New online PressLex database aims to standardise press terminology
The IPA today (23rd May 2005) has announced a new resource for agencies that will standardize the terminology employed by the market on media bookings across all publications and make the collection of data much easier.
Historically agencies have tended to develop and use their own abbreviations for the titles of newspapers and magazines. For example the Sunday Times could be expressed as Sunday Times/S Times/ST/Sun. Times/The Sunday Times. These abbreviations would then have to be manually collated, or each individual computer in every organization given instructions on how to recognize and consolidate the data in all its guises, for reporting purposes.
By using PressLex, which has been developed for the IPA by DDS, agencies will have a web interface which gives them the IPA ‘industry standard’ name for a publication. This online database will be at www.presslex.com and agencies will be able to search for publications through a number of criteria (names, interest and frequency).
This online database will be available to users from August 2005 and is free to the user.
Said Frank Hall, Press Controller of Carat: “Many agencies are already looking to manage their press inventory more effectively through greater integration of the press information they hold or subscribe to. Creating an industry standard for something as basic as what we call each title is essential if agencies and data suppliers are ever to achieve better and more effective integration of overall press systems.”
Said Hamish Pringle, Director General of the IPA: “PressLex is a classic example of the key structural work the IPA does behind the scenes for the benefit of its members and the industry at large. It will facilitate B2B communications and work with, rather than against, e-commerce.”
“Through the use of standard terminology, many of the errors in communications between agencies, advertisers and publishers will be eliminated,” says Henry Lawson, Chief Executive officer DDS. He adds, “We believe PressLex is an important step towards making e-commerce between creative, media agencies and even publishers a reality. We're therefore delighted to support the IPA's initiative and are working hard to design, populate and maintain the PressLex web-based database.”
Note to editors:
The IPA is the industry body and professional institute for UK advertising, media and marketing communications agencies and was established in 1917 as a servicing body and to negotiate on behalf of its members with media bodies, government departments and unions. The IPA’s 236 corporate members represent the major part of the advertising agency business, handling advertising with an estimated value of some £7,000 million per year (over 80 per cent of advertising placed by agencies) on behalf of many tens of thousands of their client companies and organisations nationwide.
Donovan Data Systems (DDS) is the leading systems and software provider to the advertising industry. They offer a range of business solutions that brings operating efficiencies to clients working in media agencies and marketing services companies. Each day they process millions of transactions, supporting advertising agencies, media specialists, broadcasting sales companies, advertisers, PR firms and recruitment and direct response agencies around the world.
For further information:
Lynne Robinson, IPA Research Director tel: 020 7201 8200
Valerie Schafer, IPA E-commerce and New Media Consultant tel: 020 7201 8237
Chris Humphries, European Product Development Director DDS tel: 020 7255 7250
Press Office tel:: 020 7201 8240
Last updated 24/02/2009