MPA Measurement Initiative

Magazine Publishers of America has announced a major initiative to develop an improved approach to magazine measurement for advertisers based on audience and readership.
The plan for improving magazine measurement focuses on developing new audience-based metrics in several key areas including:

• Exposure to the magazine with syndicated issue-by-issue data and key demographics such as age, gender, income, ethnicity and family status
• Engagement with ads based on issue-by-issue recall measurement for individual ads
• Consumer action as a result of the ad. This would include issue-by-issue self-reported consumer action metrics of purchase intent and drive to Web for all ads.