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MPA Unveils New Metrics

Magazine Publishers of America will propose new metrics to go from a circulation-based model to an audience-based model.

The MPA worked with consultants McKinsey & Co. to devise a plan that will measure reader exposure to magazines on an issue-specific basis, broken out by demographics including age, gender and income. The new measurement will also look at issue-specific engagement with ads based on recall of specific ads and and self-reported consumer purchase intent and action taken as a result of an ad.

The MPA devised the new methodology due to frustration over the current state of magazine measurement. Mediamark Research Inc., the standard bearer of magazine audience measurement, has faced scrutiny over its methods, which many publishers found inadequate. MRI recently started using an issue-specific readership and audience accumulation service, supplementing its twice-annual audience studies. The service has been found lacking because of its small sample size (2,500 adults polled on a weekly basis about publications read during the previous week) and lack of demographic detail. There was also a lack confidence in the online survey method used, writes MediaWeek.

In response to complains, MRI president/CEO Kathi Love said the firm addressed online survey credibility issue by tying its results to MRI’s twice-yearly paper survey, which is done in person. Regarding the issue-specific online survey, Love said MRI has been slicing its issue-specific audience thinner as its sample size grows. A gender breakdown is currenlty available and MRI will add age, income, family status and ethnicity by the summer.

MP plans to make its data available within six to eight weeks of the distribution date for weeklies and eight to 12 weeks of the distribution date for monthlies. The 200 biggest titles will serve as the starting point.

MPA expects the new system to be publisher-funded.