Mediamark Research & Intelligence announced Tuesday that is has shortened its release time for the magazine audience data that is reported in its Issue Specific Readership Study, which shows issue-to-issue changes in magazine titles’ average issue audiences, by two to six weeks.
The new schedule is as follows:
• Weeklies: Reported within six weeks, down from eight weeks
• Biweeklies: Reported within eight weeks, down from 10 weeks
• Triweeklies: Reported within nine weeks, down from 12 weeks
• Monthlies: Reported within nine weeks, down from 12 weeks
• Bimonthlies: Reported within 12 weeks, down from 18 weeks
“Advertisers and agencies want as immediate and granular data as possible about magazine audiences,” MRI’s president and CEO Kathi Love said in a statement. “We are pleased to be able to accommodate those needs within the confines of quality research techniques.”
MRI surveys 260,000 U.S. adults annually for its Issue Specific Readership Study, which supplements the Survey of the American Consumer that is released two times annually. Advertisers use the data to measure the reach of a specific magazine ad campaign against certain demographic targets, including age, education level, gender and income.
