• by Joe Mandese  @mp_joemandese, September 8, 2005

Mediamark Research Inc., the primary source of readership estimates used by agencies and advertisers to plan magazine advertising buys, Wednesday announced a five-year agreement with digital magazine publishing developer Zinio Systems to research how digital magazines are read vs. traditional print publications.

The move is significant because without valid, standardized planning data, it would be difficult for digital editions of magazines--editions that are generally e-mailed and viewed on a user's computer screen--to qualify for many print advertising plans. Simultaneous efforts have been made by leading print circulation auditors to determine the role that digital editions play in the circulation estimates of magazines and newspapers.

While digital editions have made significant inroads in some publishing categories--particularly trade publications and especially technology industry magazines--they are still seen as something of an odd duck by many in conventional publishing and advertising circles. However, a number of major publishers have embraced the medium--including Playboy, which several weeks ago announced a major digital publishing initiative in an effort to extend its base to new readers.

As part of the research agreement, MRI said it will have access to 95 percent of all consumer digital magazine circulation via Zinio's market share, according to the most recently analyzed publisher statements reported to ABC and BPA.

MRI did not detail how the research would be conducted, but said it would conduct a series of studies beginning with U.S. readers.

One of the greatest appeals of digital magazines to publishers is their ability to lower costs for distributing printed matter to international markets, where postal costs are prohibitive and distribution is less than timely.