New Readership Metric Launched

US research firm McPheters & Company has worked with magazine publishers to develop readership.com, an audience measurement tool for magazines. The product is designed to provide 'near real-time' data about print audiences in a way that is comparable with measurement systems for other media.

The main tool for print audience measurement is currently annual circulation figures, which provide far less frequent and in-depth data than the metrics used for Internet, TV and radio audiences. Readership.com intends to provide readership information for each issue of a publication, as well as collecting details of reader engagement and delivering on-going information about audience accumulation. Beta testing of the data collection systems will begin in January, with the roll-out planned for later in the year.

The product was developed with the support Conde Nast, Time Inc, Hachette, Meredith, Parade and TV Guide, as well as ad agency Starcom USA. Jack Kliger, President & CEO of Hachette Filipacchi Media US, explains the reasons for his support: 'If we expect to capitalize on magazines' engagement advantage, then we have to have our audiences measured on a timelier basis that is more comparable to audiences of other media. Readership.com represents an important step towards this goal.'

McPheters & Company is online at www.mcpheters.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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