MRI Releases Issue-Specific Data
Jun 20, 2007, 7:45 AM
Mediamark Research Inc. has released the first round of its issue-specific data, the company announced, in a move intended to give magazine audience measurement transparency and accountability similar to TV and other media. The data, collected as a supplement to MRI's "Survey of the American Consumer" through online questionnaires, documents the accumulation of audiences for specific issues of magazines over time, giving publishers and media buyers a view of issue-to-issue changes in magazine readership. Julian Baim, Ph.D., Executive Vice President and Chief Research Officer of MRI, remarked: "Publishers, agencies and advertisers have been demanding metrics that enable print to be evaluated in the same way as other media. This new study can be used for both for planning and post-analyses."