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MPA Aims to Improve Measurement of Magazine Audience and Readership
Tuesday, March 11, 2008

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The Magazine Publishers of America (MPA) recognizes the need for change. The organization has been a publishing industry staple for its approximated 1,400 magazine titles for over 87 years. Their newest initiative is to develop an improved approach to magazine measurement for advertisers based on audience and readership. Essentially, they are helping to service the need for magazines to be measured in way comparable to other media.

Nina Link, MPA’s president and CEO told minonline, “We're working on an improved system that will more accurately reflect the value of magazines to advertisers.” The initiative is a collaborative effort between the MPA, magazine industry leaders and the management consulting firm McKinsey & Company.

Individual ad engagement metrics on an issue-by-issue basis is one of the initiative’s goals. “We are not the first to attempt this method of measuring user-engagement. There have been beta tests and several vendors who are already doing ad recall. But what we’ll be doing is much more in-depth.”

The MPA’s first step forward is to work with the advertising and research communities to improve the quality of online survey techniques. “This is not just a magazine industry concern. Everybody needs a method which will deliver reliable results. Right now that’s just not happening.”

Back in August of 2007, the Advertising Research Foundation (ARF) launched its own online research quality initiative with the goal of addressing the accountability of online research. Ultimately, the ARF wanted to know if advertisers could really rely on the information provided through online research panels. The newly developed online research quality council is working on a set of standards for buyer and sellers. The first draft set of global panel research standards will be unveiled at the ARF Annual Convention in April in New York. 
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