Magazine print ad responses to become more measurable
Posted by Savita Sauvin on January 28, 2010 at 4:53 PM
Magazines are getting much-awaited audience measurement data to track responses of print ads, which ad measurement groups and publishers hope will allow them to track data just as online and TV content providers do, Mediaweek reported.
Mediamark Research & Intelligence began tracking the recall and response factor to ads with Ad Measure in every issue of 200 magazine titles that include those from Condé Nast, Hearst, Starcom, OMD, GroupM, Time Inc. and Meredith, while its rival Affinity plans to launch a competing print ad rating service called American Magazine Study on February 15 that will measure each issue of 125 titles.
Mediamark Research & Intelligence began tracking the recall and response factor to ads with Ad Measure in every issue of 200 magazine titles that include those from Condé Nast, Hearst, Starcom, OMD, GroupM, Time Inc. and Meredith, while its rival Affinity plans to launch a competing print ad rating service called American Magazine Study on February 15 that will measure each issue of 125 titles.
Adding more accountability into each plan will help print see additional dollars in the long term, Brenda White, senior vice president and publishing activation director of Starcom USA told MediaWeek.
The new services also will provide more transparency, which means publishers can no longer hide weaker issues in larger six-month audience reports. This further means that each issue is accountable by the publisher and guaranteed for the buyer or advertiser to measure the response and recall factor.
Speaking on a condition of anonymity, one of the buyers told Mediaweek that, this "is the road the industry should be going down. At the end of the day, clients want to see results."
The new services also will provide more transparency, which means publishers can no longer hide weaker issues in larger six-month audience reports. This further means that each issue is accountable by the publisher and guaranteed for the buyer or advertiser to measure the response and recall factor.
Speaking on a condition of anonymity, one of the buyers told Mediaweek that, this "is the road the industry should be going down. At the end of the day, clients want to see results."
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