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Beginning in May, Mediamark Research Inc. plans to test a new service that will reveal issue-specific data on the rate at which magazines accumulate readership, MediaWeek reports.
With the new service in place, advertisers will be able to better define variables that influence the performance of individual issues and determine the how efficiently and quickly certain issues reached their target audiences. The data generated could help media buyers and advertisers more effectively plan both longer-term and time-sensitive print branding campaigns.
“Say you picked up the most recent copy on the newsstand, but you’re sitting at the doctors and picked up an old one,” said Kathi Love, president and CEO of MRI. “When all the data are collapsed, you’d see not only does this week’s copies accumulate in a short period of time, but an old issue is also still adding to its audience. If you were an advertiser in the old issue, you’re still reaching new readers.”
After testing the service for two months, MRI will present the results to clients for feedback. The company plans to debut a complete study with weekly updates before the end of third quarter.
Though off-air online and experiential advertising grew modestly as a part of the overall radio revenue pie, and election-related political ads increased in Q3, total radio ad revenues were down 9% to $4.97 billion for Q3 and down 10% for…
Glamour magazine is running its photo of Britney Spears not only on the cover of the U.S. edition, but on the covers in seven other countries, as well.
Britney will grace Russia, Sweden and Greece’s editions of Glamour, among others.…
Titan Worldwide has signed a five-year deal with the Delaware River Port Authority to manage out-of-home advertising for the Port Authority Transit corp.
The contract covers advertising on PATCO’s rail service and stations between Southern New Jersey and Philadelphia, writes Mediaweek.…
Publicis has acquired full-service agency W&K Communications, continuing its Asia expansion that began several years ago.
W&K will be pulled under the umbrella of Publicis’s Burnett agency network, and will be renamed Leo Burnett Beijing Advertising, writes Adweek.
Other recent Publicis…
With only four weeks separating Thanksgiving and Christmas this year, Cyber Monday One (December 1) and Cyber Monday Two (December 
may command a greater share of online sales than they have in years past - thus increasing the importance…
Top American non-luxury auto brands received higher ratings and less negative comments from online consumers than competing Japanese brands, according to an analysis of consumer opinions collected from automotive review websites by Biz360, MarketingCharts reports.
The research, which aggregated a year’s…
