Time Inc. Is First Multi-Title Publisher For GfK MRI Starch Digital Service
New York, NY, July 17, 2013 - Magazine publisher Time Inc. has signed on as the first multi-title publisher client of GfK MRI Starch Digital, the syndicated service that measures the readership and effectiveness of digital advertising in consumer magazines.
In May 2011, Starch Digital began measuring magazine readers of digital publications to build a database of ad effectiveness metrics. To date, Starch has measured consumer recall of, and response to, more than 75,450 digital ads across 2,200 issues of consumer magazines on Tablets, eReaders and in electronic reproductions, such as Zinio and Coverleaf.
Starch Digital provides key ROI metrics on a monthly basis for more than 17 magazine genres and 254 advertised product categories. Metrics include:
- The percentage of readers who "noted" a digital advertisement
- How well an ad was read ("read any" and "read most" ratings)
- Actions taken as a result of reading a digital advertisement (actual purchase, intention to buy, went to website, recommended product, etc.)
"The importance of understanding advertising effectiveness across all of our platforms has never been more critical," said Caryn Klein, VP, Research & Insights at Time Inc. "With the addition of Starch Digital, we can now provide even broader insights to our advertisers about the effectiveness of their campaigns across print and tablets. This really speaks to our commitment to transparency and accountability."
"Digital magazine publishing has given advertisers exciting new ways of reaching and engaging consumers," said Julian Baim, EVP, Chief Research Officer at GfK MRI. "Starch Digital provides the means of measuring this engagement and advertising effectiveness. We're pleased to add Time Inc. to the Starch Digital roster of publisher and agency clients."
About GfK MRI
GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers--who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.