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New MRI Service to Measure How Fast Mags Build Readership

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.