As it continues to build a syndicated ad measurement database,
magazine audience and multimedia research data provider MRI said it will triple
the number of magazine issues it measures in 2009. Last year, the
company measured readers’ engagement with ads in 214 issues of
magazines across 79 titles, while this year the number of ads measured
will go up to 646 issues across 113 titles.
For MRI’s Starch Syndicated database, all national ads one-third of a page or
larger will be measured for each magazine. It will also provide several
key print ROI metrics, including "read some/read most," brand
disposition, word of mouth opportunity, "bought/intend to purchase" and
MRI’s mission is "to develop the granular ROI magazine
metrics marketers are demanding,” Dr. Mickey Galin, SVP MRI Starch,
said in a statement. “All our planned initiatives will help advertisers
and magazine publishers more accurately and effectively measure the
contribution print advertising makes to a marketing communications
MRI Starch is scheduled to launch an online data delivery system for MRI Starch Syndicated this spring.