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MRI Magazine Metrics Get Traction
Tuesday, March 16, 2010
Steve Smith

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Mediamark Research & Intelligence is attracting additional takers to its AdMeasure metrics system for more accurately recording how many people viewed and acted on print ads. The product was launched last year as a way to help the struggling print ad market achieve greater metrics accuracy and accountability in a digital world where every click and glance seems measurable.

Among the new partners in the project are buy-side subscribers Initiative Media, MPG and Universal McCann. Publishers Condé Nast, Hearst magazines and ESPN The Magazine have joined on the sell side. Two other agencies, OMD and PhD have also subscribed to the service.

Across 200 magazines it now monitors, MRI AdMeasure is attempting to provide metrics that account for every national ad in its pages. It reports on the effectiveness of an agency’s placements as well as the comparative metrics of competitors. AdMeasure does issue-specific ad ratings by combining in-person magazine readership surveys with online surveys to determine ad viewings and any actions consumers took on a given ad.

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

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