©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Partnership With Starcom MediaVest Group Advances Beyond Testing Phase
A partnership between a top magazine publisher and a major ad buyer is advancing magazines’ long push to get measured just like most other media: by their audiences, not just paid circulations.
Time Inc. and Starcom MediaVest Group began the partnership last year to find a way to promise advertisers that certain numbers of people would recall their ad campaigns or take action on them. That effort, which they called the Alliance for Magazine Accountability, has now progressed beyond the development phase and is available to any interested Starcom MediaVest client making a big enough buy with Time Inc.