Branded 'editorial:' magazine researcher tracks product placement in print

Product placement has been the rage among TV planners and buyers, but the so-called practice of "branded entertainment" has found its way into other media, including print. But unlike television, where three major research companies have launched high-profile services for tracking product placements, nobody seemed to be keeping an eye on print media.

Enter Hall's Reports LLC, a research company best known for its reports on the editorial content and ad page ratios of magazines, which will enter the product placement field this spring with a new syndicated report tracking print's version of branded entertainment.

Hall's, which has long provided individual clients with the means to track any and all mention of their brands in print, will now push this data to the desktops of media planners via a Web-based subscription product.

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