Welcome to the research section of MPA's website. This section provides easy access to research pertinent to advertisers, consumer marketers, editors, and researchers. Studies that are available only to MPA members, are designated as members only.
Click on a link below to view research by category:
Effectiveness | Categories | Market Segments | Distribution
Retail Marketing | Demographics & Retail | Subscription | Finance & Operations
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LATEST RESEARCH:
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 Accountability: A Guide to Measuring ROI and ROO Across Media.
ROI? ROO? Whats the difference? How does marketing mix modeling work? Isnt accountability the same as verifying delivery? These questions and more are answered in a new resource that looks at the many facets of accountability in a media-neutral way, covering what it is, how it is measured, and what has been learned to date from accountability research
 MPA MAGAZINE HANDBOOK:
2005-06 Magazine Handbook. A Comprehensive Guide for Advertisers, Advertising Agencies and Consumer Marketers. Your single source reference for timely information about consumer magazines. Hard copies can be requested by e-mailing promotion@magazine.org. The data in the 2005-2006 Magazine Handbook is for the year 2004.
 The Media Research Index database contains abstracts of major media research studies conducted from 1950 through 2003.
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RESOURCES:
Magazine Research Glossary
 MPA Online Glossary 2004 -- Members Only
Developed for the Consumer Marketing Internet Task force, team leader Claudia Allen, Mens Health, organized a list of the most commonly used Internet terminology.
Supplier Directory of Associate Members
If you are a magazine publisher looking for services in any area of magazine publishing, including research, visit our Associate Member Supplier Directory, featuring established companies who support the health of magazines through their MPA membership.
EFFECTIVENESS:
How Media Measure Up for Financial Services, Personal Care Products, and OTC/Healthcare Products
Topline Results
Full presentation - Members Only
View results from the media mix study conducted by Hudson River Group, showing that magazines enhance ROI and efficiency for these three advertising categories.
Magazine Reader Experience Study from Northwestern University's Media Management Center
Relevant to editors, consumer marketers, publishers and advertisers, the link provides access to key elements of this study including the "White Paper," the "39 Magazine Experiences and Magazine Usage Drivers by Demographics," and for members only, the Northwestern University Reader Experience Study Tool Kit.
What Drives Automotive Sales?
Topline Results
Full presentation - Members Only
Given the unique nature of the automotive category and its importance to the magazine industry, MPA commissioned the first U.S. marketing mix modeling study to focus on this specific market. Partnering with a major auto manufacturer and Hudson River Group, a leading predictive sales modeling company, MPA has once again proven magazines role in positively impacting sales. The comprehensive study, titled What Drives Automotive Sales analyzed three makes/models representing different vehicle categories and marketplace characteristics over a three-year period (1999 2001), using confidential client-supplied data.
Focus on the bottom line
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Do you need a set of talking points that speak to magazines strengths? The MPA brochure Focus on the Bottom Line demonstrates the power of magazines to move business, based on consumers strong relationships with magazines. To order hard copies of the piece, please send an email to promotion@magazine.org. |
Magazines Make a Difference!
Campaign on Advertising Effectiveness
See ads from Magazine Publishers of America's (MPA) advertising campaign that showcases examples of successful magazine advertising across a broad spectrum of categories including automobile, food & food products, as well as household furnishings & supplies. The effort is part of a multi-faceted initiative by MPA and its members to promote the vitality and effectiveness of magazine advertising. The campaign demonstrates that magazine advertising can be both creatively innovative and vastly efficient in moving products.
View ads from campaigns of Harley Davidson, Nike, Polaroid, Tabasco, Volkwagen and MINI
For more information on the strength and effectiveness of magazine advertising, contact the MPA's advertising & marketing department at 212-872-3754 or email promotion@magazine.org.
Measuring the Mix
MPA study that substantiates the tremendous impact of advertising and magazines in the marketing mix. Commissioned by MPA from Marketing Management Analytics, the Study analyzed 186 brands that spent more than $9 billion on marketing, including $3 billion in advertising and more than $500 million in magazines - from 1994 to 2000. The bottom line: This analysis, which is much broader in scope than any other study, demonstrates the power of magazines in enhancing the return on investment in the overall marketing mix.
Dynamic Logic CrossMedia Studies
In this contribution to industry learning, Dynamic Logic has analyzed advertising campaigns across varied consumer categories where magazines, Internet and TV are in the mix. Each medium's impact on branding is shown for several stages of communications process. The findings are consistent with a growing body of evidence that challenges how advertisers have allocated their funds. Importantly, they show that advertising has a positive contribution to the results, that media mix is valuable, and that magazines increase advertising ROI. The Dynamic Logic results support prior studies that speak to how magazines add value to the mix, specifically in their ability to influence purchase behavior.
Media Choices 2000
Topline Results
Full presentation - Members Only
A study by Erdos & Morgan on consumers' relationships with different media and the impact of these relationships on advertising.
The Research Study: The Advertising Impact of Magazines in Conjunction with Television
The Research Study or "The Advertising Impact of Magazines in Conjunction with Television," conducted in two waves by The PreTesting Company and funded by MPA, is a landmark study which evolved out of a need by advertisers, ad agencies and publishers to learn more about the synergy of television and magazine advertising.
Ad Exposure As A Model of Print Communication Value
Presented at the ARF Week of Workshops, this paper, co-authored by Scott McDonald, SVP of Research, Conde Nast and Erwin Ephron, Partner, Ephron, Papazian and Ephron, promotes advertising exposure, the probability of the ad itself to be seen by the consumer, as the model for the value of print communication, not CPM nor average price paid.
(Almost) Everything you want to know about Positioning in Magazines
A presentation by Roper Starch Worldwide, Inc., which answers the six questions that Starch is most likely to be asked.
MPA Advertising Positioning
This issue of the MPA Research Newsletter summarizes the findings from several key positioning studies.
Advertising Effectiveness Survey (Millward Brown)
Study documenting the role magazines play in a media mix. This analysis provides clear indications of the effectiveness of magazines individually - and the two in combination - at generating awareness. If you are unable to view this file or would like a printed copy please email infocenter@magazine.org or call the Report Request Line at (212) 872-3700.
ACNielsen Sales Scan
Sales Scan examines the purchase behavior of consumer households that were exposed to specific campaigns in magazines, versus a matched group of households that were not exposed to magazine advertising. The impact of ten magazine campaigns running in the second quarter of 1998 were analyzed, as well as the relative sales impact of the advertising over time. If you are unable to view this file or would like a printed copy please email infocenter@magazine.org or call the Report Request Line at (212) 872-3700.
CATEGORIES:
How Media Measure Up for Financial Services, Personal Care Products, and OTC/Healthcare Products
Topline Results
Full presentation - Members Only
View results from the media mix study conducted by Hudson River Group, showing that magazines enhance ROI and efficiency for these three advertising categories.
What Drives Automotive Sales?
Topline Results
Full presentation - Members Only
Given the unique nature of the automotive category and its importance to the magazine industry, MPA commissioned the first U.S. marketing mix modeling study to focus on this specific market. Partnering with a major auto manufacturer and Hudson River Group, a leading predictive sales modeling company, MPA has once again proven magazines role in positively impacting sales.
The comprehensive study, titled What Drives Automotive Sales analyzed three makes/models representing different vehicle categories and marketplace characteristics over a three-year period (1999 2001), using confidential client-supplied data.
Auto Central
An online market profile for the automotive category. Auto Central is rich with resources to help you on the road to success. Here you will find research on the pivotal role magazines play in helping automotive marketers' bottom line. There are also real-world case studies highlighting positive marketplace results when magazines are used alone, or in the media mix, by some of today's must successful car manufacturers. As an added benefit, profiles on the top spending automotive advertisers are available. So give it a test drive and put yourself in the driver's seat.
Media Quad Maps continually updated!
Media Quad Maps visually display the media usage habits of demographic groups and product users, providing an alternative to the ordinary data run. The media use index values for demographics, product users or other qualities are plotted on a two-dimensional graph. Here you'll find examples of Media Quad Maps, illustrating consumers' use of magazines and TV, for key demographic segments and product categories.
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Market Profile: Direct-To-Consumer Pharmaceuticals
This issue of Market Profile is a primer on the increasingly important DTC pharmaceutical marketplace. Use it for:
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Finding detailed information on the leading DTC advertisers
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Gathering timely and useful sales facts about the DTC market for use in presentations and other sales materials
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Learning more about pharmaceutical companies' use of media and its impact on consumers
Learning more about the breadth of the DTC marketplace |
ROI for DTC
Click here to view the topline results of this study (pdf)
Click here to view full PowerPoint presentation - Members Only
A study by PERQ/HCI that quantifies the return on advertising investment for direct-to-consumer allergy advertising.
MARS OTC/DTC Study
The MARS (Multimedia Audience Research Systems) OTC/DTC Pharmaceutical Study is a syndicated multimedia and product usage survey focuses on issues that are related to health and healthcare. For further information, please contact Hugh J. White, Managing Director at hugh.white@us.kantarmedia.com.
CIMS IntelliQuest
CIMS IntelliQuest is a study which measures the media habits and buying patterns of people influencing technology purchases both in the workplace and in the home.
MARKET SEGMENTS:
Influentials
MPA partnered with RoperASW to promote this research, which reveals that magazines are the medium of choice for Influential Americans. RoperASW regularly tracks this group of Influentials, one in ten Americans who are twice as likely to be sought out for their opinions, and twice as likely to influence the buying decisions of others. The research quantifies the relationship between magazines and this powerful group consumers.
Influentials, who not only make their own personal buying decisions but also influence the purchase of others, rank magazines as their key source of news and information and find magazine advertising valuable.
Study: Go Traditional to Influence Influencers
Article in the March 7, 2005 issue of Advertising Age that features NOP World research on Influentials: "While marketers are increasingly interested in new tactics...the best way to get some buzz may be through a more tried-and-true method: a magazine or Internet ad...influentials are themselves most influenced by Internet and print media..."
MPA Market Profiles- Newly Updated Fall 2004!
Updated with all the latest figures, MPAs Market Profiles online provide vital information for marketers targeting specific segments of the population. Click on the profile links below to view or print out market profiles with the most current research available.
Mendelsohn Affluent Survey
The Mendelsohn Affluent survey provides basic information on the affluent population such as median age, median household income and median household asset value. You can also find average circulation and readers per copy for specific magazine titles.
DISTRIBUTION:
Single Copy Distribution for the 21st Century: Summary of Initial Feasibility Study
Noted consultants, Charles River Associates, Inc., examine the fundamental economics of the magazine industry retail supply chain.
The Mercer Study Members Only
Selling Magazines at Retail: Best Practices and Productivity Measures
In light of numerous changes in the single copy magazine channel in recent years, Magazine Publishers of America determined in mid-1998 that the time was right to take a fresh, independent look at how the magazine industry as a whole could take positive, concerted action to improve performance.
UPC Quality & Accuracy -- PDF | Word
Unique UPC Impact Statement
A review of the magazine industrys current use of the UPC and the impact associated with migrating it to a more retail industry common approach. A task force, sponsored by the Magazine Retail Advisory Council, was created to analyze different alternatives, survey the trading partners and develop a recommendation as to how the UPC code should be employed in the future. PDF | Word
SCAN-BASED TRADING
Progress Report on Scan-Based Trading in Magazines
In 2001, MRAC published a white paper on SBT outlining the benefits of SBT as well as an implementation process for a pilot testing of the concept. Several retailers have implemented tests. These SBT tests have yielded some important lessons that other retailers and wholesalers may find useful in developing their own SBT pilot tests.
Recommendations for Pilot-Testing the Application of Scan-Based Trading to Magazines: Phase I of the MRAC Scan-Based Trading White Paper -- Members Only
Scan-based trading (SBT) uses retail scanner data to synchronize magazine supply with consumer demand at the point of sale, resulting in an efficient, market-driven supply chain. In addition, SBT provides accurate, auditable information that can be used to manage ongoing business relationships between trading partners.
Scan Based Trading Moderator: Bill Bishop, with Mike Corby, Stephanie Justice, Carol Kloster, and John Shreve presented at the 2003 Retail Conference
Scan-Based Trading Update: Where Do We Go From Here? Presented by Bill Bishop at the 2002 Magazine Retail Conference
Supplier Perspective on Scan-Based Trading Presented by Martha Uhlhorn at the 2002 Magazine Retail Conference
RETAIL MARKETING
Changing the Magazine Experience at Retail- Presented by Peter Kreisky and John Loughlin at the 2004 American Magazine Conference -- Members Only
Magazines are a vibrant and profitable supermarket product category with high gross margin performance, compared with overall supermarket performance according to the results of a Magazine Publishers of America-commissioned study on magazine benchmarks. Boston-based Kreisky Media Consultancy conducted the study for Magazine Publishers of America (MPA), based on information culled from a number of sources including publishers, wholesalers, databases and published information.
Front End Focus Best Practices for Superior Checkout Merchandising
In 2002 Masterfoods USA, TDS, Wrigley and DHC launched a new front-end study. The study examined Checkout Merchandising with a goal of educating retailers in Best Practices to drive greater sales and profits.
Market Basket Analysis of Magazine Purchasers in the Grocery Channel
A recent market basket study demonstrated that magazines buyers shop differently than non-magazine buyers: They spend more money and buy more things! Since retailers are putting the magazine category under microscope to determine profit margins, its more critical than ever to prove the value of the category. Donald Burke, Vice President, Information Management Systems Division, Management Science Associates, Inc. has presented the results of this study and shown how it can be leveraged to improve your bottom line:
2000 Retail Guide
Magazine efficiencies have become a high priority for Best Practice retailers who are taking a far more active role in studying their businesses. Seeking improvements in consumer data,inventory control and turnover, retailers are asking their trade partners to develop better tools to deliver better data. They are also embracing fact-based decision making as the core of good category management. Best Practices provide the tools to break through the sales ceiling, taking magazines to a new level.
Selling Magazines at Retail: Best Practices and Productivity Measures
Summary of 1998 survey by the Magazine Retail Advisory Council to document retail performance of single copy magazines.
Increasing Magazine Sales
A review of MRAC's progress 1998-1999. Summary of 1998 retail tests by the Magazine Retail Advisory Council. Retail performance of single copy magazines. PDF | Word
America's Shopping Habits
American shoppers are making fewer trips annually to their local supermarket. Meanwhile, they're shopping more often at dollar stores and at supercenters. According to ACNielsen data, cited by Retail Traffic, formerly Shopping Center World.
DEMOGRAPHICS & RETAIL
Leveraging The Value of Magazine Readership
Research presented at "Fall 2005: The New Rules of Selling--Latest Research on the Value of Readership" seminar on September 15, 2005, provided detailed information on the value of magazine readership.
RETAIL TRENDS
Grocery Chain Market Share
According to industry projections, supermarkets account for a large percentage of magazine retail sales. Overall, the magazine category represents approximately three quarters of one percent of all grocery store sales. (Harrington Associates)
Self-Scan Findings by Steve Burbridge, Todd Garland, and Terry McGraw presented at the 2003 Retail Conference. Part 1 (4 MB) | Part 2 (6 MB)
America's Shopping Habits
American shoppers are making fewer trips annually to their local supermarket. Meanwhile, they're shopping more often at dollar stores and at supercenters. According to ACNielsen data, cited by Retail Traffic, formerly Shopping Center World.
Category Contribution: The Value of Magazines at Retail Presented by Chris DuBois at the 2003 Retail Conference
The State of the General Merchandising Category Presented by Dave McConnell at the 2003 Retail Conference. Part 1(4MB) | Part 2 (4MB) | Part 3 (5MB)
SUBSCRIPTION
Fullfillment in the 21st Century -- Members Only
KPMG conducted an analysis of the fulfillment industry on behalf of the MPA. This is the deck as presented to the Consumer Marketing Committee of MPA in February 2003.
Whats Next? Subscription Marketing Presented by Michael Loeb at the 2002 American Magazine Conference
FINANCE & OPERATIONS
MPA Financial Survey Topline -- Members Only
MPA Postal Survey -- Members Only
MPA Holiday Survey -- Members Only
MPA Paper Survey -- Members Only
Some resources are available as hard copies. Click here to order | 