8:03 AM

The story is not a very happy one for Gujarati publications, with not a single publication in the Top 10 list – both dailies and magazines – seeing growth in average issue readership (AIR), as per the Indian Readership Survey (IRS) 2009 R2 data released on November 23.

Cassandra Serpes Nov 26, 2009 8:02 AM

While most publications are seeing a decline in their Average Issue Readership (AIR) in the major markets, Kolkata emerged as a unique market with most of its publications registering growths. In the Kolkata MC market, nine out of 10 publications have shown growth, while in Kolkata (Rest of UA) eight of the 10 publications have shown growth.

Cassandra Serpes Nov 25, 2009 8:39 AM

The decline trend continues in the Hyderabad market as well as per the Indian Readership Survey (IRS) 2009 R2 data on Average Issue Readership (AIR). Of the top five publications in this market, not a singe publication has shown growth. Eenadu, which is the highest read publication in Hyderabad, has seen a decline of 3.3 per cent.

Cassandra Serpes Nov 25, 2009 8:31 AM

The decline story is no different for business publications. The Economic Times has maintained its massive lead in this segment despite registering a marginal drop in its readership. Mint, too, has seen a drop in readership. Among business magazines, leader Business Today and No 2 Business India, too, have lost on readership numbers.

Cassandra Serpes Nov 24, 2009 9:00 AM

According to the Round 2 of the Indian Readership Survey (IRS) 2009, just like in the last round, magazines seem to have taken a hard hit on their average issue readership (AIR) in this round as well. A detailed look shows that 12 out of the top 20 magazines have seen a drop in their AIR numbers.

Cassandra Serpes Nov 24, 2009 8:59 AM

It is not everyday that a brand gets to celebrate its 50th birthday. Fevicol is celebrating this landmark occasion with a special advertisement – ‘Moochwali’, promoted as world’s shortest feature film – which was premiered in Mumbai on November 12, 2009. On the occasion, Team Fevicol also took the gathering on a walk down memory lane.

Cassandra Serpes Nov 13, 2009 8:16 AM

Praveen Tripathi, former CEO of Hansa Consulting, has joined Pidilite Industries Ltd as President, Marketing & Sales.

Cassandra Serpes Nov 13, 2009 8:11 AM

Mudra Group has announced the elevation of Jude Fernandes as CEO of Mudra Advertising and, Sandeep Vij has become the CEO of and DDB Mudra Group. The structure has been put in place to drive the future of the group, where in DDB Mudra too is set to become a stronger brand.

Cassandra Serpes Nov 11, 2009 8:15 AM

‘Changing Times, Changing Consumers, Changing Rules of Marketing’ came under the scanner at the Consumer 360 seminar organised by the Nielsen Company in Mumbai on November 4. Consumer 360 gave some deep insights on what consumers really wanted and how brands could adapt to those needs through various mediums.

Cassandra Serpes Nov 5, 2009 8:08 AM

The Indian Magazine Congress (IMC) is back in its fifth year, and this year the focus will be on the ‘Magic of Magazines’. IMC 2009 is being held in Delhi on November 5-6 and would see the participation of who’s who of the media and advertising fraternity. An initiative of the Association of Indian Magazines (AIM), the IMC is presented by Worldwide Media (WWM), in association with Chitralekha and Canon.

Cassandra Serpes Nov 4, 2009 7:32 AM

The XMudra reunion, which took place on September 18 in Mumbai, saw several eminent people from the industry come together to celebrate the pleasant memories of the past years. It was an evening of walking down memory lane with numerous stories, a lot more catching up and a live band performance.

Cassandra Serpes Sep 21, 2009 7:36 AM

More the merrier could be on any side of the see-saw, depending on what it is applicable to. But in media, is more really the merrier? A panel comprising Karthi Marshan, Rahul Dev, Rajiv Kumar, Sandeep Lakhina, Sudhir Chaudhary, and Ujjawal Chaudhary, and moderated by BV Rao discussed this at length. The occasion was the day-long NewsNext 2009 conclave, held by the exchange4media Group in Delhi on August 26. Times Now was the main sponsor of NewsNext 2009.

Cassandra Serpes Aug 28, 2009 9:33 AM

Looking for new growth avenues is imperative for any industry to grow and survive, especially in times of economic crunch. This is true for news media as well. ‘News Media’s Search for New Growth Avenues’ was discussed at length in a lively debate at the NewsNext 2009 conclave by a panel comprising Anita Nayyar, Rahul Sood, Sandeep Sharma, and Suhel Seth, of Counselage. Pranjal Sharma was the moderator.

Cassandra Serpes Aug 28, 2009 9:22 AM

The news broadcasting industry got together to felicitate its achievers in the second edition of the Airtel Indian News Broadcasting Awards (INBA), held in the Capital on August 26, 2009. exchange4media caught up with the winners to know what was going on in their minds as they received industry recognition.

Cassandra Serpes Aug 28, 2009 8:55 AM

The Emvies 2009, presented by the Advertising Club Bombay, on August 22 in Mumbai saw Mindshare walk away with the maximum metals. Mudra Max bagged the Grand Emvie. exchange4media caught up with the head honchos of the winning agencies heads to share their winning experiences and winning strategies. <br> <a href=http://www.exchange4media.com/e4m/news/fullstory.asp?section_id=1&news_id=35677&tag=31430&pict=0 target= _blank><b>In its 10th year, Emvies 2010 will be a mega event: Apurva Purohit</b></a><br> <a href=http://www.exchange4media.com/e4m/news/fullstory.asp?section_id=1&news_id=35678&tag=31431&pict=0 target= _blank><b>Emvies 2009: The most enthusiastic night for media agencies</b></a>

Cassandra Serpes Aug 24, 2009 9:07 AM

It was THE big night for media agencies in India. The Emvies 2009, held on August 21 in Mumbai, saw media agencies in full attendance and in high spirits as the industry celebrated the best works.

Cassandra Serpes Aug 24, 2009 9:00 AM

English magazines have continued to show a decline in readership in the latest round of the Indian Readership Survey. Both Total Readership (TR) and Average Issue Readership (AIR) metrics see a sharp decline, with TR going down more. In an attempt to go beyond the analysis of topline data, exchange4media.com, in association with media analysis firm Stratagem Media, presents IRS 2009 R1 INSIGHT. Today’s Insight focuses on English magazines. <br> <a href=http://www.exchange4media.com/IRS/2009/fullstory.asp?section_id=40&news_id=34782&pict=3&tag=30005 target= _blank><b>IRS 2009 R1: ‘Readership surveys not geared to capture true readership of magazines’</b></a>

Cassandra Serpes May 19, 2009 9:29 AM

Ashok Das, MD, Hansa Research, speaks to exchange4media exclusively on the implications of the IRS 2009 R1 results and why it is important for the growth of the print industry in the country.

Cassandra Serpes May 12, 2009 8:22 AM

As per the Indian Readership Survey (IRS) 2009 R1 data, released by the Media Research Users Council on May 8, Hindustan Times is the top publication in Delhi, while The Times of India is the top publication in Mumbai. When it comes to the publication that showed growth in Mumbai, DNA is on top. TOI shows the maximum decline among the top five English dailies. <br> <a href=http://www.exchange4media.com/IRS/2009/fullstory.asp?section_id=40&news_id=34711&tag=30005&pict=0 target= _blank>Expert View: Anita Nayyar – Some happy, some sad in Mumbai and Delhi</a>

Cassandra Serpes May 11, 2009 8:22 AM

Magazines have continued to see a decline in readership in IRS 2009 Round 1. Among English magazines, not a single publication has shown growth. India Today leads the pack. Hindi magazines face even bigger declines. Saras Salil is placed No. 1 here. Among language magazines, Vanitha is in the lead.

Cassandra Serpes May 9, 2009 7:28 AM

There are no major surprises or upsets in the IRS Round 1 2009 data released by MRUC on May 8, 2009. Dainik Jagran continues as the No. 1 Hindi daily with an Average Issue Readership (AIR) of 16,072,000, while The Times of India maintains its lead among the English dailies with an AIR of 6,866,000.

Cassandra Serpes May 9, 2009 7:27 AM

exchange4media.com, in association with Blogworks.in, has initiated the India Social Media Summit 2009, which attempts to capture insights into the impact of this medium, the tools, and the emerging trends. The Summit, presented by BigAdda.com, will be held in Mumbai at the Taj Lands End on March 27, 2009.

Cassandra Serpes Mar 26, 2009 8:02 AM

After being in the media industry for 39 years, John Steedman, the CEO and Chairman of GroupM APAC, is retiring. GroupM India bid farewell to Steedman on March 10, 2009, and the get-together saw the Indian media industry’s Who’s Who. In a conversation with exchange4media, Steedman said that GroupM India was the pinnacle of the kind of work that GroupM wanted to do across its offices.

Cassandra Serpes Mar 12, 2009 7:39 AM

It was JWT all the way at the Effie Awards 2008, organised by the Advertising Club Bombay on November 26. Apart from winning various other metals, JWT has bagged the ‘Marico Uncommon Sense Award’, the ‘Yahoo! Big Idea Award’, the ‘Grand Effie Award’ and above all, the ‘Effie Agency of the Year’. Colvyn Harris, CEO, JWT India, is hoping for a repeat performance in 2009 as well.

Cassandra Serpes Nov 27, 2008 6:28 AM

The two-day INMA South Asia Conference got underway in Mumbai on November 13. The Conference seeks to look at the challenges of the dynamic South Asian media landscape and how to create value by addressing four key areas – cost-cutting, how to build a multimedia enterprise, building revenue and acquiring and retaining people.

Cassandra Serpes Nov 14, 2008 5:29 AM

Day two of the Asia Brand Congress 2008, held in Mumbai on September 25-26, saw panellists discuss on ways to engage the consumers of a brand through various mediums. The two-day event was presented by Times Now, while exchange4media.com was the online media partner and Pitch and Impact were the trade media partners.

Cassandra Serpes Sep 29, 2008 8:49 AM

Day one of the Asia Brand Congress 2008 concluded on a jubilant note with Awards for Brand Excellence given out to some of the best brands and marketers. The two-day Congress is being held in Mumbai on September 25-26. The event is presented by Times Now, while exchange4media.com is the online media partner and Pitch and Impact are the trade media partners.

Cassandra Serpes Sep 27, 2008 8:15 AM