Mag Bag: Affinity VISTA Measures Digital Editions


Affinity VISTA Measures Digital Editions

As magazine publishers hurry to introduce new digital editions of magazines designed for delivery to new mobile devices, publishers and advertisers alike want more specific data about the growing audiences using mag apps. To that end, Affinity is introducing a new measurement service focused on digital magazine readership on a variety of devices.

Like Affinity's existing measurement service for print, VISTA Digital scores digital advertising based on its effectiveness, incorporating factors like recall, brand association and actions taken by readers after seeing particular ads, including a battery of questions about engagement. The new digital measurement service should allow publishers and advertisers to directly compare the effectiveness of print and digital advertising campaigns.



In October 2010, Affinity's main competitor, Gfk/MRI, revealed plans to begin cross-platform measurement covering all digital platforms, including Web sites, digital editions received via email, smartphone apps, e-readers and tablet computers.

However, this only covers the print and digital audience count by MRI; Starch metrics on advertising effectiveness are not currently being applied to digital advertising as part of this service.

Newsweek Offers Buyouts

As expected, shortly after its merger with The Daily Beast, Newsweek is planning another round of buyouts, with offers to various employees affecting up to 30 positions. The cuts are part of the agreement reached by New York's Newspaper Guild, which represents employees of the beleaguered newsweekly, and The Daily Beast, which has no union. In return for the previously non-unionized employees of The Daily Beast getting union membership in the guild, Newsweek has agreed to seek greater cost efficiencies, including restructuring and trimming its workforce.

Working Mother Gets a Makeover

Bonnier Corp. has relaunched Working Mother, which it bought in September 2008 and incorporated into The Parenting Group. The revamped magazine boasts a brand new design, including a new approach to cover stories, illustrated with simple, iconic images rather than mother-child portraits. It also has innovative new editorial architecture, with content organized around the reader's schedule (Morning, Day, Night and Weekend) rather than in the traditional sections, like Front of Book. For example, a kids' spring fashion spread might appear in Morning, when readers probably typically get their kids dressed for school. Advertisers are showing interest in the new look and layout, which has helped recruit new ad clients including Hallmark,, Chef Boyardee and Mucinex.

Time Inc. Appoints Hauser President of Digital

Time Inc. has named Fran Hauser president of all digital operations for its Style & Entertainment and Lifestyle groups. Hauser, who is already responsible for the Style & Entertainment portfolio (including People, InStyle and Entertainment Weekly), will add responsibility for Lifestyle brands including Real Simple, Southern Living and

Uptown Launches Uptown Professional

Uptown, a luxury publication targeting affluent African-American consumers in urban areas, revealed plans for a new spin-off title, Uptown Professional, with a quarterly publication schedule and an initial print circulation of 100,000. The first issue (March) will be polybagged with the parent magazine and available via newsstands and bookstores, as well as through distribution to employ affinity and network groups. After the first issue, Uptown Professional will have its own separate distribution.

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