MRI STARCH TO MEASURE 646 MAGAZINE ISSUES IN 2009
--Key Step towards Developing a Syndicated Ad Measurement Service-CONTACTS: Anne Marie Kelly, Senior Vice President, Marketing and Strategic Planning,
MRI: 212-884-9204, annemarie.kelly@mediamark.com; Steve Ellwanger, Press Counsel
Group: 203-856-8303, steve@presscounselonline.com
NEW YORK, NY, February 3, 2009—Building on 85 years of print advertising
measurement expertise, MRI Starch will more than triple the number of magazine issues it
measures in 2009 as it builds a syndicated ad measurement database, called MRI Starch
Syndicated.
Starch Communications, which MRI acquired in August 2008 and renamed MRI
Starch, is the country’s oldest print advertising measurement service. Last year, MRI Starch
measured ads in 214 issues of magazines across 79 magazine titles. In 2009, MRI Starch
Syndicated will measure ads in 646 issues across 113 titles. All national ads one-third of a
page or larger will be measured for each magazine. (For a list of the magazines measured
in 2009, please visit www.mediamark.com)
“MRI Starch’s 2009 mission is to develop the granular ROI magazine metrics
marketers are demanding,” said Dr. Mickey Galin, SVP MRI Starch. “All our planned
initiatives will help advertisers and magazine publishers more accurately and effectively
measure the contribution print advertising makes to a marketing communications program.
MRI Starch Syndicated is a first step in that evolution—the marketplace will have a wide
view of ad readership across multiple titles and issues.”
In addition to measuring ad readership among magazine readers, MRI Starch is the
exclusive provider of several key print ROI metrics, including:
Read Some/Read Most: Measures the percentage of consumers who read
some or most of an ad’s copy, demonstrating reader ad engagement.
Brand Disposition: Measures how readers feel about the advertised brand,
helping marketers understand the ad’s impact on brand loyalists vs. brand
rejecters.
Word of Mouth Opportunity: Measures the extent to which readers would
recommend the advertised product or brand.
Bought/Intend to Purchase: Gauges the effect of the ad or brand on purchase
and purchase intent.
Publication Engagement: Identifies the extent to which a magazine’s level of
engagement with readers may drive ad readership.
MRI Starch is scheduled to launch an online data delivery system for MRI Starch
Syndicated in spring 2009. In addition to MRI Starch Syndicated, MRI Starch offers custom
ad readership studies and individual magazine reports.
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About MRI Starch
MRI Starch has long been recognized as the most trusted source of market
intelligence on print advertising effectiveness. For more than 85 years, MRI Starch has set
the standard for research designed to measure the impact of and reader involvement with
print advertisements.
Mediamark Research & Intelligence (MRI) acquired MRI Starch in August of 2008.
Founded in 1979, MRI interviews approximately 26,000 U.S. adults in their homes each
year, asking about their use of media, their consumption of products and their lifestyles and
attitudes.
MRI is the country's leading provider of magazine audience and multimedia research
data. The company releases data from the Survey of the American Consumer (adults 18+)
twice yearly, in the spring and fall. MRI data have become the basic media-planning
currency for the majority of the media plans that are created each year
by national advertisers and their agencies. The company's 26,000 in-home interviews each
year represent the biggest survey of its kind.
MRI is part of GfK Group AG, Nuremberg, Germany. The GfK Group is the No. 4
market research organization worldwide. Its activities cover the three business sectors of
Custom Research, Retail and Technology and Media. The Group has 115 companies
covering more than 100 countries. Of a total of approximately 10,000 employees, more
than 80% are based outside Germany.
For more information, please visit www.mediamark.com