MRI Takes Huge Step in Syndicated Research
Tuesday, July 22, 2008

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Mediamark Research & Intelligence (MRI) has acquired Starch Communications, a company that measures print advertising effectiveness. MRI's goal is to use the research resources at Starch to expand their Issue Specific Readership Study to include measurement of ad recall and actions taken for ads within specific issues. This would allow them to eventually develop ad ratings for magazines, which would provide a huge value for both advertisers and the magazines.

Both MRI and Starch use in-person methodology as part of their research. Starch has the world's largest print ad database (10,000 magazine issues measured) and helps clients to investigate every aspect of magazine advertising.

Both MRI and Starch are currently owned by The GfK Group. Starch Communications will become a division of MRI on August 1, delivering syndicated and custom ad impact studies and analyses to the marketplace.

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

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