Affinity Unveils Digital Magazine User Study

New York-based Affinity, which specialises in syndicated print measurement, has launched an audience study which examines people's experiences with digital magazine campaigns.

Affinity's products include ProofReader (print pre-testing), the American Magazine Study (print audience measurement) and the VISTA Service (in-market campaign tracking), as well as the print optimisation system MagPlan. Three weeks ago the firm announced a partnership with Latin American research firm Grupo IBOPE.

The new 'AMS e-Readership Survey' tracks digital magazine use on new and emerging digital delivery channels and devices including web sites, social networks, e-readers, iPads and tablet PCs, digital subscriptions, smartphones and others.

It will include rankings of the magazine brands that users believe are leaders in digital content delivery; while identifying users' engagement and interactivity with ads that are delivered in tandem with digital magazine content.

Employing a methodology designed by marketing scientist Gilles Santini, the survey uses a web-based approach to monitor the variety of ways that publishers are using digital platforms to extend the reach of their brands. Results are combined with data from the existing print measurement American Magazine Study.

Media agency Starcom USA is the first firm to partner with Affinity on the new service. Brenda White, SVP/Publishing Activation Director at Starcom USA comments: 'Affinity's AMS e-Readership Survey provides another layer of accountability that will enable us to plan and buy cross-platform campaigns that are crucial to our clients' success, and develop a multifaceted understanding of peoples' experiences with digital magazine campaigns.'

The new survey will be available exclusively through Affinity's new MagPlan print planning system, with the first wave released in spring 2011.

Web sites: www.affinityresearch.net and www.starcomworldwide.com .