• Mediaweek, Tuesday, June 3, 2008 10:45 AM

Felix Dennis' The Week will give advertisers a comparison of their ad's performance in the magazine versus rival publications Forbes, Fortune and The Economist. The data comes from Affinity Research and is offered to marketers that buy at least three pages in The Week.

While various magazines make similar ad effectiveness comparisons, this new program offers deeper data, says Brenda White, Starcom director.

Critics at other agencies and magazines point to limitations in the research and the lack of factors, such as correct placement, quality of creative and audience demos. Some buyers, however, are more supportive. "I applaud them for taking a huge risk to be as transparent as possible in a highly competitive and accountable landscape," says MediaVest's Robin Steinberg.

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