To try and define the shelter titles that most capture the attention of their readers, we took 17 titles that routinely show up on planners' screens when home is the topic. We measured them against the Involvement Index. Publications were measured and ranked on their ability to connect with homeowners. The new Involvement Index formula, created as the result of the 2003 Knowledge Networks study-which correlated high reader involvement with high ad recall-was applied to data from the spring 2003 MRI report. The new, validated formula, uses three MRI involvement measures: The average frequency of reading score counts 51%, while the balance is split between average reading minutes (25%) and average rating or preference score (24%).
To round out the planner's-eye view, we included each magazine's composition (the percentage of homeowners) and corresponding index. The Involvement Index is calculated based on all magazines tracked by MRI. Interestingly enough, while the Knowledge Networks study linked high reader involvement to high ad recall, this analysis shows that measuring magazines by composition and involvement highlights connection and recall opportunities that might be obscured by a focus on audience composition alone.
Higher reader involvement yields higher ad recall. Chart compares 17 shelter titles on the basis of involvement and composition among homeowners.
|Rank||Publication||Involvement Index||Composition Index||Rank|
|1||The Family Handyman||126||117||2|
|7||Better Homes and Gardens||105||110||12|
|8||This Old House||105||111||11|
|12||Martha Stewart Living||98||104||14|
|13||House & Garden||97||113||9|
|source: MRI Spring 2003|
|Index of 100=average of all MRI-measured magazines|