AAM, GfK MRI Partner to Build Out AAM Reports, Database
Magazines now able to include top-line metrics for print and digital.
The Alliance for Audited Media (AAM), a not-for-profit that monitors print and digital media metrics, and GfK MRI, a subsidiary of Germany-based research group The GfK Group, announced a new marketing relationship that will allow publishers the opportunity to include GfK MRIâ€™s readership data into AAMâ€™s reports and Media Intelligence Center, a cross-media database.
â€śBringing GfK MRI onto AAMâ€™s much-read platforms will enhance the accessibility and value of our data for clients,â€ť says Jeanine Taylor, vice president of data partnerships for GfK MRI, in a release. â€śTogether, we are helping to create a more informed marketplace, which will lead to smarter advertising and planning decisions.â€ť
By teaming, magazines and newspapers are afforded the ability to report top-line metrics GfK MRIâ€™s Pocket Piece monitors including average issue audience, net print/digital audience and even demographic information like median age and income on AAMâ€™s reports.
Pocket Piece compiles data using GfK MRIâ€™s Survey of the American Consumer, an ongoing study of roughly 25,000 adults aged 18 and older that publishes annually.
â€śMany AAM members use GfK MRI to conduct audience studies,â€ť says Mark Wachowicz, AAMâ€™s senior vice president of marketing and sales, in a statement. â€śWith hundreds of shared clients, we will both be able to provide better services to those publishers and advertisers who use that data.â€ť
GfK MRI audience data can be reported alongside circulation and digital engagement metrics found in AAMâ€™s Consolidated Media Report and print and digital circulation metrics in its Rapid Report. Buyers can access it via the Media Intelligence Center.