That's on the verge of changing. In September, the NewYork-based media research firm Arbitron Inc. and ScarboroughResearch, a shopping-pattern research firm that's a joint ventureof Arbitron and VNU Inc., unveiled plans to develop "reach andfrequency" metrics for malls, a set of methodologies for measuringwho sees what in mall-based advertising and marketing. Universallyaccepted metrics for malls do not currently exist, and theircreation would help facilitate the acceptance of malls as marketingplatforms among the media-buying industry. It could also meanmillions in additional revenue for shopping mall owners.

"There are millions of Americans who shop at malls on a regularbasis, so it's a large-reach opportunity for advertisers," BillRose, VP and general manager of Arbitron New Ventures, tells GSR."More importantly, it reaches people when they have their shoppinghat on, when they're making their buying decisions. Conceptually itmakes a lot of sense. The closer to the purchasing decision, themore effective the advertising is going to be. That's a valueproposition for advertisers.

"Still, more work needs to be done to promote the value of themedium," he continues. "Simon Properties has begun this, but moreremains to be done. You want advertisers to understand malls asmedia. We need to promote the idea aggressively, because there area lot of other advertising propositions out there."