MPA Announces Initiative to Improve Measurement of Magazine Audience and Readership
Magazine Publishers of America (MPA) announced this week a new approach to magazine measurement for advertisers based on audience and readership.
This new approach will focus on developing new audience-based metrics that measure, among other things, engagement with ads based on issue-by-issue recall measurement for individual ads; exposure to the magazine with syndicated issue-by-issue data; and consumer action as a result of the ad.
“The goal of MPA’s measurement initiative is to facilitate the development of an improved audience-based measurement metrics that more accurately reflects and conveys the value of magazines to advertisers,” says Nina Link, president and CEO of MPA. “We’re actively engaged in this process in response to a series of discussions the magazine industry has held with advertisers and agencies. There is clearly a desire for a magazine measurement system that is comparable to other media, as well as more timely and accountable to advertising results. While many improvements have already been made in magazine measurement in recent years, this initiative provides valuable information that research suppliers can use to expedite further developments.”
The MPA said its next steps will include working with the advertising and research communities to improve the quality of online survey techniques. The MPA will also ask research companies to determine how to quickly evolved existing metrics to better serve the needs of advertisers and publishers.