Comag Marketing Group, LLC

The Magazine Publishers of America has announced a major initiative aimed at improving its measurement of magazine audiences.  In an era where advertisers receive immediate measures from the web and overnight viewership of television, the MPA plan includes a proposal for new audience-based metrics that count “exposure,” “engagement” and “action-taking” as a result of advertising.  The MPA also wants to increase the speed of reporting this data – six to eight weeks from distribution date for weeklies, and eight to 12 weeks for monthly titles.  FOLIO (Mar. 10, 2008)

Tags: Audience Based Metrics, MPA

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