Communications Library

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Adv 483 (Sar)

Advertising Resources

Remember to bring your I-Card when requesting these resources!

1. Company/Product Information: (sources available via the Library website)


  • Identifies articles on business, finance, and management topics from regional, U.S. and international publications.

Advertising Age

  • Includes information specific to the advertising industry.

  • Provides the most recent news stories (including business) and statistics on companies, products, consumers, trends, etc.

  • Includes demographic (U.S. as well as international) information on consumers and products.


  • Includes information on companies and products. Provides descriptions of companies and industries, news stories, significant developments, competitors reports, strengths and weaknesses, and peer analysis.

Wall Street Journal

  • Provides the most recent business news and information on companies, products, consumers, trends, etc.

2. Demographic and Psychographic Information

American Fact Finder

  • Find popular facts (income, population, racial info, etc.) and frequently requested data about your community. Search by state, county, city, town, or zip code.

MRI / Mediamark (available online)

  • Includes demographic and marketing data on consumers, products, and media.

How to Read a Mediamark Report

MRI Data Methodology FAQ


  • Includes annual reports for companies.

Mintel (available online)

  • Includes demographic (U.S. as well as international) information on consumers and products

New Strategist Books (available on the Advertising Bookcase)

  • The Communications Library has a collection of over 50 books focusing on specific demographic groups (ethnicity, age, gender) and their interests, income, spending patterns, education levels, etc.

PRIZM (available online)

  • Helps you evaluate market segments

SRDS Local Market Audience Analyst (available online, requires Internet Explorer)

  • Breaks down the American population geographically and demographically and includes extensive lifestyle information on the interests, hobbies, and activities popular in each geographic and demographic market.
VALS (available online)
  • VALS consulting provides clients with tailored marketing strategies for targeting, positioning, and communications—real-world, real-time, actionable strategies. VALS assists marketers and advertisers gain a fresh perspective by getting "into the heads" of customers; create consumer profiles or personas; and understand the distinct communications styles of targets.

3. Advertising Rates and Data: (sources are located behind the library's reference desk)

SRDS Consumer Magazine Media (available online)

  • Provides information on over 3,000 U.S. and international consumer magazines. Lists detailed group and classified advertising rates as well as circulation figures.

SRDS Digital Websites (available online)

  • Lists online advertising opportunities such as web sites. Get up-to date information on audience profiles, advertising rates, circulation/coverage, contact names and more.
SRDS Newspaper Media(available online)
  • Provides information on daily newspapers, newspaper groups, Black newspapers, college newspapers, and specialized newspaper. Lists detailed group and classified advertising rates as well as circulation figures.

SRDS Digital Networks & Tech (available online)

  • Provides digital ad network and ad tech vendor profiles plus over 20,000 website profiles.

SRDS Out of Home Media (available online) 

  • Includes coverage, circulation, rates, terms and conditions, and advertising rates for over 19 media categories including: airport, outdoor, stadium, transit, movie, and shopping malls.

SRDS Local Media by DMA (available online)

  • Provides information on local media
SRDS Radio Media (available online)
  • Provides: market profiles, AM/FM commercial stations, networks. Includes cost per point estimates.

SRDS TV & Cable Media (available online)

  • Provides affiliations and coverage for: commercial stations, broadcast networks, multiple station owners, cable systems, interconnects, cable networks, sports networks, and syndicators. Includes cost per point estimates

Thumbnail Media Planner

  • Lists current rates and audience estimates for the major media. Call number: 302.230973 T42

TVB: Local Media Marketing Solutions

  • Provides a variety of tools and resources to help advertisers make the best use of local ad dollars.

4. Citing Sources

Note: How to cite MRI/Mediamark Report:

GfK Mediamark Research & Intelligence. (2009, Fall Product Report).

          Fast food & drive-in restaurants bought at last 6 months total.

          Base: Adults. Retrieved from MRI Mediamark Reporter database.

Can't find what you need? Email us at: Or, visit the Communications Library 

Library Hours: Mon-Thurs: 8 am-11 pm; Fri: 8 am-5 pm; Sat: 11 am-5 pm; Sun: 1-11pm