• March 11, 2008

The Magazine Publishers of America announced Monday that it will propose new metrics that would allow magazines to sell ads based on total audience figures, rather than circulation. The new system, created with McKinsey & Co., would be based on detailed, issue-specific data about readers, including, age, gender, income and reader engagement with advertising.

On the print side, the MPA said that the system, supported by publishers, would make issue-specific data available 6-8 weeks after distribution for weekly magazines (8-12 weeks for monthlies). To capture Internet readership, the MPA is also developing online surveys with the Media Rating Council and the Advertising Research Foundation.--

Erik Sass