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Internet campaigns are more cost-effective, says new study.

Music Week

| June 02, 2001 | HEMSLEY, STEVE | COPYRIGHT 2001 UBM Information Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Marketing music releases online could be almost 40 times more cost effective than using traditional offline media such as television, according to a study by European digital distribution specialist DX3.

The company, which is backed by EMI and NewMediaSpark, commissioned research company M Digital to carry out a cost-per-thousand analysis of recent online music campaigns including those for Stereophonics and BBMak.

M Digital, part of the WPP Group, recorded coverage and page impressions for particular artists on DX3's 150-strong European network of music websites and compared the cost of reaching 1,000 consumers via the internet versus other media.

DX3 claims online campaigns were 38.5 times more cost effective ...

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