TITLE

Competitive worries hurt data collection

AUTHOR(S)
Friedman, Wayne
PUB. DATE
June 1999
SOURCE
Advertising Age;6/14/1999, Vol. 70 Issue 25, p74
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the reaction of entertainment marketers to the approach taken by the Licensing Industry Merchandisers' Association to improving the business of its members with better data. The trade group is on a quest to legitimize itself by providing better, more accurate figures on the size and value of licensing. Several entertainment marketers decline to provide the association with financial data for its estimates. They were concerned that the information could be used against them by competitors. There could be another reason for the studios' reluctance. More than other licensing category, entertainment marketers are seasoned when it comes to branding properties and specially experienced in coming up with research to support the deals.
ACCESSION #
18260759

 

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