©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
The media agency community is starting to get long-awaited audience measurement data that seek to put magazines on an equal footing with TV and the Internet.
This year, Mediamark Research & Intelligence’s AdMeasure began tracking consumers’ recall and response to ads in every issue of 200 individual magazine titles. Time Inc., Meredith, Condé Nast, Hearst, Starcom, OMD and GroupM are clients. On Feb. 15, rival Affinity plans to launch a competing print-ad ratings service, American Magazine Study Print Ad Ratings, that will measure each issue of 125 titles. The hope is that these services will remove an obstacle to advertising in print by letting marketers evaluate them on the same basis as electronic media.