MediaBuyerPlanner: Mediamark Research is preparing to launch a new measurement service that will give media buyers a picture of how magazine audiences build over time.
The issue-specific service, planned for a first quarter 2007 release, will be based on data collected in single-source surveys of MRI’s national consumer panel, MediaPost writes. Data will include information from face-to-face interviews as well as mail-in and web questionnaires. Subjects reply to questions such as how they acquired a particular issue of a magazine, how much of it they read, and what they recall as far as editorial content.
They are also asked how long it took them to “finish” a particular issue, which MRI says will determine how long each issue takes to reach its total audience.
A similar service, from McPheters & Company, was supposed to have launched this fall, according to a statement from the company in June.
Julian Baim, MRI’s executive vp and chief research officer, believes that the issue-specific data will allow media buyers and planners to execute campaigns on par with TV, radio and even the internet. “When you’re able to measure the performance of specific issues in an advertising campaign, you can assess the results in sales – whether the campaign had an effect or not,” he is quoted as saying.
Other potential applications of this type of data include the ability for publishers to learn what covers are most effective, what type of editorial content works best and whether certain times of the year are better for certain types of issues.
Related stories:
- Print Measurement Disagreement, Plus Media Measurement Overview, Updated
- Issue-by-Issue Magazine Measurement Launching This Fall
- New MRI Service to Measure How Fast Mags Build Readership
